Makeup

Youtube is a video website headquartered in San Bruno, California. Youtube was created in February of 2005 by three former employees: Chad Hurley, Steve Chen and Jawed Karim. 300 and more of video is uploaded to Youtube every minute. Since I was in 3rd grade I have used youtube in my everyday life. It has taught me numerous amount of things such as drawing/painting,cooking, makeup and what a YouTuber is.

One of the numerous things youtube has taught me is, makeup. Some makeup basics are Foundation + Concealer and Bronzer + Highlighter. Some youtube channels that contain these basics are, Makeup Crafts, NikkieTutorials and James Charles. All three of these channels have more than 18k followers and from what i’ve watched they are very reliable. NIkkieTutorials channel has a lot of creative things. Such as, having celebrities makeup artists doing her makeup( rihanna and beyonce) and having her subscribers pick her makeup looks.

Not to mention, youtube has also taught me how to cook. Cooking is something everyone has to know how to do or you would be eating pb and j sandwiches and noodles everyday. Some channels associated in the topic(cooking) is tasty and so yummy.The topic of cooking is helpful to me because i’ve been into shows such as Masterchef, Masterchef jr , Hell’s Kitchen, Chopped, Chopped jr, Kids Baking Championship, The F Word and I want cooking to be one of my hobbies besides drawing.

Speaking of which, Youtube has frequently taught me how to draw/paint. Drawing is a hobby I have been doing for years and i’m trying to improve as I get older. Even though I draw very well my painting can do a little improvement, to be honest I paint like I third grader and instead of wasting my paint I decided to use Youtube as my mentor. One of my inspirations is, Bob Ross. His real name is Robert Norman Ross and he was an american painter, art instructor, and tv host.

Some of you may be wondering what a youtuber is. A youtuber is user of YouTube, especially someone who appears in there videos. The most common YouTubers are couples. Such as, Jazz & Tae, Carmen & Corey, Nique & King, etc. There are many more but those are just a few that I watch. The average YouTube channel can receive $100 per 1,000 views. As shown above, all of these are some good thing youtube can teach you. But,there’s also a bad side of youtube but it depends on what you search,the thing you search affect your recommendations on youtube and everything but, some may cause viruses on your computer or phone. Therefore, stick to the good side were you can learn alot like I did. There is more that you can learn.

The relationship between marketing planning and business-level strategy is that you need both if you are going to have a truly successful business. The marketing plan lays the foundation for the company and its goals, while the business-level strategy can be used to assist in narrowing down weaknesses that need to be addressed and making sure that your company stays relevant and can compete with similar brands in the industry. A successful company needs to be malleable and able to change with the times, as well as tailor itself to be what the customers want from the company. The company I have chosen to do for my Minor Project 1, is an excellent example of a company that expands and tailors itself to what the customers want. It went from selling 1 item that people like, to selling dozens of items that people all around the world use every single day.

For my company I chose to do Morphe, a makeup company that I regularly buy products from. The Morphe brand is currently very popular among social influencers, especially those on YouTube and Instagram. The mission statement or main objective of Morphe is to be a beauty brand that offers high-performance yet affordable makeup products that allow makeup artists to express their creativity for beauty (About the brand). The mission of Morphe is one that is strong within the it’s industry, as their products are professional yet affordable compared to some other brands in the industry that can be expensive and underperforming. Morphe stands out amongst other brands as it is endorsed by many famous individuals, and it has many collaborations with famous makeup artists. The main objective of Morphe is clearly met as they are a globally successful company with many supporters and they are continuously growing their product options.

Morphe has many strengths, but they have some weaknesses as well. One of the brands biggest strengths is their relationships and endorsements within the beauty community with influential makeup artists. The Morphe brand has repeatedly released collaborations with famous makeup artists where they release brush sets, palletes, or other makeup products under the Morphe name and the name of whichever star they are currently collaborating with. Some of the most recent collaborations have included YouTube superstars like James Charles and Jeffree Star. Morphe has a good reputation for most of its products and the recognition they receive from celebrities is one of their biggest strengths. This only adds to the fact that most of their products are reviewed well within the beauty community and they perform well when applying makeup. The quality of their products and the support from those in the beauty community are by far the company’s biggest strengths.

