Blog Post #4 : B2C Case Study, Fenty Beauty

With our daily involvement in B2C transactions with multiple businesses, it could sometimes be tricky to see who stands out. For this case study, I wanted to look into the, well known cosmetic brand of Fenty Beauty.

Since September 2017, Fenty Beauty has taken the cosmetic world by storm. The brand was launched by renowned Bajan-American singer Rihanna. With an already incredibly large fan base, her brand had a great start, but there was definitely more that contributed to its success.

This company has a good social media presence – Instagram, Twitter, Tiktok and Facebook. From these platforms, Instagram is definitely where most of the magic happens, with a total of 1.1M followers.

There are a few reasons why I feel their use of social media helps their B2C transactions/engagements:

Diversity & inclusion

This company has been built on the idea of diversity and it translates in their products and content. They changed the game by launching 50 shades of shades to make sure everyone can feel included and their social media content reflects that. Every week, they post people (more often influencers) that use their products – these people are from different backgrounds and come from different communities. This brand also pushes their inclusion by having their models

Instagram: FentyBeauty

Choice of content

As a brand trying to sell to customers, their content is very product driven. From posting the new items with extra flair, having Rihanna share how she uses the product, to reposting someone from the community using the product. With the new store feature on instagram, purchasing a product is two-clicks away!


Across the different platforms, you will notice that they comment on pictures/posts they get tagged in in a very friendly way.

This brand is continuously expanding, especially with its sister brands Fenty Skin and Fenty Savage. Maybe even Fenty Baby now that Rihanna has entered motherhood! Now that will be another brand worth making a B2C case study.

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