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By:AlyssaS.&CarissaA.&DevinS.


PRODUCTION BRIEF
Professor Katz
AC 262




 
COMPANY BACKGROUND:

Fentywasbuiltupona“beautyforall”mission,bythepromiseofinclusivityto

customersofallskintonesanditwasmetwitharmswideopen.Thebrand’s

trademarkproduct,​ProFilt’r​,whichisaasoft-mattelong-wearfoundation,was

madeinaboundary-breakingrangeof40shades — reflectingtheirrecognitionof

thebeautyindustry’sdisregardtocatertocustomersofallracesandethnicities.

Theproductsaredesignedtofeellightweight,evenastheydeliverbuildable

coveragethateffortlesslylayers,toultimately“makeskinlooklikeskin.”

Mostimportantly,Rihannacreatesmakeuptoinspire:“Makeupistherefor

youtohavefunwith,”shesays.“Itshouldneverfeellikepressure.Itshouldnever

feellikeauniform.Feelfreetotakechances,andtakerisks,anddaretodo

somethingnewordifferent.”

Thecruelty-free,veganlineofproductsburstintothebeautyscenewith

immensepopularity,andwassoldoutofpartneringstoresSephoraandHarvey

Nichols,aswellasthebrand’sofficialwebsite,withinhours.

● Inoneyear,FentyBeautywillmakeacontinuouseffortofdeveloping

innovativeproductsanduniquecolorstorieswhilealsokeepingupwithconsumer

needs.WewanttopromotethatFentyBeautyworksforeveryone.

● SinceFentyBeautywascreatedbyRihannathewaytheymarketismuch

easierthanothercompanies.Rihannahassuchalargefollowingonallsocialmedia

channels,andanythingcanblowupbypostingonephotoorvideo.Thereforeher

strategyismainlyfocusedondigitalmarketing.YouTubebeautygurusarealways
testingoutcelebrityproductsandsincemanyofthoseyoutubershaveahuge

following,ithasinfluencedtheirviewerstogocheckouttheproducts. 

● NewreviewsfromalbinowomenhaveshedlightonjusthowmuchRihanna

thoughtof​all​peoplewiththislaunchincludingKrystalRobertsonwhostated“I'm

albinoIhavenopigmentsoitbehardtogetanicematch...alwaysenduporange”.

AlsoNymaTang,whomusesthedeepershades,wroteonInstagram"Isawother

dark-skinnedgirlsinSephoragettingmatchedinthisfoundation,anditliterally

meltedbyheart".

● Marketingcampaigns-FentyBeautylaunchhasbeennoexceptionofgreat

marketingcampaigns.Theyhaveeffectivelyandenthusiasticallyjoinedthe

conversationsurroundingtheirbrand,witharangeofrelevantinfluencersfromtop

tomicro.Alloftheircampaignsrepresentwomenofallcolorandreligionswhich

hasreceivedonlypositivefeedback.Theimportanceofeverycustomer’sexperience

hasbeenemphasised,ahardthingtodointhevastworldofonlinemediabutone

whichthepersonaltouchofInfluencerscanallowfor.

OBJECTIVE​:

● OurobjectiveforFenty’smarketingcampaignistoexpandthepopularityand

informpeopleonthisbrand.Withthismediacampaign,wearetryingtogainin

recognitionandinformpotentialcustomersonhowuniqueandinnovativeFentyis

comparedtootherbrandsinthecosmeticindustry.Itwillultimatelybenefitthe
brandasitwilldevelopininterestofpeoplewhodon’ttrustcelebrityproductstobe

reliable.

● Fenty’spositioninthemarketplaceisacosmeticbrandformenandwomen

thatonlyhasaretailestablishmentinSephora.Sephoraisknownforcarryingonly

premiumproductsrangingfromhair,nails,makeup,andskincare.

COMPETITION :

● Rihannalaunchedamakeupline“sothatwomeneverywherewouldbe

included,”focusingonawiderangeoftraditionallyhard-to-matchskintones,

creatingformulasthatworkforallskintypes,andpinpointinguniversalshades.

● It’sclearthatbrandsaretryingtohitthesameaudiencethatFentyBeautyis

cateringto.“Weextendedtherangetoanincredible29shadescelebrating

diversity,”onecaptionbyL’Orealreads.Fenty’smajorcompetitorswouldinclude

MakeUpForever,KylieCosmetics,L’OrealMakeup,andMAC.