One of the weaknesses of the Morphe brand however is that some of their products have drastically underperformed and been trashed by those in the beauty community. Some palletes released under a certain collaboration were said to not be meeting the quality they had come to expect from Morphe products, Morphe has also been said to buy off some beauty influencers to support their brand, which is not as scandalous today as it was a few years ago, but it is still not a good reputation that the brand wants to be associated with. The line of products that were found to be of low quality were said to have been recalled and re-released with better formulas, but some in the beauty world said the formula of the products did not change at all. This was a critical point in Morphe history as it was close to breaking the brand. In recent collaborations with makeup artists the quality of products has greatly improved so it looks like Morphe identified the weakness they had with one of their previous influencers and fixed it so that it would no longer be an issue.

Morphe now has the opportunity to continuously expand their brand collaborations since they have fixed their product issues in the past, and it will most likely lead to an increase in overall revenue. The recent collaborations they have done have all sold out just minutes after they have hit the shelves, and whenever there is a restock, it is almost immediately sold out again. Morphe could use this opportunity to further the collaborations they have with the current makeup artists they are working with, and they could capitalize on this success and make deals with other highly successful individuals to create new makeup products. Some of the threats to the company could be if they stop releasing new products, or if they use formulas for products that did not test well on the market in future products. The biggest current threat to Morphe would likely be a future product release that tanks the image of the company, or if a company with similar quality products for a slightly cheaper or similar price emerges. That is a possibility since new makeup brands appear consistently, and if one lives long enough to challenge Morphe’s popularity in the beauty market, then that could be a huge potential threat to Morphe.

The objectives of Morphe, other than the obvious ones of being successful and earning a good profit, consist mostly of being able to provide high quality products at reasonable rates to beauty enthusiasts. The Morphe brand may have just started out selling makeup brushes, but they have expanded the product range to include eye shadow palletes, concealers, foundation, primers, eyebrow tools, highlighters, bronzers, lip products, and many more. They have met their objectives successfully as they have continued to provide quality products at decent rates to a wide range of consumers who enjoy using makeup to express their creativity. There does not seem to be a specific deadline for the company as they expand, but if they keep going at the current rate the chance of success within the company is high as they have been doing well in recent years.

The target market strategy for Morphe consists of mostly teenagers and young adults. While makeup products are usually targeted toward women, in recent years there has been a large increase in male beauty influencers and men wearing or buying makeup on social media, so Morphe sells to all genders who are interested in beauty products. Many of their collaborations are even with men so they are very open and positive towards the male beauty community. They target to all races and ethnicities as they have very inclusive color ranges for foundations and concealers for all different types of skin tones. If we had to narrow down the target market strategy for Morphe we would say its for the 13-27 age range with a primary focus on women since that is the majority of the clientele.

The marketing mix for the company is pretty straightforward. The product, or the makeup and accessories that Morphe sells, have a distinct style of packaging and look to them that can be associated with the brand. The brushes and makeup palletes have a very unique style, as well as the other products that Morphe sells, which makes it easy to identify a Morphe product. The place, or distribution of Morphe products, allows Morphe to be bought in a number of ways. You can either go to a Morphe store to purchase Morphe products, a makeup store like Ulta that carries the Morphe brand, you can also order Morphe products online through the Ulta store or through the Morphe website. They ship to all North America locations and most European locations, so you can get Morphe products globally.

Morphe uses several different types of promotion for their products, the most successful one being YouTuber endorsements who plug the brand on their channels, and post about the brand on their social medias. Morphe continuously provides special codes that get you 10% off your purchase, and these codes can be obtained either through your favorite Morphe approved beauty guru or by a special sale that Morphe promotes on their social media platforms and their website. They also e-mail customers with special offers, promotions, and upcoming products or deals. They also post a lot of pictures from photoshoots of their products, their makeup on models or customers, and they attach links to their photos, so it is easy for customers to see the pictured product that they can purchase for themselves.

They also post teaser images on social media of upcoming collaborations or new products so that followers of the brand can be up to date on the up and coming products Morphe will be offering. As far as price goes for Morphe products, the prices are reasonable and nothing too expensive, which is what the brand advertises. Brushes can be bought from anywhere from usually $6 to $16, with prices being either lower or higher if it is a smaller/larger brush or if it is a very specific type of brush. Eyeshadow palletes are usually priced around $12-$30 depending on the size of the pallete. The foundation goes for $18, the concealers for $9, primers are $12, and blushes are also $12, to just name a few of their products. Morphe has excellent pricing for the quality of product you get, which is one of the reasons they have been able to dominate the beauty world.

