P R O D U C T ● Company: Fenty Beauty by Rihanna ● Product: Pro Filt'r Soft Matte Longwear Foundation ● Goal: Makeup for all skin tones ● Price: $35.00 ● Size: 32 mL / 1.08 fl. oz. ● Sold at: ○ FentyBeauty.com ○ Sephora stores ○ Sephora.com ○ Harvey Nichols stores (UK) ○ HarveyNichols.com (UK) C O И T E И T ● Recognizable branding ● “Shake well” - simple and easy to follow instruction ○ Also in French and Italian ● Face Image - indicates that this product is intended to be used on the face ● Period After Opening Symbol - indicates that this product is good for 12 months after unsealing ● The Green Dot Symbol - logo used in Europe to indicate that this company pays a recovery and recycling organization to recycle the packaging waste S T Y L E ● Flipped “И” in FEИTY is unique and grabs attention ● Brand name is capitalized and isolated - emphasis on brand; creates shadow of brand on bottle - cool depth ● Instructions are small - hard to read but fit so that consumers don’t need to turn bottle to read it all ● Font is white - clean and light ○ Is good contrast against darker shades, but may be hard to read against the bottles of lighter shades ● Clear container that allows consumers to easily see color inside and quickly find one that matches them ● White cap and pump for clean application ● Frosted glass bottle - looks high end ● Smooth surface and weighted bottle - feels high end B O T T O M S T Y L E + C O И T E И T ● Packaging: ○ Swatch of color inside bottle - helps consumers find shade without opening packaging ■ Good contrast for lighter shades but might be harder to see darker shades ○ Shade # helps repeat buyers that already know their shade find it again or helps new buyers find the next shade if the one they tested is too light or too dark ■ Font is slightly small but has good contrast ● Bottle: ○ Name of product is biggest and in caps - emphasis ○ Bad contrast - text hard to see except in certain light and position P A C K A G I И G C O N T E N T ● Branding is recognizable ● Explanation in English, French and Italian - can reach consumers around the world; these languages are perceived as “classy” and “fancy” ● “For all” - inclusive to everyone ● “Longwear” - can rely on this foundation to stay on all day ● “Light as air” - won’t suffocate pores and will look natural on skin ● “Soft Matte” - gentle and natural P A C K A G I И G S T Y L E ● Paper box - doesn’t feel high quality or like it contains something high quality ● Box is textured - grabs attention ● Black (on 3 sides) - provides good contrast for text but doesn’t grab attention ● Branding is centered but very small ● Branding stands out in a matte square that has different texture than rest of box ● Different orientation of branding and rest of text is confusing and annoying ● Size of product is emphasized in bigger font T A R G E T A U D I E И C E ● Demographics: ○ Women of color ○ Younger generation ○ Lower to middle class ● Psychographics: ○ Likes: makeup, beauty, community, inclusivity, social media, the “natural” look, Rihanna ○ Dislikes: acne, facial scarring and blemishes, small selection of choices L O O K I И G F O R … an effective and affordable foundation that has a large variety of shades. This younger generation doesn’t mind paying a little more for good quality but they want reliable and popular brands that have been recognized in the beauty community. They want good coverage but it matters to them that these brands don’t just want their money, but actually care about their customers and the world. This includes being inclusive of all kinds of people and cruelty-free to animals. This helps customers feel beautiful both inside and out. Because of their busy schedules, the target consumers are also looking for a foundation that is fast and easy to apply and will last throughout the day. D E C I S I O И M A K I И G ● Drivers: ○ Good online reviews by other customers, beauty gurus and magazines (search) ○ Effective ads (need recognition) ○ Satisfying results (post evaluation) ● Concerns: ○ No shade will match their skin tone (purchase) ○ Shade that matches skin tone is sold out or discontinued (purchase) ○ Price is not worth the utilities (purchase) ○ Have to travel far to get to store ○ Takes too long to receive online orders P H Y S I C A L V E И U E S ● Pros: ○ Customers can test products and find perfect match right there and then ○ Salespeople can guide selection and provide positive human interaction and gain trust ○ In-store promotions and discounts can attract customers