● Rihannahasshakenupthebeautyindustrybycateringtoamarketofpeople

ithasbeenignoringfordecades.BypostingYouTubevideoseveryTuesdayonnew

lookspeopleenticespeopletobuythesameproductsforthesamelook.Shealso

featuresotherwomanofothercolorstoshowoffthattheproductdoesinfact

workonallskintones.Bystayingonthistrackmoreandmorepeoplewillview

thesevideosandgetideastotryoutFentyBeautyproducts.

TARGET AUDIENCE, CHANNEL OF DISTRIBUTION/CONTENT DELIVERY:


● ThisFentymediacampaignwouldbeaimedtowardswomenandmen

rangingfrom16-27whoaremiddletoupperclass.Mostoftheseindividualswould

befashion-mindedandactiveonsocialmedia.Withtheriseofsocialmediathere

hasbeenasurgeintheuseofcosmeticsbutaconstantstrugglewithpractical

shaderangeandpigmentationproblemsforwomenofcolor.Finally,thereisa

brandinwhichproudlyadvertisesandpromotesthesehigh-qualityproductsthat

canbeusedbyeveryone.Thiscampaignandit’saudiencewillmainlybefocusedin

theEastCoast.TheproductsofferedatFentyBeautyrangefrombrushes,

foundation,lipgloss,lippaint,highlighter,eyeshadows,primer,andeyeliner.

Multipleoftheseproductsareversatileandareusedformorethanjustone

purpose.Theycanbeusedtoenhanceone'sfeaturesoryoucangooffwitha

completemakeover!Fenty’sproductsaremadewiththeintentiontoboostone’s

confidencelevelsandopportunitytoexpressyourcreativity.

● Themediamessagewillbeabletoanswertheaudience'squestionsby

explainingFenty’sbackgroundhistory,whereitcamefrom,andwhatmakesit

differentcomparedtootherbrands.OuraudiencewilllearnhowFentycametobe,

howitisrevolutionizingthebeautyindustrysinceitwasreleasedoneyearago,and

whattheraveisallabout.​Glamour​magazinestates“InNovember2017,when​Time

namedFentyBeautyoneofits​BestInventionsoftheYear​,themagazinerevealed

thatthebrandhadrakedinawhopping$72millioninitsfirstmonth(fivetimes

whatJennermadeinthesameperiod)”(Schallon,Lindsay).
● Thecontentistobedeliveredprimarilyviasocialmediamarketing.Thisisthe

channelofchoicebecauseoftheageofourtargetaudienceandtheinfluencesocial

mediahasonthem.Ourvideocollaborationwillbefeaturedonsocialmedia

platformssuchasinstagram,twitter,andsnapchat,aswellasYouTubeand

FaceBook.Bothourcustomersandprospectswillbeabletoaccessthisvideoona

desktop,mobiledevice,andinstoreatmakeupdistributorsthatcarryFenty.This

mediaisbeingusedtosellourproductbecauseourtargetaudiencehasahighly

significantsocialmediapresence.Ourtargetaudienceisalsoveryvisual,whichis

whyavideowillhelpestablishourbrandimageandthequalityofourproduct.

Otheravenuesofdistributionareavailable,however,avodcastwillbethemost

effectiveinreachingourtargetaudience.

BUSINESS & COMMUNICATION GOALS

● ThebusinessgoalsofthisvideoaretoestablishFenty’sbrandimageandthe

lifestyleassociatedwiththebrand.Thevodcastwillraisebrandawarenessforour

prospectcustomers.Usingsocialmediachannelstosharethevideowillallow

consumerengagementthatwillfurtherraiseawarenessofFenty.Socialmediaallows

forpeopletoseewhattheirpeersandfollowing,likingandsharing,andpeersare

thesecondmostinfluentialthinginamillennial’slife(besidessocialmedia).Social

mediaengagementhasbecomeextremelymeasurableinrecentyears,sowewillbe

fullycapableofseeingtheeffectivenessofourvodcastafterisisuploadedtoseveral

socialchannels.Wewillbeabletoseeiftheviews,likes,shares,andothermethods

ofengagementwereuptoparwithourgoalsandexpectations.Wehopetoseea
purchasedecisionmadeshortlyafterexposuretoourvideowithinthepopulationof

ourtargetaudience.