As far as implementation for Morphe goes, they should continue on the path they took with their last couple of product collaboration launches as they have been sold out within minutes and they are continuously sold out both in stores and online. The marketing plan they currently have in place seems to be very successful and except for a few tweaks here and there I don’t think they should make any major changes to their marketing plan. When evaluating the marketing plan for Morphe it has been successful for at least the past few years, and it appears that it will be successful in the future if they keep up this level of professionalism and continue to build upon their current plan. Once the plan is put into motion they can use control to make any necessary adjustments and fix any mistakes. They can adjust their prices or work on bettering their products, public relations, etc. if need be through control.

The Morphe company is very reputable within the beauty committee and is a staple in almost every beauty lover’s arsenal of products. They have a loyal following and a solid marketing plan that has proven itself well in the beauty industry. The business is headed in a very inclusive direction as they are aiming to make sure that their products can be used by anyone no matter the race, gender, or age of the person. By including male makeup artists in their campaigns, they are positioning their brand to be one that is at the forefront of inclusivity in the makeup world. Many brands still have a very limited shade range for people of color and are run by homophobic or unwelcoming people who do not believe everyone can enjoy makeup. Morphe aims to be the spearhead of the inclusivity movement it seems by making sure anyone and everyone can use their products. Morphe is a wonderful makeup brand, with a great message, and a very strong marketing plan that will help ensure they stay on top of the makeup brand competition.

M.A.C Cosmetics was established in Toronto, Canada when makeup artist and photographer Frank Toskan and beauty salon owner Frank Angelo became frustrated that the lack of makeup would shoot well in photography. During his time as a photographer and makeup artist Frank realised that the lack of colours and textures needed to maximise performance and result of makeup for industries, so they brainstormed a makeup line. Their aim was to develop a makeup line that was to fulfil their professional needs, so their goal was to produce their own. At first, they made the Cosmetics straight from their kitchen and sold them from the salon to makeup artists, models, photographers, then came stylists and editors.

Their approach was chic utility and decided to package their own products in black pots instead of compacts and that quickly became the company’s signature.While other makeup brands at the time were predominately skin care companies M.A.C choose to establish itself as the ultimate colour authority, they were known for creating vivid and rich colours for every skin tone focusing on darker skin tones.With every colour and every magazine credit, word of mouth, popularity grew and in March 1984 the duo officially launched a line from a single counter in a department store in Toronto. It was staffed with professional makeup artists, offering a wide range of products that took the industry by storm.

It was the first brand in cosmetic history to invest in training and education for its staff and the customer’s point of sale experience, rather than driving sales through traditional promotional techniques MAC relied on the integrity of its carefully formulated product line. Adding to this was a touch of outrageousness. The company that honours individuality and self-expression, this brought drag and theatre into the Mac stores and counters.

One of MACs big breaks occurred in the 80s when a New York cabaret star Madonna wore its intense matted red lipstick on a photoshoot wearing a M.A.C t-shirt and people began to take notice of the company. MAC quickly cultivated following in both fashion and retail markets and was responsible for creating many trends.

Initially sold exclusively at the Bay in Canada it quickly expanded to Henry Bendel in New York. Nordstrom department stores welcomed the brand soon after marking MACS first foray into the mass North American retail market Saks, Macey’s, Bloomingdale’s and Dillard’s quickly followed suit as well as dozens of MACs standalone stores.
The company’s products were originally intended for makeup professional but are sold directly to consumers worldwide. Frank Toskan first manufactured makeup for models but then the models wanted the make-up for friends and relatives and so on. Today Mac continues to work in fashion but has become a global brand.

In 1994 as Aids and HIV continued to spread across the globe MAC’s co-founders searched for a way to respond to the epidemic, encouraged by input from employees, they decided to make AIDS/HIV organisations and the M.A.C Aids fund was born. To date, the Viva Glam campaign has raised over $400 million for the fight against HIV/AIDS with the Viva Glam product line being a bestseller with its lipsticks and lip glosses donating 100% of the sale price to the fund.

Mac has collaborated with many celebrities for the Viva Glam line on limited edition lipstick and lip glosses, with spokespeople such as Lady Gaga, Nicki Minaj and Pamela Anderson. Every year MAC selects a new spokesperson for Viva Glam. The first was drag queen RuPaul in 1994. RuPaul’s Viva Glam lipstick is the first product MAC Cosmetics advertised.

In the 1990s the brand had over a hundred stores worldwide, earning two million Francs. The development of the brand internationally, the opening of new points of sale, and the adaption of product lines tailored to each continent, left little time for founders to create new products. In 1994 the company Estee Lauder took 51% of shares and began managing the business end, and John Demsey was named the president of MAC.

