Barbadian singer, songwriter, actress, fashion designer, and businesswoman, Rihanna, has announced that her cosmetics brand, Fenty Beauty, is set to be lauched in Kenya on May 27th. South Africa, Nigeria, Namibia, Ghana, Botswana, Zambia, and Zimbabwe are among the African countries where the brand will also be sold.
The beauty brand announced on Twitter that it will sell it’s products at Lintons Beauty.
Elated Rihanna took Kenyans by a surprise as they questioned the originality of the Fenty products that are already available in the country.
Kenyans also questioned Fenty Beauty’s decision to sell their products through Lintons Beauty due to their alleged ‘overpricing and poor customer service’.
Fenty Beauty, as implied by their tagline “beauty for all,” offers 40 hues for every skin tone and undertone, implying that its target demographic is fairly diverse. Fenty is able to appeal to a wide spectrum of consumers by catering to the needs of a mass audience (which includes pretty much every woman).
Furthermore, the majority of Fenty’s brand marketing has included Black, Asian, and minority ethnic (BAME) models and celebrities, including Mindy Kaling and Naomi Campbell. Fenty has been able to directly appeal to consumers from ethnic minorities who may have felt marginalized by other brands’ primarily white, Euro-centric marketing.
Her move to invest in Africa could be guided by market reports. According to Technavio, the beauty and personal care market in Africa would expand by USD 1.26 billion between 2021 and 2025, with a CAGR of over 2%.