To support the launch of Rihanna and Sephora's makeup line, Fenty Beauty, fans gathered at the central Callao Square in Madrid, Spain, to enter 'Fenty Beauty's Playground.' On-site, fans had the chance to become apart of the making of what is being called the "the world's first live-created fan film."
Fans and influencers alike had the chance to become the stars of the Fenty Beauty campaign, alongside Rihanna herself, on a playful set inspired by Fenty Beauty cosmetics. Wildbytes was tasked with launching this campaign for Rihanna and Sephora and notes that: "the result was an instantaneous, high-end fashion film, people could not believe was being made live."
Alongside the film set, Fenty Beauty's Playground also included "a multisensorial experience for guests," complete with makeup stations and video installations.
Live-Created Beauty Campaigns
Rihanna & Sephora Invited Fans to Make a Film at Fenty's Playground
Trend Themes
1. Live-created Beauty Campaigns - Opportunity for brands to engage fans and influencers in the creation of real-time, interactive beauty campaigns.
2. Fan-centric Marketing - The rise of campaigns that invite fans to participate in the brand's creative process, fostering a sense of community and brand loyalty.
3. Multisensory Experiences - Increasing demand for immersive experiences that stimulate multiple senses and create memorable brand interactions.
Industry Implications
1. Beauty & Cosmetics - Incorporating live creation and fan participation into beauty campaigns to generate buzz and increase consumer engagement.
2. Film & Entertainment - Integration of fan participation in the creative process for live-created films, enhancing the viewing experience and attracting a wider audience.
3. Event Planning & Experiential Marketing - Creating immersive and interactive experiences that bridge physical and digital environments, offering unique opportunities for brand activations.