Under his leadership the link between fashion, beauty and culture has been strengthened, allowing MAC to stay on the edge. Mr Demsey has also organised MAC’s participation at important film festivals worldwide and in support of the MAC Aids fund has also encouraged the sponsorship of pop music tours for Viva Glam spokespeople such as Mary J Blige and Missy Elliot. In addition, he has been involved in collaborating with celebrities such as Linda Evangelista, Liza Minnelli, Catherine Deneuve and more to endorse the Viva Glam and beauty icon programs.

In 1997 Frank Angelo died, at that time MAC had revenue of $250 million which doubled ten years later. Estee Lauder Inc completed an acquisition in 1998 and Frank Toskan decided to sell his shares and leave the company at the end of that year.

Mac is sold in over 105 countries around the world. It remains committed to developing new categories, products and over 50 collections each year, all of which continue to serve the demand of the consumers and professional makeup artists. Mac cosmetics is named one of the top global makeup brands, with a turnover of $1 billion in over 500 stores which are all are run by professional makeup artists.

MAC is an official makeup brand used to create makeup for movie actors. Its most popular products are studio fix powder foundation and Gigablack lash mascara. The most popular lip product by this brand is the Viva Glam lipstick which became popular due to its smooth formula and rich pigmentation, it was released in 2014.

MAC cosmetics are responsible for many collaborations around the world, with popular names such as Ariana Grande, Rihanna, Selena Quintanilla and Mariah Carey. They are also, responsible for working alongside companies such as Mattel and Disney, creating products around their characters. They are now doing collaborations with beauty influencers on YouTube etc. These continue to enhance MACs relevance and reach existing fans as well as new ones.

MAC artists set trends backstage at over 200 fashion week shows around the world, working with names of Prabal Gurung to Vivienne Westwood, secures the envied status of MAC as the world’s leading beauty trendsetter.
Company mood board

An outline of the practical assignment

I have decided to do my graded unit on MAC Cosmetics as they are my favourite brand and most of the makeup products I purchase are from this brand. I love this brand because of the high quality of their make-up, and they have a huge variety of different products and colours.

MAC Cosmetics also do collaborations releasing limited edition products which I love, as the products are always nicely packaged, and the products are custom made to whomever they are collaborating with, which makes the products unique and hard to get a hold-off and they sell out fast.

My favourite product from this brand is their lipsticks so I have decided to base my three looks on their limited-edition lipsticks from three of my favourite collaborations.

An outline of the practical assignment

In May 2014 MAC Cosmetics teamed up with Disney to create a special line of makeup to celebrate the launch of the new movie release Maleficent. MAC created a full look, launching eleven new products based on the movies main character Angelina Jolie. The collection contained eyeshadow, brow pencil, lashes, face products and even nail polish. Everything you would need to re-create the character Angelina Jolie portrays.

The look I wish to create will be based around this character, with their limited-edition red lipstick ‘true loves kiss’ with a few differences of my own. I plan to make a few changes to the costume although keeping it real to the character.

In spring 2007 MAC cosmetics launched they’re Barbie loves MAC collection which was they’re first ever colour collaboration between MAC and Mattel. With the world’s most fashionable doll inspiring MAC’s spring/summer collection. The collection created for living dolls features everything from bright peach and pink tone, sugary pink lipsticks, candy lip glosses and deep and pastel blushes that were sheer on the skin, finished with the signature Barbie ponytail silhouette logo. I plan to create a look with the Barbie loves MAC ‘rocking chic’ lipstick and creating a real living Barbie doll.

In October 2015 Ariana Grande launched her second collaboration with MAC releasing the Viva Glam collection, with a dark, moody matte plum lipstick and a shimmering pink lipglass. Ariana is one of many celebrities raising money for the Aids fund. I plan to create a full glam makeup look with winger linger using the limited-edition lipstick.

Graded unit schedule

• Week beginning 30/01/19
• Week 1 Going over the graded unit with the class.
• Week 2 Meeting with the lecturer.
• Week 3 Research our chosen theme.
• Week 4 Start typing up research in a portfolio layout.
• Week 5 Continue to work on the portfolio by doing step by step guide with materials and resources, a time-bound schedule for each look, mood boards for each look and face sheets. Also, order any materials I may need.
• Week 6 Continue to work on the portfolio, research and order any materials I may need
• Week 7 Submit planning stage of the portfolio by 13/03/15
• Week 8 Make sure everything is prepared for the development stage, all clothes, materials and makeup is organised while waiting for feedback from our lecturer
• Week 9 Second meeting with the lecturer
• Week 10 Easter break
• Week 11 Easter break
• Week 12 Complete model 1
• Week 13 Complete model 2
• Week 14 Complete model 3
• Week 15 Upload the final images to the portfolio and complete writing work and submit the development stage by the 15/05/19
• Week 16 Complete the evaluation stage and submit the portfolio by 22/05/19

