What beauty brand Fenty can gain from Rihanna’s Super Bowl halftime show

On Sunday, February 12, 2023, three megastars, the NFL Tremendous Bowl, Rihanna and her model Fenty, will come collectively to kind one of many biggest supernovas ever witnessed.

Following a roughly six-year hiatus from music, Rihanna is returning within the splashiest manner doable. The residual results for her Fenty model shall be paramount. In response to a 2016 examine by the NPD Group, Rihanna’s fan base, generally known as “the Navy,” is 3.7 occasions extra seemingly to purchase merchandise from her than the typical big-name movie star, which is the best ranking any movie star has had. A tv viewers of 100 million could not solely increase Fenty’s gross sales from current followers but additionally encourage extra individuals to enlist within the Navy.

“Tremendous Bowl advertisements have all the time been the factor of water cooler speak and a purpose for some to observe the sport. However having Robyn Rihanna Fenty carry out may flip this into the best efficiency advertising-product-persona ever seen,” stated Sean Area, inventive director at Particular Operations Studios, a industrial arts and leisure firm.

Rihanna’s Instagram announcement, particularly, a easy image of her hand holding a soccer, generated $2 million in MIV, a proprietary Launchmetrics metric for media impression worth. MIV tracks the impression of influencers, print media, celebrities, official third-party companions and a model’s media channels. Comparatively, the NFL’s announcement generated $202,000 in MIV. Total, the web chatter between September 25-27 garnered $28.8 million in MIV, with the bulk coming from social media buzz adopted by on-line media.

And social media was certainly in a tizzy, with many individuals cracking jokes associated to the irrelevance of a football game when Rihanna is performing, to extra tongue-in-cheek quips that the efficiency could be one giant Fenty ad, on condition that the artist has not produced new music since her album “Anti” in 2016. Throughout this hiatus, Rihanna has centered on her companies, together with the Savage x Fenty lingerie model, which has contributed to her $1.7 billion web price, as estimated in 2021 by Forbes. She additionally not too long ago had a child along with her accomplice, A$AP Rocky.

“The [NFL’s] selection of partnering with Rihanna is thrilling as a result of huge anticipation of the artist’s return to the [music] scene, which has been on everybody’s minds since her final public efficiency,” stated Alison Bringé, CMO at Launchmetrics. “Rihanna’s Fenty ventures and her current childbirth have sustained the singer’s curiosity within the public eye, making her a superb selection for a buzzy Tremendous Bowl efficiency.”

With its practically 12 million Instagram followers, Fenty Magnificence has not taken benefit of the Tremendous Bowl announcement but. Fenty Magnificence didn’t reply to a request for remark. Nevertheless, it’s price noting that the NFL takes its logos across the Tremendous Bowl very seriously, which may impression Fenty’s oblique promoting and advertising and marketing technique. Fenty may very properly elect to have a Tremendous Bowl industrial, which in response to Sporting News, was upwards of $6.5 million for a 30-second advert on NBC in 2022. Nielson reviews that ladies comprise 46% of the Tremendous Bowl viewing viewers, which means that an advert could discover a related viewers. Nevertheless, in response to earlier Glossy and Launchmetrics knowledge, Rihanna is probably the most important MIV contributor to her model. A multi-million paid advert spot won’t drive as a lot impression because the halftime efficiency itself.

However except for the paid and unpaid promoting alternatives, there are softer approaches to advertising and marketing the model, in response to Bilal Kaiser, principal of inventive and influencer agency Company Guacamole. There are “Get The Look” make-up tutorials associated to Rihanna’s efficiency look and her attendance at different events and occasions that week. Even Fenty Pores and skin merchandise she makes use of after taking off her make-up could possibly be highlighted. Fenty may additionally produce particular collections that includes the merchandise Rihanna makes use of for her halftime present.

“Completed the fitting manner, an natural product-led perspective and music perspective might be tastefully mixed as one massive popular culture Zeitgeist second across the Tremendous Bowl,” stated Kaiser. “[I would recommend that] versus $5 million on a conventional blitz marketing campaign on the Tremendous Bowl. Primarily based on all the pieces we’ve seen, it wouldn’t strike the fitting be aware.”

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