Fenty Skin launched in 2020 and changed the culture of skincare. In 2024, we set out to change the game again by launching Hydra Vizor Huez in May, a tinted mineral SPF moisturizer that addressed hydrating and shade-matching gaps with competitors. Our goal was to develop the next-gen mineral SPF moisturizer for all skin tones so that everyone could wear mineral SPF moisturizer without the white cast. Unlike other formulas that treat every skin tone the same, Hydra Vizor Huez has a specific pigment level for each of the 10 flexible shades. No flashback. No chalkiness. Our strategy was to explode Hydra Vizor Huez awareness with a scroll-stopping campaign that reinforced Fenty Skin’s skincare efficacy and mineral SPF inclusivity, evoke unparalleled product desire for Hydra Vizor Huez that Gen-Z can’t help but show off on social and unleash the sales machine by acquiring new clients & pushing conversion-driving content.
The “SPF’d Up” campaign was a 360 marketing plan structured to drive awareness of our newest product launch Hydra Vizor Huez and our core products and build the Fenty Skin brand DNA. The crescendo of the campaign was Rihanna by being part of excusive retailer content for Sephora, social-first content for our channels and the campaign was fueled by social and influencer efforts to build the buzz on and off our platforms. First, to build anticipation for the product, our social strategy included a three-day social tease utilizing Instagram’s 3-way collab tag with Fenty Beauty and Sephora for the first time and a social community crawl where we spoke directly to our social community who had past comments on mineral SPF, to tease a new product is on the way. Next we launched Fenty Skin’s first ever TikTok filter that included a shade matching effect to help online followers find their accurate shade of Hydra Vizor Huez and reinforce the shade flexibility of the product. We created educational content on TikTok to show how to use the shade matching filter plus collaborated with Sephora Squad members to post education/how-to videos on their accounts. To continue fueling this launch, we partnered with TV personality Brynn Whitfield from The Real Housewives of New York through content, an exclusive press interview with PEOPLE.com and a feature in the campaign assets. We maximized relationships with Fenty Skin loyalists through pre-seed product gifting, curated content for the product tease, announcement and launch. This campaign was a Fenty Skin first by sending our largest influencer gifting at launch that included Hydra Vizor Huez as the hero product plus other core Fenty Beauty and Fenty Skin products and the TikTok shade matching filter QR code. At the heart of the campaign was our SPD’f Up product storytelling to build our credibility as skincare experts and product desire for a multitasking mineral SPF moisturizer for all. This was executed by a robust content library of 180+ assets to power Fenty Skin’s paid and owned levers and handpicked contracted group of influencers named the Hydra Vizor Crew. We laser-focused on close-the-deal retail marketing as the key to driving sales by investing in a full-funnel retail marketing plan including Sephora store events, Ratings & Reviews at launch, the Sephora Squad and more.
Our top performing content on Instagram included our custom CGI animation product tease that garnered 1.1 million video views and 38,000 engagements and CGI announcement video that garnered 1 million views and 36,000 engagements. The success of these assets was driven by innovative and engaging CGI animation showcasing fan favorite products and Fenty Beauty and Sephora support to reach a larger audience. Our top product video on TikTok garnered 472,500 video views and 40,000 engagements due to the demonstration of skin diversity and best-in-class testimonial. During the first month of the launch on social, our average video views increased +18% to benchmark, engagements +20% to benchmark and we secured a 43% average For You Page views +19% to benchmark. Hydra Vizor Huez drove the most video views on Fenty Skin’s TikTok in the first half of 2024 with the TikTok shade matching filter as a key driver behind its views (223,000 views, 7,000 likes). Our influencer marketing strategy increased Fenty Skin’s EMV by +122% and we drove virality through content including a try on video that garnered 6 million view time on TikTok. We stepped offline and engaged with the top NYC media outlets for a intimate launch event securing 77.5 million impressions. During the first half of 2024 we launched our first paid YouTube campaign which garnered 14.8 million views and 5.7. million reach increasing our CPM by 9.4% and decreasing CPR by 30%.