Inside Rihanna’s Tremendous Bowl Halftime Present Advertising Engine


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Rihanna is not any stranger to good advertising and marketing.

Within the late 2010s, she made the transition from recording artist to billionaire mogul with the expansion of her Fenty-label manufacturers. Her portfolio of companies contains:

  • Fenty Magnificence: a beauty model that rapidly gained reputation for its shade vary and inclusivity.
  • Fenty Pores and skin: the pores and skin and physique care counterpart to Fenty Magnificence.
  • Savage X Fenty: a lingerie subscription model that now contains lounge and activewear.

Rihanna’s enterprise ventures and music profession had been largely siloed — till now.

Again in September, it was introduced Rihanna can be headlining the Super Bowl LVII halftime show, signaling her return to music after a six-year hiatus. As kickoff approaches, we’re seeing Rihanna use her household of manufacturers to advertise the upcoming efficiency.

The Fenty Advertising Engine

This week on the Fenty Magnificence social media accounts, the model shared an ASMR football-themed video to advertise the upcoming halftime present. This got here a number of weeks after the model provided a set of football-themed merchandise in its Showstopp’r line.

In January, Savage X Fenty launched a Game Day collection of halftime show-inspired items and hosted pop-ups to promote the merch in Los Angeles and Phoenix.

Over the previous few years, Rihanna’s manufacturers have induced main shifts of their respective industries.

The big selection of shades provided by Fenty Magnificence made different make-up manufacturers enhance their shade ranges to stay aggressive, and ushered in a brand new technology of movie star magnificence product traces.

The annual Savage X Fenty style present is understood for that includes fashions of all physique sorts and backgrounds, which is a far cry from Victoria’s Secret style exhibits of the 90s and 2000s and will have impressed the latter company’s rebrand to concentrate on inclusion.

The Fenty advertising and marketing engine is efficient. With a whole Fenty ecosystem of companies prepared to supply advertising and marketing help, the subsequent part of Rihanna’s music profession may sign a shift in how recording artists promote their music.

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