Identification of information sources to be used

• https://en.wikipedia.org/wiki/MAC_Cosmetics (accessed 13/02/19)
• https://www.maccosmetics.co.uk/our-story (accessed (13/02/19)
• https://www.allure.com/story/mac-makeup-surprising-facts (accessed 16/02/19)
• http://www.maccosmetics.jobs/mac/our-history.html (accessed 16/02/19
• http://www.macaidsfund.org/theglam/campaignhistory (accessed 17/02/19)
• https://dsim.in/blog/2016/12/15/case-study-m-c-cosmetics-became-worlds-leading-makeup-company/ (accessed 17/02/19)
• https://www.bing.com/images/search?view=detailV2&ccid=mfyxPWKo&id=20BE1DD9A4AD977B537C3AAAD80B46A13BD247FC&thid=OIP.mfyxPWKodDA8DgXjpu6y8gHaHa&mediaurl=https%3A%2F%2Fi.pinimg.com%2F736x%2Fe6%2F45%2Fc9%2Fe645c91cec97606ebf4eaa6d5ec6252a– maleficent-horns-maleficent-party.jpg&exph=736&expw=736&q=malificent+costume+ideas&simid=608050982748554418&selectedindex=155&ajaxhist=0&vt=0 (accessed 01/03/19)
• https://www.pinterest.co.uk/pin/524950900285527691/ (accessed 01/03/19)
• https://www.pinterest.co.uk/pin/456411743459611892/ (accessed 01/03/19)
• http://www.retrotogo.com/2007/03/barbie_loves_ma.html (accessed 01/03/19)
• https://en.vogue.me/archive/beauty-counter/10-best-mac-makeup-collaborations-barbie-rihanna-cinderella/ (accessed 01/03/19)
• https://viewthevibe.com/best-mac-cosmetics-collaborations-ever/ (accessed 01/03/19)
• https://www.thetalko.com/ranked-25-fan-favorite-mac-cosmetic-collections-of-all-time/ (accessed 01/03/19)
• https://www.google.com/search?biw=1920&bih=963&tbm=isch&sa=1&ei=uJp6XKLcOvTUgweZm4XwBA&q=mac+cosmetics+textures&oq=mac+cosmetics+textures&gs_l=img.3…1074208.1085484..1086392…0.0..0.65.1253.22……2….1..gws-wiz-img…..0..35i39j0i67j0j0i8i30j0i24.ZS1HsMxwJ6I (accessed 02/03/19)
• https://www.google.com/search?q=smokey+eye+red+lip+looks&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiTo5m28uPgAhVFSBUIHa_8BJoQ_AUIDigB&biw=1920&bih=963 (accessed 02/03/19)
• https://www.google.com/search?q=barbie+loves+mac&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiiysDpiuTgAhXrTRUIHSRQBQMQ_AUIDigB&biw=1920&bih=963 (accessed 02/03/19)
• https://www.google.com/search?q=ariana+and+mac+collection&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIupzekuTgAhWkTxUIHRptD-wQ_AUIDigB&biw=1920&bih=963 (accessed 02/03/19)
• http://beauty.fzl99.com/what-is-the-history-of-mac-makeup/ (accessed 05/03/19)

Research, planning, and organizing information clearly are essential in creating a makeup manual for clients. To be a successful makeup artist, it is very important to be able to connect with your clients and develop trust. A person’s appearance is very impactful on their daily life and how they feel about themselves. In 2018, the U.S. was considered the most valuable beauty and personal care market in the world, generating approximately 89.5 billion U.S. dollars in revenue that year (Duncan). It is very imperative to analyzing the makeup manual audience prior to completion.

This analyzation will solidify whether the approach and delivery of the information is best. There are several big questions that need to be considered to determine the best way to proceed in creating the makeup manual. Who are my key audience clients? What are their personal preferences? Which demographic characteristics are noteworthy? What are my readers’ attitudes? Once these are addressed, the manual can continue.

Overview

In creating the makeup manual, the first question that needs to be answered is who. Who is my key audience clients? My key audience will be past clients that I have worked with in weddings, photo shoots and people referred to me by hair stylists. This audience key members will be women between the age of 25 to 70 years old. The beauty industry is known to be resistant to economic downturns – even faring well during the Great Recession of 2008. Though consumers tend to be more price conscious during those times, they do not stop spending. So in today’s environment of rising per capita incomes the beauty business is booming (Sena). The beauty industry is something people always justify spending their money on because it makes people feel better about themselves.

