Cosmetics & make-up brands

Fenty Beauty brand profile in the U.S.

Fenty Beauty by Rihanna is, probably like the singer herself, most recognized among Millennials and Gen Z. Its users value success and a happy relationship more highly than the general cosmetics and make-up audience in the United States.
As a relatively young company founded in 2017, Fenty Beauty still has the potential to establish itself further among its target audience. For now, its inclusive shade range and high-quality products are some of its strongest selling points.

Brand KPI profile

Rihanna’s brand Fenty Beauty is not as renowned as the singer herself

Just over half of U.S. consumers who use cosmetics and make-up products are familiar with Fenty Beauty, the brand founded by Rihanna. Of those consumers, 14 percent stated that they use the brand, and 11 percent would use it again in the future. The biggest growth potential for Fenty Beauty probably lies in the KPIs of brand usage and brand loyalty. Meanwhile, about one-fifth of cosmetics and make-up consumers in the United States have a positive opinion of the brand. Fenty Beauty had been noticed in media and advertising by 16 percent of consumers in the past three months before our survey.

Generations

Gen Z And Millennials are the core audience of Fenty Beauty

When comparing the generations of cosmetics and make-up users in the United States, a significant generational gap is evident in Fenty Beauty’s brand KPIs. Millennials and Gen Z are clearly more engaged with the brand than Generation X and Baby Boomers on all levels. Brand awareness among Millennials is particularly noteworthy at 65 percent.

Life values

It is all about love and success for Fenty Beauty customers

The most important aspect in life for U.S. Fenty Beauty users is a happy relationship, followed by being successful, and safety/security. In contrast, non-users of Fenty Beauty prioritize an honest and respectable life. Fenty Beauty users rank having a good time higher, while non-users value making their own decisions more.

Published October 4, 2023

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