that weren’t considering before ● Cons: ○ Traveling is inconvenient and time consuming ○ Customers can’t find product (maybe sold out) ○ Customers can’t get to store during open hours ○ Customers are confronted with other options and have to stop and reevaluate D I G I T A L V E И U E S ● Pros: ○ Can reach a bigger and wider audience ○ Quick and convenient to buy off website ○ Can get notifications when products are on sale or there’s a promotion going on ● Cons: ○ Don’t know for sure which shade is a match ○ Many distractions and other ads online ● Keywords: ○ “Makeup for dark skin” (or albinos) ○ “Popular/good foundations” ○ “Foundations for combination skin types” ○ “Foundation with lots of shades” I И S T A G R A M ● Pros: ○ Reaches big audience and is especially effective in reaching younger generation ○ Rihanna can use her personal account to promote the company and products ○ Real reviews from real customers in comments can encourage others to buy the product or help identify problems with the product ● Cons: ○ Hate comments and hackers ○ Have to continuously create engaging posts ○ Insensitive posts can lead to backlash and bad press - hard to take back B E A U T Y F O R A L L S U C C E S S This product is successful in attracting the younger generation of consumers (Gen Y and Gen Z) with its ads and social media posts that display young, beautiful women of all skin tones. The physical product has a clean and timeless look that allows these consumers to feel mature and sophisticated beyond their chronological age. “Shake Well” is the only instruction. This is effective because it is most likely the only step that consumers didn’t know they had to do. Any other instructions like “pump on hand” and “apply to face” are intuitive and would only crowd the bottle and packaging. Physical venues are successful for gaining new buyers that weren’t actively looking for the foundation previously. Salespeople are better at gaining trust of consumers and in store discounts attract consumers looking to get a deal. C H A N G E S ● Place text on bottom of bottle on a white sticker to provide better contrast ● More physical stores ○ But this might be difficult due to the bountiful number of shades and exclusive agreements ● Make packaging more attention-grabbing ○ White matches the clean theme better than black ○ Brand should be much bigger and take up more space on box ○ Add a “call to action” to encourage consumers ○ Add a QR code on packaging that can lead to consumers buying more Fenty products or to learn more about product C O L L E C T I N G D A T A ● Observe potential buyers at the physical makeup stores ● Interview consumers on their shopping experience and the decision making behind their choices that can help guide store layout ● Interview teenagers on their opinions on the ads by Fenty to more accurately target that segmentation ● Analyze online reviews on FentyBeauty.com and Sephora.com to identify common problems and how they could make the product better A D E L A I D E Adelaide is a 20 year old college student. She loves makeup and experimenting with different products and colors but always struggled with finding a foundation that matched her dark complexion. She noticed the Pro Filt'r Soft Matte Longwear Foundation while scrolling through Instagram when she saw an ad with a girl of color (that looked like her!) holding a foundation bottle. She clicked on the ad and was brought to the Fenty website (and look, it’s Rihanna!). Of the 50 shades available, she saw a few that were potential matches. Adelaide texts her friends to ask if they’ve heard of Fenty Beauty and what their experiences have been. She also sees the many positive reviews online. The foundation is not cheap but she decides to try it out because there are no other foundation shades as dark as Fenty’s. Maybe this will be her match. (Finally!) S O P H I A Sophia is a 25-year-old consultant. Previously, she didn’t wear makeup but she has decided that makeup is necessary to cover her acne scars and eye bags for her clients. She drives to the closest Sephora and is greeted by a friendly saleswoman. She asks to see the most popular foundation and is quickly brought to the Pro Filt'r Soft Matte Longwear Foundations. Talking and laughing with the saleswoman, Sophia begins to trust her and lets her pick out a shade for her. She is impressed by the coverage and the color match and decides to buy the foundation. Her other skin care products are just as expensive so she doesn’t flinch at the price.