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Fenty Beauty wows world with help from print

Fenty Beauty was highly-anticipated when it was launched last year by pop-star Rihanna, and required perfect marketing to grip the ethos of the brand.

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Loveurope turned to printers to match the colours of posters with the GMG colour proof sent out by Fenty Beauty in America

The make-up collection aims to cover a range of tones, offering products such as foundation and powders in many shades to suit all skin tones. This could be evident from the advertising campaign designed by the global team at Kendo and supported by production specialists Loveurope

Loveurope provided project management, and came up with ideas on how to advertise the brand through digital and printed media. Print was used during the launch at Harvey Nichols in London, as hundreds of Fenty Beauty posters covered Knightsbridge London Underground and greeted fans.

Landscape and portrait digital and printed formats of advertising were required, and the end results see a unity between the various advertising projects. The colours of the advertising match the shades of the products such as shade of foundation, lip gloss, or skin tone of the model used (to further demonstrate that the make-up is for all women).

We attended press sessions at each printers and adjusted all colour until they matched the GMG colour proof provided by the global team in the US

Colour specialists were brought in to match colours with the products, and to ensure that when printed, the advertising was up to the standard set by all parties. Natalie Lennon, senior account manager, explains: “A very important part of the process, especially when working with beauty brands, is to ensure continuity across all brand colours.”

Lennon continues: “We attended press sessions at each printers and adjusted all colour until they matched the GMG colour proof provided by the global team in the US. The Fenty team were delighted with the result and through this attention to colour detail we were able to showcase the outstanding variety of shades within the range—a key feature of the Fenty Beauty range.”

The range, the campaign, and the launch were received well internationally, and have been rewarded with WWD’s 2017 Beauty Inc Award for Launch of the Year. The range was also mentioned in Time magazine’s 25 Best Inventions of the Year.

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