Next, it is important to ask what are the audiences’ personal preferences? 82% of women now believe that social media drives these trends. It’s a constant flow of information and opinion from not just trendsetters or celebrities, but from friends and friends of friends and an entire universe of strangers (Sena). Instagram and Facebook has a huge impact on what they prefer in makeup looks and makeup products. This statistic shows the share of consumers in the United States who prefer to purchase natural or organic decorative cosmetics products as of May 2017. During the survey, 40 percent of responding U.S. consumers reported that they prefer to purchase makeup products that are natural or organic (Kunst). Our skin is our largest organ and people are choosing products that are better for us full spectrum.

Additionally, it is crucial to understand which demographic characteristics are important. Gender is essential in because even though men spend money in the beauty industry, women still dominate the numbers. I feel that age is significant because the younger generation 24 and younger, rely greatly on social media and YouTube to learn about makeup and skincare. I feel like people older prefer the one on one interaction with someone and the attention from a makeup artist. Age is also a focus because people who have established their careers or retired have more disposable income as compared to high school and college students. Products and services focused on our aging population. Said plainly – we have a large retired/retiring population, and many of them have money to spend (Sena).

My listener’s attitudes are the last area of the audience analysis to consider. There are two characteristics to be aware of here. The first attitude to consider is the audience’s attitude toward me as a makeup artist. Although, all of my jobs – the clients contact me so an negative attitude shouldn’t be an issue or they wouldn’t choose me to work with on makeup. The second attitude to consider which will influence my approach to the appointment with the client is the audience’s attitude toward the subject of makeup.

Rihanna created Fenty Beauty after having multiple experiences in the makeup industry and noticing that they do not cater well to the African American community. In her daily life, it’s obvious that she uses makeup. Whether that be in music videos or photoshoots, she uses makeup to capture the mood she is trying to convey. Being who she is, it’s evident that she has tried a lot of makeup varying in brands from luxury to less luxury however, she was never quite satisfied with the products in the makeup and beauty industry.

She felt like the industry produced makeup that was only fit for the lighter shade skin tones (Pacelle, 2017). Hence the idea to create Fenty Beauty, a brand that was heavily needed to benefit the African American community and everyone of all shades. Her motto was to come up with a product that is beneficial for everyone regardless of your skin one. She wanted everyone to be able to have a shade that fits them without having to mix multiple colors together to get the right shade.

Currently, the makeup that is available has many outcomes on different skin tones, which is one of the things she didn’t like nor wanted for her brand. Her goal is to include all woman with all looks however, her focus is on a colored and dark-skinned woman that are harder to accommodate when it comes to foundation. Her formula for her makeup is unique being as though it caters to all skin types. Universal shades were the targets in the backbone of the business plan.

Fenty Beauty designs vary between lightweight and full coverage but are sensitive to those with different skin types. This is done to not only inspire her customers but also meet their demands in quality and price. In general, makeup should be there for fun and that woman or men should have fun when applying their makeups or when using beauty products it shouldn’t feel like an activity with pressure. Which is why she wanted to do something unique and different in this industry. Fenty Beauty produces beauty products using Kendo brands. The firm produces a variety of makeup products such as lip gloss, highlight, body bronzer, lipsticks, foundation powders, match stix, and beauty powders.

I will show the different end of Rihanna’s Fenty beauty company in all aspects and the company’s competitive advantage regarding basic business strategy and business environment in the industry. After that, the strategy of the market for the company will be analyzed and ideas on how Fenty can be improved.

Analysis of the Business Environment

I chose the company Fenty Beauty for my SWOT Analysis. Fenty Beauty is a fairly new makeup brand that focuses on young makeup artists that are young adults to older adults. They have many platforms, that goes to target beginners and highly skilled makeup artists. Their products include a range of foundation shades, creating an inclusive image of the company.

Fenty Beauty has a lot of strengths, one being what the brand stands for; which is unity and inclusion of all people regardless of race, religion, and age. This makeup line focuses on bringing together beauty around the world no matter the shape or form. I believe there aren’t many weaknesses for this company. The brand is already notorious and with a face and founder like Rihanna, it’s easily liked and recognizable.

Fenty Beauty really is targeting everybody. Every skin tone for every age and demographic is included in her line. The major threats to Fenty Beauty are competitors like Kylie Jenner Cosmetics which are designer cosmetics focused on the same clientele as Fenty. The main weakness in this company is that it’s still new and just fully getting started. So, it’s harder for them to compete on the same level as some other major cosmetic lines.

