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Partnering with LVMH has many benefits. One of which is having access to all of the sales data from beauty juggernaut Sephora as well as other LVMH beauty brands to make key decisions including which product lines to launch first. Additionally, partnering with LVMH gave Fenty Beauty global distribution that was hard to match, through Sephora, one of the largest beauty retailers in the world.Īlthough Rihanna could have stepped into the beauty arena on her own like Kylie Jenner did when she launched Kylie Cosmetics online Rihanna decided to start by entering into this lucrative partnership with LVMH. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo including Kat Von D, Marc Jacobs Beauty and Bite Beauty.
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Kendo has a significant amount of autonomy and the people working there often have start-up experience creating a risk profile among employees that is different than most companies. A world class partnership in the making. What you may not know is that Fenty Beauty was created in collaboration with LVMH’s Kendo Beauty division. Kendo was created in 2008 as an incubator by LVMH as a way to create brands that could be sold in LVMH owned Sephora. How does a beauty brand generate 500 million euros in sales in its first year? Just ask Rihanna.ġ. While it would be easy to attribute the success of Fenty Beauty just to Rihanna’s star power or her focus on inclusivity, there are other parts of Fenty Beauty’s strategy that contributed to the brand’s disruption of the competitive beauty industry. Fenty Beauty made the case for inclusivity and won. If they did it once, they can do it again.Many celebrities have their own product lines but few change an entire industry. That's not to say LVMH and Rihanna won't try their hand at another luxury brand in the future.
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The luxury line launched as an extension of Rihanna's own personal style but the brand's higher-priced items ($300 sunglasses or $800 heels, for example) didn't pique the interest of fans who are regular shoppers at Rihanna's Fenty Beauty, Fenty Skin, and Savage X. The Fenty site will likely go ghost in the next few weeks.īusiness of Fashion reports that another disconnect Fenty faced was securing loyal customers. WWD reports that LVMH views Fenty Skin as a "home run"-which sources predicted pulled in $30 million in e-commerce sales in just four months-and will shift its focus to strengthening Rihanna's other ventures. Travel bans kept the singer stateside, which allowed her to prioritize Fenty Beauty and Fenty Skin as they're both based in Los Angeles. "Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions," LVMH shared in a statement to WWD. But according to WWD, Fenty's demise is due largely to the ongoing pandemic and the challenges that arise operating a brand remotely, a luxury one that's produced in Paris and Italy at that.
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Nearly two years after debuting her clothing brand Fenty, housed under luxury conglomerate LVMH, Rihanna and LVMH are officially shutting down operations.įenty marked the first luxury brand LVMH launched from the ground up since launching Christian Lacroix in 1987.