Product and Process Development for FENTY Beauty 1
Product and Process Development for FENTY Beauty 1
Shaniya Duncan
Product and Process Development for FENTY Beauty
MBA6012 Operations and Supply Management SU01
Dr. K. Pirkle
September 8, 2021
Product and Process Development for FENTY beauty
Company summary
Fenty Beauty is a cosmetic-related company created by a renowned artist known as Robyn Fenty Rihanna. It was officially launched on 8th September 2017. The main intention behind creating this beauty company was to come up with solutions regarding the issue of the increased makeup need for African American communities in the USA (Vorster, 2018). Other competitors in the industry were only producing makeup that was best suitable for people with lighter skin tone. Thus, the African American community was left behind in terms of their makeup needs.
With this discovery, Rihanna was confident that coming up with a beauty company specializing in makeup for the African American skin tone would close that gap in the market and make the company some good profits. Despite the African American community being her motivation to create Fenty beauty, the company also makes makeup for a variety of other skin tones (Fenty Beauty, 2019). Fenty has a wide variety of makeup shades to offer to its clients to ensure that they are easily distinguished from other beauty brands in the country and around the globe that do cater to such a broad market, as does Fenty.
Products and services offered.
Fenty Beauty mainly deals with cosmetics, makeup, and other beauty products. The company’s product designs differ between frivolous and full coverage (Vorster, 2018). Fenty Beauty uses Kendo brands to produce different variety of beauty products. Besides, the company has an assortment of makeup products such as lipsticks, match Stix, body bronzer, highlight, lip gloss foundation powders, and beauty products. The products have been created to feel lightweight and attempt to offer their customers a modifiable coverage that perfectly layers to make the skin smooth ultimately (Christiansen, 2021). The company produces makeup to motivate and have fun with. Subsequently, the brands seek to fill the gap left by other brands in the market in the context where product standards and foundation coloring are exclusionary to most individuals in society, encompassing people who require both darker and lighter shades.
After its launch, Fenty has undergone tremendous change in terms of product range and packages that have been launched over the years. This has been done chiefly by increasing the number of shades for its makeups and mostly going for darker shades that have not been in the market before.
At first, Fenty started with 40 shades that included darker shades, and it was a significant boost for its position in the market. Soon afterwards, Filt’R foundation, an extension of the company, was launched, which included 50 others different colors and shades for both darker and other women of color. This addressed a gap that had been around for a long, and as such, this gap had been criticized by many stakeholders in the market.
In November 2017, the brand launched Stunna Lip Paint, which drew a lot of attention. It was established to demystify the notion around red lipstick, especially for women of color. It created a buzz among other beauty brands, which did not stop Fenty from launching four other varieties of lip paints in different colors like baby pink, chocolate brown, and peach nude.
Subsequently, in 2018, Dirty Thirty was launched by the brand. This was a limited-edition design in honor of the CEO’s birthday who was turning thirty. This, despite having been a limited-edition design, turned out to be one of the most popular launches by the Fenty beauty brand. The following products were launched in this limited-edition design: trophy wife highlighter, the super pigmented and metallic gold cream-to-powder.
There were yet three other releases in April 2018. This was incorporated in their Beach, Please collection. In this release, Fenty would now have their first body product, which they named it Body Lava that comes in different skin tones and scents.
In October of the same year, Fenty launched ChillOwt, which is their winter collection that has a variety of products designed and suitable for the winter weather. An example of a product in this collection is Killawatt Foil Palette, a highlighter with metallic shades adding to seven, two lipsticks, and other products like sets of crayons. In 2019, another 50 shades were launched and named the Pro Filt’r Instant Retouch Concealer.
Processes involved
Managing a beauty company is not a walk in the park, and Fenty beauty is clear proof of that. The first step involved in coming up with Fenty beauty was to identify the gaps in the beauty industry and seek to come into the industry to solve that gap. A business plan is then developed to enable a draft budget estimation before the actual budget and funding are done (Ismail, 2018). A suitable location was selected, France, which is widely acknowledged as the fashion city of the world. Location is key in determining the type of clients and stakeholders that would be part of the growth of the business.
A business structure, name and subsequent registration are done before tax IDs are obtained to allow the business to start its operations are very necessary. A business structure helps determine the different departments that the company will have and their specific roles. This enables the effective and efficient operation of the business.
Outsourcing
The process of outsourcing products and services is important and very much rational in the management of any company. It makes much economic sense to outsource products and services if the resultant effect will be higher profits, more efficient and effective work, as well as improved customer/client trust in the company.
The rationale of outsourcing is mainly to reduce the social and operational charges and administrative costs as well as avoiding idleness of labor that may occur at times when they do not have demand. In the case where a company has enough financial muscles to sustain its operation, service, and product delivery, then outsourcing is not as much a necessity for it.
In the beauty industry, outsourcing is critical, especially in manufacturing products and employees to run the business. In most cases in the beauty industry, the marketing of beauty products is heavily dependent on outsourcing (Rahmawati, 2019). Fenty beauty brand outsources its marketing, labor as well as manufacturing of some of its products. This has been one of the reasons that the company has made record-breaking profits within the last few years (Christiansen, 2021).
Operational process chart
From the above process chart, it is clear that the company, despite having made some huge strides in the fashion industry, still may find some areas to improve on. This article suggests an improvement on easiness of accessing their products, their prices and clearer distinction between their numerous products.
Evaluation
The company, having described its mode of operation, fits to be a make-to-stock type of company. This is because the company analyses the market, gaps, and needs and then brings a solution to them after careful market analysis, forecasts, and predictions. The Make-to-stock model of companies is most suitable for fashion and beauty companies.
References
Christiansen, L. (2021). How Fenty’s brand positioning generated $100 million in 40 days –
Fenty Beauty. (2019, July 27). Fenty Beauty by Rihanna. LVMH. https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/
Ismail, A. (2018). International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual Case Study: Huda Beauty and Fenty Beauty.
Jilt. Jilt. Retrieved 23 August 2021, from https://jilt.com/blog/fenty-brand-positioning/.
Rahmawati, D. (2019). BEAUTY CONCEPT REPRESENTED ON COSMETIC ADVERTISEMENT. Jurnal JOEPALLT (Journal of English Pedagogy, Linguistics, Literature, and Teaching), 7(1).
Vorster, A. (2018). Does your beauty brand cater to all demographics?. South African Pharmaceutical and Cosmetic Review, 45(8), 38-39.
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