TACTICS AND CONVERSION:

● Ourplantomaximizeappealinourvideoisbyusingattentioncatchingvideo

clipsandmusic.Thevideowillalsofeatureflashinglightsthatresemblepaparazzi

camerasfromtimetotime.Ourproductcanbeconvertedintofurtherinterestafter

viewingourvodcastbytheuseofdatabases.Databaseswillallowustoseehow

manyofourviewerswentaheadandmadethedecisiontopurchasefentywithina

shorttimeframeofviewingthevideo.Wecanalsotrackotherformsofconsumer

engagementthroughsocialmediaplatformsthatwillallowustomeasurefurther

interestthatresultedfromourvodcast.Thecontentcanalsoberepurposedfor

differentmediaoutlets.Forexample,framesfromthevodcastcaneasilybeturned

intobillboardsandprint-ads.

PLAN​:

● Togetherwearecollaboratingourideastowriteonescripttoreflectourfinal

visionforthismediacampaign.Itwillthenbetransferredontoastoryboardand

editingbyAlyssaandCarissa.Thefilmingandmiccheckswillbetakencareofby

Devin.Ourmainvisionforthisadvertisementcampaignistobeginningthevideo,

withRihanna’sfameandsuccessasitthenleadsintoherbrand,FentyBeauty.Inthe

middle,theaudiencewillhearvariousinterviewsandviewpointsastohowthis

brandultimatelyischangingtheindustryandisdifferentcomparedtoothersinthe
market.Lastly,weseetheapplicationofsomeoftheseproductsonmodelsof

variousskincolorswhichreemphasizesRihanna’smessageofinclusivity.

● OUR TIMELINE:
Nov12-18​=Developingourscriptandstoryboard
Nov.19-21​=Gatheringallactors,resources,andequipmentneeded
Nov.26-30​=Filming
Dec.1-2​=Editing
Dec.3​=​VodcastRoughCut#1isdue
Dec3-9​=Continuefilmingandrevisingvodcast 
Dec.10​=​VodcastRough#2isdue
Dec.10-16​=Editing,Revising,Finalizing
Dec.17​=​VodcastFINALcutisdue

BUDGET:

● Thiswilloverallbealow-budgetfilmedcampaignusingborrowedand

alreadyownedresourcestocreateourvision.Wewillbeusingavideocameraand

lavaliermicsborrowedfromtheFashionInstituteofTechnology.Theediting

software,​AdobePremierePro​isalreadyownedbygroupmembers.

MEASURE:

● Thesuccessofourcampaigncanbemeasuredthroughtrackingsocial

engagementwithourvodcastafteritisuploadedtovarioussocialplatforms.

Also,databasescanbeusedtodeterminetherelationshipbetweenviewson

ourvodcastandtheconversiontosalesandwithinwhattimeframe.
THE CAMERA SHOTS:

Whenfilmingwewillmainlybeswitchingbackandforthbetweentheuseof

CloseUp(CU),MidShots(MS),andthe“Panning”techniques.Thecloseupshots

willfocusedontheapplicationoftheseproductsanditsplacementontheshelves.

Withthiscloserlook,theaudiencewillbeabletoseethetruecolorandpackaging

oflipsticks/foundationsacustomerwillpotentiallybepurchasing.Thecollectionof

thesecosmeticswilltakeupthefullframesotheviewerwillseeaclearviewasto

whatwewillbediscussingthroughoutthevideo.Ontheotherhand,midshotswill

beusedmainlyfortheinterviewingportionofourmediacampaign,feetonthe

street,andFenty’ssectioninSephora.Wewillmainlybeusingnaturallightingfor

theexteriorshotshoweverininteriorframesitwillcontainartificiallightingthatis

alreadyinsideSephora.Thepanningtechniquewillbeusedmultipletimes

throughoutthisvodcast(revealingthestore’slogoandtheproductsonshelves).

Thisshootingwillnotbestagedwithprofessionalactorsoranytalent,asitwill

solelybebasedonnaturalinterviewsfromFITstudentsandTeenVogueassociates

(foundonline).FilmingwilltakeplaceinsideandoutsideofSephoraon34thstreet,

NewYorkCitythereforewecanexpectthemoodtobeofhigh-energy. 

 
 
 
 
 
 
Citations:

https://www.thefader.com/2018/11/04/lana-del-rey-jared-leto-gucci-guilty

https://www.popsugar.com/beauty/Albino-Women-Review-Rihanna-Fenty-B
eauty-Foundation-44031294

https://www.fentybeauty.com/about-fenty

https://medium.com/@tanvi00sharma/the-fenty-impact-what-beauty-marketi
ng-can-learn-from-rihanna-9f12dea11c40

https://www.glamour.com/story/fenty-beauty-rihanna-legacy