Influencer Marketing - The Comma Creative

Sandy Saputo, Chief Marketing Officer of Fenty Beauty, wrote “The first time we showed the campaign trailer, [we] got very emotional.” The Fenty Beauty campaign is the first-ever global beauty campaign that featured underrepresented and underserved women and cultures. The campaign ended up being named one of Time Magazine’s best inventions of 2017.

Fenty’s founder, Rihanna, set the vision of “Beauty for All.” So the brand launched 40 shades of foundation at the start and expanded to 50 shades. Every shade is crafted so women can find themselves in the brand and feel included.

To make Fenty Beauty available to women everywhere at the same time, the brand worked with over 500 companies to launch the brand in 17 countries and was ready to ship to 137 countries. The goal? Every woman can equally access beauty.

Although Fenty is an inclusive brand, the brand never uses the word “inclusive” in any of its promotional materials. For Fenty, inclusive is not a marketing keyword, it’s a value that everyone embraces.

Fenty Beauty’s brand strategy has had a transformative impact on the cosmetic industry. While other brands have since recognized the need to cater to underrepresented women, Fenty Beauty led the way by demonstrating how to authentically connect with these demographics. They not only identified a gap but also showed the industry how to create and run inclusive campaigns that are culturally relevant and relatable to customers from all backgrounds.

Fenty Beauty’s inclusive marketing approach is a remarkable example of how a brand can redefine an industry by embracing diversity and prioritising inclusivity. Their commitment to emotional engagement, global accessibility, and authenticity in promoting inclusivity sets them apart as a trailblazer in the beauty industry. By focusing on values rather than marketing keywords, Fenty Beauty has successfully created a beauty brand that resonates with people from diverse backgrounds and cultures, making “Beauty for All” a reality.

What is inclusive marketing?

Inclusive marketing refers to the mention of love, family, safety, opportunity and other universal values to encourage resonance in the audience. Thus, the audience will feel valued by the brand and consider its product, service or experience.

One of the defining features of Fenty Beauty’s marketing strategy is its unwavering commitment to inclusivity. Under the leadership of the Chief Marketing Officer (CMO), Fenty Beauty has redefined the beauty industry’s standards by championing diversity, celebrating individuality, and fostering a sense of belonging for all consumers.

Diverse Shade Range

Fenty Beauty made waves in the beauty industry by launching a foundation line with an extensive and diverse shade range from the very beginning. This was a groundbreaking move that catered to a wide spectrum of skin tones, from the palest to the deepest. By acknowledging that beauty is not one-size-fits-all, Fenty Beauty immediately positioned itself as a brand for everyone, regardless of their ethnicity or skin colour.

Representation in Campaigns

Inclusive marketing goes beyond product development; it extends to how a brand represents its customers. Fenty Beauty has consistently featured models and ambassadors from various racial backgrounds, sizes, and genders in their advertising campaigns. This choice not only reflects the brand’s commitment to diversity but also allows consumers to see themselves represented in the beauty industry, fostering a deeper emotional connection with the brand.

Listening to the Community

Fenty Beauty actively listens to its customers and responds to their needs. Through social media and other channels, they encourage open dialogue and feedback from their audience. This approach allows the brand to adapt and evolve its product offerings and marketing strategies based on real consumer insights, ensuring that it remains inclusive and relevant.

Collaborations with Diverse Influencers

The brand has also collaborated with a range of beauty influencers and makeup artists who represent a wide spectrum of backgrounds. These collaborations not only bring unique perspectives to the table but also emphasise that beauty knows no boundaries.

Accessibility

Inclusivity also extends to accessibility. Fenty Beauty has made its products available in numerous countries and regions, striving to ensure that everyone can access their products, irrespective of their location.

Transparency

Fenty Beauty is transparent about its commitment to inclusivity, and this transparency is key to building trust with its audience. By openly discussing their efforts to cater to all consumers, they create a sense of authenticity that resonates with customers who appreciate brands that are genuinely inclusive.

Integration into the marketing strategy

Inclusive marketing isn’t just a buzzword for Fenty Beauty; it’s a fundamental part of their brand identity and marketing strategy. By recognizing and celebrating the diverse beauty of their customers, the CMO and the brand as a whole have successfully created a movement that has had a profound impact on the beauty industry, encouraging other brands to follow suit. Inclusive marketing isn’t just about selling products; it’s about empowering and embracing individuals and making them feel seen and valued, and Fenty Beauty excels in this regard.

As we delve deeper into the brand’s marketing strategy, it becomes clear that inclusivity isn’t just a checkbox but a guiding principle that influences every aspect of its approach, from product development to advertising and beyond. In doing so, Fenty Beauty sets an example for other brands, proving that embracing diversity isn’t just a moral imperative; it’s a smart business move that can lead to tremendous success and customer loyalty.

Fenty Beauty’s marketing strategy has pioneered the way for inclusive marketing in the beauty industry. Their unwavering dedication to diversity and representation has not only set them apart but has also reshaped the industry’s standards. By focusing on inclusivity, Fenty Beauty has created a beauty empire that truly celebrates the uniqueness of every individual, redefining what beauty means in the 21st century.

In the world of digital influence, numbers can be deceiving. Arii, an influencer with a staggering 2.6 million followers, experienced a startling reality check when her venture to sell T-shirts took an unexpected turn, resulting in only 36 units sold. This conversion rate, a mere 0.00018%, sent shockwaves through the influencer community and raised questions about the efficacy of sheer follower count in the world of influencer marketing.

