SWOT

Strengths

Strong brand reputation: The launch of the brand was revolutionary in the beauty industry. Fenty launched its first line of foundations with 40 shades, which was unheard of at the time. Usually, brands start with less shades and then later add more shades to their collection. This strategy by Fenty Beauty sent the message that beauty is for everybody. The brand is also associated with the global pop sensation Robyn Rihanna Fenty, who already on social media, before the launch of her brand, had followers in the millions. Her huge follower count creates the image of credibility among her potential buyers, as it sends the message that she is a credible, trustworthy person. Furthermore, another strength of Fenty Beauty is that it redefines what beauty looks like. Thus, Fenty Beauty tapped into a billion-dollar market that was neglected. Before its launch, it was not uncommon for makeup users of darker complexions to struggle to find makeup that worked on their skin. The message sent by the beauty industry at the time was that you needed to have a certain look to be beautiful, and if you did not fit into this mold of beauty, then there was no need to cater to you. Now, women of all complexions have the option to shop at the Fenty Beauty section and feel seen rather than alienated, have their beauty affirmed, and be able to find products that work on them with ease. Moreover, Fenty Beauty also collaborates with content creators. They have taken advantage of eWOM by collaborating with content creators, specifically beauty content creators, to advertise their products. Unlike traditional commercials and celebrity endorsements, consumers find the reviews of content creators more credible, as they are more likely to give an honest review of the products, as they will not benefit from their followers buying/not buying the products they are reviewing. As a matter of fact, they will harm their credibility if they give a positive review of a product that turns out to be poor. Moreover, the nature of Fenty Beauty products is that of high quality. Fenty Beauty is one of the pricier makeup brands out there, and the quality of the products matches the price. The users of Fenty Beauty will not only be able to emphasize their beauty, but they will also have a luxury experience while doing so. Finally, Fenty Beauty possesses strength concerning the topic of ethics, as Fenty Beauty is cruelty-free and does not do animal testing.

Weaknesses

A weakness of Fenty Beauty is its availability, as Fenty Beauty is not available everywhere. Though it ships to 150+ countries, it is only available at select Sephora and SiJCP stores. This lack of availability prevents Fenty Beauty from tapping into available markets. Moreover, Fenty Beauty’s brand reputation is also to be considered a weakness, as one of the reasons for Fenty Beauty’s success is its association with its founder, Robyn Rihanna Fenty, who is synonymous with the brand. Therefore, if Fenty ever finds herself in controversy, it will inevitably negatively affect Fenty Beauty’s brand reputation. Lastly, consistency is another weakness of Fenty Beauty, as Fenty Beauty relies upon beauty influencers to promote their products and give their partners creative freedom in promoting their products, they have consequently created a standard for themselves to deliver high-quality products that work on a range of complexions.

Opportunities

A dimension that Fenty Beauty can find opportunities, is also a dimension that is currently their weakness: availability. Fenty Beauty has the opportunity to expand their market by making their products physically available at more beauty stores and in more countries, as it is currently only physically available at select stores in select countries. Technology is also a dimension they can use to their advantage. By utilizing available technology, Fenty Beauty can, by adding a virtual makeup tool to their website, allow their customers at home, in real time, to try on their products, so they can get an idea of what it will look like before purchasing. This tool will be perfect for their consumers who do not have the luxury of having Fenty Beauty physically available to them in their location.

Threats

One of the threats that Fenty Beauty can encounter is that their competitors can imitate their marketing strategy. Fenty Beauty can owe its success to its emphasis on inclusivity. The brand made headlines with its launch of 40 shades – tapping into a market that was previously neglected, and found mainstream success. Other brands can imitate this strategy and expand their shade range. If what made Fenty Beauty stand out – inclusivity – becomes the norm, their brand identity could potentially be threatened, and they must thereby discover new paths to stand out from their competitors. Also, it is not uncommon for high-quality products to be imitated for a more affordable price. Due to this phenomenon, Fenty Beauty could potentially lose customers who find their products to be too expensive. Lastly, a threat to Fenty Beauty is how synonymous it is with its founder, Robyn Rihanna Fenty. As the brand is synonymous with its founder, and as she is also a very public figure, she must make an effort to steer away from controversy, as that will negatively impact her brand.

Competition

A competitor to Fenty Beauty is MAC Cosmetics. Like Fenty Beauty, MAC Cosmetics also possesses a great shade range available to its consumers. And having a reputation for being a brand with high-quality products, Fenty Beauty must compare in terms of quality, marketing, and differentiation.