As if it were a money machine with cool shoes and matching lenses, Rihanna turned the Fenty Beauty beauty line into an immediate success. In 2016 alone, the fashion conglomerate initially paid $10 million to create the Riri line, and now, months after its launch, the products are on track to exceed the revenues of other major lines such as Kylie Beauty by Kylie Jenner and KKW by Kim Kardashian, according to the new Slice Intelligence report.
And considering the cultural phenomenon in which Kylie Jenner and Kim Kardashian find themselves, that’s a lot to say.
The research firm found that, although Kylie Cosmetics has the highest annual sales, Fenty Beauty’s first month sales were five times higher than Jenner’s and 34% higher the following month.
In addition, Fenty Beauty is also surpassing its Kendo sister, Kat Von D, one of the best-selling in Sephora.
Sephora, the chain of stores that is also under the umbrella of LVMH, gave it the title of “the most inclusive beauty brand in the world”.
They did not exaggerate, however: the brand was called “Invention of the Year” by Time just for offering 40 different base colors, much more than any of its competitors.
That is to say, less than a month ago the Tarte beauty brand was being boycotted for offering few, if any, products for dark skins.
As a result, the darker shades of the line sold out as fast as a click can work, so it’s easy to attribute Riri’s success to the lack of other options on the market.
And not only the bases, another of its products, the Gloss Bomb Universal Lip Luminizer, was marketed as a lip gloss that looks good on all skin tones.
No one can fight that kind of marketing
Although according to Slice Intelligence research, the four podium brands have good ratings with diverse customers, Fenty led the charge with the largest number of African American and Hispanic buyers.
And to top it off, Fenty Beauty customers are the ones who spend the most on beauty products in general. Numbers average $471 per year in makeup, compared to Kat Von D ($371), KKW ($278), and Kylie Cosmetics ($181) shoppers.
So, now we have Riri doing twerking with diamonds and millions in the account because although getting the ideal tones to cover any pigmentation that needed to be covered was a difficult job, it’s what is putting Kylie in second place and KKW and Kat Von D in the corner of Sephora.
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