The Disconnect Between Likes and Commitment

At first, Arii’s endeavour seemed promising, buoyed by the unwavering support of her followers. Her posts were showered with tens of thousands of likes and hundreds of comments, painting the picture of a successful venture. However, the reality of financial commitment proved to be a different story. The disparity between digital engagement (likes and comments) and actual sales served as a stark reminder that while social media engagement may come easily, translating it into tangible sales can be a formidable challenge.

Factors Contributing to Arii’s Misfortune

Several factors played a role in Arii’s unfortunate outcome:

Lack of Brand Identity

Arii’s promotion of ERA, the T-shirt brand, was hindered by a lack of substantial information about the brand’s identity. This factor played a crucial role in the low sales numbers.

Missing Brand Story: Arii’s posts lacked storytelling elements that could have conveyed the essence of ERA. Effective influencer marketing often involves not just showcasing a product but also narrating the brand’s story, its mission, values, and what sets it apart from competitors.
Unclear Value Proposition: Potential customers who viewed Arii’s posts may have been left wondering why they should be interested in ERA’s T-shirts. What was unique about these T-shirts? Why should they consider purchasing them? A clear value proposition was missing.
Call to Action (CTA) Absence: Encouraging users to take a specific action, such as visiting the brand’s website or making a purchase, was seemingly absent in Arii’s posts. Including a compelling CTA can guide followers toward the desired action.

Mismatches in Style

Arii’s personal style, as showcased in her previous posts and content, typically leaned towards form-fitting, waist-cut clothing. However, ERA’s T-shirt designs represented a different aesthetic—baggy and cosy. This style mismatch played a role in the lack of resonance with her audience.

Incongruence with Audience Expectations: Arii’s followers had grown accustomed to her specific fashion sense, and the sudden deviation from her usual style may have felt incongruent and disconnected. Such a deviation can confuse and even alienate the audience.
Importance of Authenticity: Authenticity is a critical element in influencer marketing. Followers often expect influencers to authentically align with the brands and products they promote. A mismatch in style can erode the authenticity of the endorsement.

Simplicity of the Offerings

ERA’s product line consisted of straightforward T-shirts with the word “ERA” emblazoned on them. The simplicity of the offerings could have contributed to the lack of interest from Arii’s followers.

Limited Product Appeal: The T-shirts, while possibly of good quality, may not have offered a unique or compelling value proposition that resonated with Arii’s followers. Without a clear differentiator, followers may not have seen a compelling reason to make a purchase.
Visual Appeal: Visual elements play a significant role in influencer marketing. The design of the T-shirts, as well as how they were presented, may not have been visually engaging or captivating enough to prompt followers to take action.
Product Messaging: The messaging around the T-shirts may not have effectively communicated why they were worth buying. Effective influencer marketing often involves providing followers with specific reasons to consider a product.

The Shift Towards Value Alignment

In the current influencer marketing landscape, the emphasis is shifting away from follower counts as the sole metric of success. Brands are recognizing that true influence goes beyond numbers—it lies in the alignment of values within the influencer community. Even influencers with a billion followers may be ineffective if their community engagement is lacking.

Strategic Influencer Partnerships

In today’s influencer marketing landscape, brands are adopting a more strategic approach to forming partnerships with influencers. This shift is driven by the recognition that a successful influencer collaboration goes beyond superficial metrics and requires a deeper understanding of both the influencer and their audience. Here are key aspects of strategic influencer partnerships:

Scrutinising Historical Posts: Brands now carefully examine an influencer’s historical posts and content to assess their alignment with the brand’s values and image. This proactive step helps identify any past content or associations that could potentially generate negative public relations or conflicts of interest. It’s a way to ensure that the influencer’s track record aligns with the brand’s goals and values.
Depth of Engagement: Beyond follower counts, brands are interested in the depth of engagement within an influencer’s follower community. Metrics such as likes, comments, shares, and the overall interaction rate provide insights into how actively engaged an influencer’s audience is. A highly engaged audience is more likely to respond positively to endorsements and recommendations.
Influencer Responsiveness: Responsiveness is a valuable trait for influencers. Brands seek influencers who actively engage with their followers, respond to comments, and maintain open communication. This not only enhances the authenticity of the influencer’s recommendations but also fosters a sense of community and trust among followers.
Extent of Post Saves: The number of times an influencer’s content is saved or bookmarked by their followers is an indicator of content value and relevance. When followers save a post, it often signifies an intention to revisit or take action, such as making a purchase. Brands consider this metric as it reflects the long-term impact of influencer content.

The Cautionary Tale of Arii

Arii’s experience serves as a cautionary tale for both influencers and brands in the influencer marketing realm. Her struggle to sell T-shirts despite a large follower count underscores the importance of looking beyond mere numbers. It highlights that follower counts alone do not guarantee success in influencer marketing.

Going Beyond Surface-Level Metrics

Successful influencer marketing now hinges on several critical factors:

Genuine Engagement: Brands value influencers who can foster genuine engagement and meaningful interactions with their audience. Authenticity and sincerity in these engagements often lead to better conversion rates.
Value Alignment: Influencers should align with a brand’s values and goals. A seamless alignment ensures that endorsements feel natural and resonate with the influencer’s audience.
Strategic Partnerships: Brands are seeking long-term and strategic partnerships with influencers who are committed to their brand and can help shape the brand’s narrative over time.
Measuring Impact: Brands are investing in tools and strategies to measure the real impact of influencer collaborations, going beyond vanity metrics to track conversions, brand sentiment, and ROI.

Adapting to a Changing Landscape

In a landscape where authenticity and commitment are paramount, both influencers and brands need to adapt to these evolving dynamics. This adaptation involves building relationships based on trust, transparency, and shared values, ultimately resulting in influencer marketing campaigns that resonate with audiences and drive meaningful results. The influencer marketing game is evolving, and those who recognize and embrace this shift are poised for success in the modern digital landscape.