Rihanna and Sephora Tailored the Summer Body Launch to Millennials
Laura McQuarrie — April 18, 2018 — Pop Culture
References: wildbytes.cc
Inspired by the immense success of last year's 'Fenty's Playground' that was introduced in Madrid, Wildbytes, Rihanna and Sephora teamed up for an all-new immersive experience to kick off the launch of Fenty Beauty's 'Summer Body' collection.
To introduce consumers to the newest summer beauty essentials from the brand, a new activation was created for the Millennial consumer. Interactive experiential agency Wildbytes invited fans, influencers and celebrities to generate tons of social content for the launch of the range based on three Fenty Beauty products.
At the 'Summer Body Pool,' fans got to dive into a ball pit of pom-poms and have confetti rain down on them. 'Stunna Confessions' gave fans the chance to stand before a life-sized bottle of lip paint and make a confession to be recorded, broadcasted and projected at the event. The final station, 'Wild Postings,' invited fans to explore the beauty brand's diverse shade range through an animated poster format.
To introduce consumers to the newest summer beauty essentials from the brand, a new activation was created for the Millennial consumer. Interactive experiential agency Wildbytes invited fans, influencers and celebrities to generate tons of social content for the launch of the range based on three Fenty Beauty products.
At the 'Summer Body Pool,' fans got to dive into a ball pit of pom-poms and have confetti rain down on them. 'Stunna Confessions' gave fans the chance to stand before a life-sized bottle of lip paint and make a confession to be recorded, broadcasted and projected at the event. The final station, 'Wild Postings,' invited fans to explore the beauty brand's diverse shade range through an animated poster format.
Trend Themes
1. Experiential Beauty Activations - Creating immersive and interactive experiences for consumers to engage with beauty brands.
2. Millennial Consumer Engagement - Designing marketing campaigns and activations specifically tailored to engage and resonate with the Millennial demographic.
3. Social Media Content Generation - Encouraging fans, influencers and celebrities to create and share content on social media platforms to promote a beauty brand or product.
Industry Implications
1. Beauty and Cosmetics - Opportunities for beauty brands to differentiate themselves and create buzz through unique experiential activations.
2. Marketing and Advertising - Developing innovative and engaging campaigns that capture the attention of Millennial consumers and drive brand awareness.
3. Social Media and Influencer Marketing - Leveraging the power of social media platforms and influencers to generate organic content and increase brand visibility.
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