Strengths Weakness

• Fenty Beauty has changed consumer expectations of how a beauty brand should develop products and communicate to a diverse customer base (Mintel, 2018a).
• Rihanna’s association and part ownership of Fenty Beauty lends instant credibility to the brand (Mintel, 2018a).
• Exclusivity at Sephora provides a unique experience that allows product trial before purchasing (Mintel, 2018c).
• In the first month of launch, the brand’s revenue was five times that of Kylie Cosmetics for the same period (MarketLine, 2018a).
• Magnetic packaging adds an innovative and playful element to the brands nude shades and clean lines (Mintel, 2017a).
• Highly inclusive brand (50 shades of foundation, first of its kind to do so in the beauty industry)
• Strong celebrity endorsements along with featuring “every day” users on their social media. Makes the content more relatable.
• Fenty Beauty has a charitable aspect to it. According to the website, The Clara Lionel Foundation was established by Robyn “Rihanna” Fenty and supports and funds groundbreaking and effective education, health and emergency response programs around the world.
• Inclusivity in color cosmetics has evolved to include genderless beauty, and Fenty Beauty advertises only as “for women” (MarketLine, 2018; Mintel 2018d).
• Strong opinions on Rihanna herself leads to consumers judging the quality of her products and her brand (MarketLine, 2018b).
• Consumers and beauty bloggers are upset over the pricing and quality of the “Body Lava” luminizer after mixed reviews (Grassfields, 2018).
• Fenty’s Instagram photo of the first product led potential consumers to question the quality before the company launched (Daily Mail, 2017).
•  New brand, established in 2017
• Could be doing more to showcase men in makeup.
• Fenty Beauty is a high price product brand, making it pricey for some individuals.

Opportunities Threats

• Color cosmetics is the largest and fastest growing segment with almost one third of the total sales in the beauty market (Mintel, 2017b).
• 44% of women discover new products and brands on social media and 41% use social media to stay updated about brands (MarketLine, 2018).
• The population growth of Hipic and Asian females predicted for 2020 will drive the beauty industry as both groups are more engaged in their beauty routines than other groups (Mintel, 2018c).
• Facial cosmetics, including foundations, are estimated to have the highest consumer spending rate in color cosmetics with 47% of sales for 2018 (Mintel, 2018b).
• Roughly 25% of women use YouTube tutorials to learn about makeup looks (Mintel, 2018b). • Since the launch of Fenty Beauty in 2017, mainstream brands such as CoverGirl and L’Oreal have released new shade ranges and extended product lines to include Black women in their respective brands (Mintel, 2018a).
• Black women who follow natural beauty product trends prefer skin treatments over wearing color cosmetics, such as face and eye makeup (Mintel, 2018a).
• Black women under-index among specialty retailers and are more likely to visit mass merchandisers, drug stores, and online-only retailers for beauty purchases (Mintel, 2018c).
• Beauty consumers question the truthfulness and authenticity of influencer recommendations (Mintel, 2018b).
• Kylie Jenner Cosmetics as well as other name brand/high-end makeup companies.
• If prices continue to be high, they will forever eliminate a market of makeup lovers that cannot afford the product.
• Currently there is no place in Muncie to purchase Fenty Beauty.

Analysis of the Target Market

Currently, the cosmetic and beauty industry is a competitive market. With everyone being interested in makeup and having youtube as a source to promote their makeup tutorials, it is important for makeup brands to constantly come up with new ideas. You have to take into account a lot of factors such as the department stores and specialty stores in which beauty products will be sold in which would be Macy’s, Sephora or the MAC store.

Fenty Beauty flourished in a lot of ways. They have been reported $100 million in sales in its first few weeks, propelled by Rihanna’s fame and 71 million Instagram followers. For a long time, men and woman of color and those who are albino have had a hard time finding a shade in a foundation that matches their tone. In most cases, they have to get multiple shades and then mix those shades to get their skin tone which then means having to put on a lot of foundation which is very heavy for the face. Other companies always have a variety of foundation however within those shades you aren’t given full face coverage to those of a darker shade.

So you’re able to see a lot of undertones in a person skin. People may say that it is harder to find a darker shade foundation in certain places because people believe that a certain kind of person does not exist in their area so theirs no reason to create something if there’s no chance of it being sold. In an article written in Cosmopolitan in 2015 by Andrea Arterberry, she quotes Balanda Atis (a scientist with L’oreal USA) explaining that “While brands might succeed in making darker shades, they didn’t always get the undertones or the depth right. There are four pigments used to create a shade: white, yellow, red, and black. When creating deeper shades, there tends to have too much black pigment which causes the skin to look bruised.

