Abstract
Rihanna began a trend of celebrity-owned beauty brands by inaugurating Fenty Beauty in 2017. As an outstanding celebrity brand, Fenty Beauty has generated $100 in its first 40 days. Its success is greatly determined by its marketing strategies. This study focuses on the interaction between the rise of social media and marketing strategies. It is important to understand the current global cosmetics industry. Due to the rise of social media, the global beauty market utilizes it as a key marketing tool. Fenty Beauty, a celebrity-owned beauty brand, explores the possibilities of digital marketing and the application of celebrity endorsement. The launch of Fenty Beauty challenged legacy conglomerates by turning the beauty industry online. The brand's mission is to provide beauty for everyone and promote diversity, acceptance, and inclusivity. This paper will further analyze Fenty Beauty and its marketing strategies by using SWOT (strengths, weaknesses, opportunities, threats) analysis and marketing mix theory (product, price, place, promotion) through a new e-marketing lens.
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