Whereas for a caramel shade, there can be too much red or yellow, which causes the skin to look orange. Sometimes, titanium dioxide is added in cosmetics to add coverage but in the end, it gives an ashy pale like finish. This is how Rihanna and her team at Fenty Beauty decided to come out with a total of 40 shades in the foundation , which is the company with the highest number of shades in foundation ever seen. The brand is a symbol of diversity and targets anyone who not only loves makeup but also supports Rihanna and her businesses.

Competitive Forces Analysis

Fenty Beauty’s constant stress on diversity and inclusivity is what makes it different from other brands. The campaign video included many models of color who ranged from different skin tones. Fenty Beauty has 40 different shades of foundation which caters to all skin types and can be used as a light or full coverage.

The importance of being a brand for people of all races is what made Fenty Beauty different. They were prominent in making sure the importance of having good quality makeup for men an woman who was normally an afterthought. Rihanna. Challenged the standard definitions of beauty when she released Fenty Beauty.

Fenty Beauty is currently sold at Sephora, which is the top beauty retailer in the world and online at FentyBeauty.com. Like each brand sold in Sephora, Fenty Beauty has its own section where only Fenty products are sold. Fenty is at an advantage in pricing for many reasons. Their foundation alone goes for $35 dollars for 32mL which is a competitive price for higher-end makeup brands since they normally go for $50 dollars and up.

The obvious ongoing recession has led to many consumers trading down on some products and as a result, they become accustomed to buying lower-priced products (Lennard, 2011). Even though drug store brands such as CVS or Walgreens may not give the same effect as a higher-end brand like Fenty Beauty, they cost much less. High-end products normally cost $60 dollars or more which can turn away customers. With a poor economy such as this one, people are finding ways to save their money. The reality is that drugstore brands do offer some great products and so there is an industry concern that consumer might continue these habits as financial pressures ease up in the future (Carrillo, 2007).

However, the makeup industry has grown in many ways possible. People are in constant competition the moment they step outside which is why they need to look their best at all times. competing in a tough employment market and as a result, they need to look their best to convey confidence in an image-conscious society (Carrillo, 2007). Many high-end brands take advantage of this opportunity as their products are often promoted by professional men and women.

Makeup use has grown a lot in society when it comes to the use of men. Although women continue to outnumber men, the male population is expected to grow at a somewhat faster rate

CAN A PERSON REALLY MAKE UP FOR PAST MISTAKES? No one can erase the past. When a mistake is made, whether it be huge or small ,it can damage us for life or make us stronger. Mistakes can be positive by learning from them and passing on advice to others. It is the way we learn. Starting as an infant. When an infant starts to walk he falls then he learns not to walk too fast and to put one foot beside the other. This is the way coordination is developed by mistakes. As a child matures he learns physical hurt.

When the stove is on and he touches it when he gets burnt Most children will not intentionally touch a hot stove. When trying to do something for the first time very few will do it perfect. I do not know of any cases but I am sure it has happened. People can be sorry for their mistakes. Some may excel other areas in order to compensate for past mistakes. This can be a way to suppress the guilt. The sub-conscience is telling the body to keep busy because the pain felt from the mistake is too hard to think about.

If people keep doing the same mistakes over and over again on purpose it defeats the whole aspect of mistakes being a positive experience. It can resulting a habit that may be accepted as a part of life. Some mistakes are harder to learn from the others. Most mistakes, if recognized and thought about are solvable. Mistakes and sin are not the same. A sin is much worse than a mistake although they are both wrong and everyone does both. A sin has to do with spirituality and can only be forgiven by God.

A sin can be anywhere from an intentional wrong to pure wickedness. A mistake is a misconception of actions or a misinterpretation of words. Humans can forgive mistakes. Mistakes can be turned into sins by rationalization and convincing oneself that they are right. Actions done to each other in order to psychologically and physically damage someone are sadistic and are definitely sins and need God’s forgiveness. Mistakes can be deadly but not sinful. A car can blow a tire and hit someone and kill them that is an accident not a sin.

Taking a gun an shooting an innocent person in order to kill or maim them is sinful. As humans our purpose is to point out others transgressions and try to help them become better people. We are not her to judge people and condemn each other for their mistakes and sins. That is only a false concept to our ego to allow our minds to think we are better people. Actually the only way to become a better person is have compassion and forgiveness for others because we all make mistakes and we are all sinners.