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Super Bowl LVII — How Rihanna's Brand Disrupts The Industry Through Knowing Its Buyers

How Rihanna's Brands Disrupt The Industry Through Knowing Its Buyers

The Super Bowl halftime show is one of the most-watched events on television and typically features some of the biggest names in the music industry. This year that big name was the undeniably talented Rihanna Fenty. Some reports show that Rihanna's Super Bowl performance received mixed reviews, but it was still a clear win for this artist's brand. 

Before this year, this unstoppable performer had never headlined the halftime show. However, there has been speculation that Rihanna has turned down the opportunity to perform at the Super Bowl in the past. This is due to the controversy surrounding the NFL's handling of players kneeling during the national anthem in protest of police brutality and racial injustice. Rihanna has been a vocal supporter of the Black Lives Matter movement and has used her platform to speak out against racial inequality. She may have previously felt performing at the Super Bowl would go against her values and beliefs.


More than a musician

Despite not having previously performed at the Super Bowl, Rihanna has still significantly impacted the music industry and popular culture. She has released hit after hit, from "Umbrella" to "Work," and has won numerous awards, including nine Grammy Awards. She has also become a successful entrepreneur with her makeup line, Fenty Beauty, and her lingerie line, Savage X Fenty.

Rihanna is not just a musician but a businesswoman with an awe-inspiring brand. Rihanna's brand deeply understands her ideal customer, evident in her marketing strategies and product offerings. Her Fenty Beauty line and Savage X Fenty lingerie have disrupted their industries with inclusivity and representation.

Inclusivity, authenticity, and innovation

One key aspect of Rihanna's brand is inclusivity. Her makeup line, Fenty Beauty, launched with 40 foundation shades, which was unheard of in the beauty industry then. This move directly responded to the lack of options for people with darker skin tones. Rihanna's Savage X Fenty lingerie line also features various sizes and body types in its marketing campaigns and website. This focus on inclusivity has resonated with consumers who feel seen and represented by the brand.

Another aspect of Rihanna's brand is her authenticity. She is known for her bold fashion choices and outspoken personality, which comes through in her product offerings. For example, her lingerie line features pieces that are meant to be comfortable and functional while still being sexy, which reflects Rihanna's style. This authenticity has helped to build a loyal fan base who trust and believe in her brand.

Rihanna's brand also focuses on innovation. Her Fenty Beauty line was the first significant makeup line to feature a diverse range of shades, and she continues to push the boundaries with new product launches. For example, her Fenty Skin line features sustainable packaging and focuses on clean, natural ingredients. This commitment to innovation has helped to keep the brand fresh and exciting for consumers.

Key takeaways

As business owners, we can learn several key takeaways from Rihanna's brand. First, inclusivity is crucial. By understanding and representing a diverse range of customers, brands can build a loyal fan base and reach a wider audience. Second, authenticity is vital. Customers can tell when a brand is insincere, so it's important to be true to its values and personality. Finally, innovation is crucial to staying ahead of the curve. By constantly pushing the boundaries and introducing new ideas and products, brands can remain fresh and exciting for their customers.

There's no doubt that Rihanna's brand is an excellent example of how understanding your ideal customer can lead to success. By focusing on inclusivity, authenticity, and innovation, Rihanna has built a brand that resonates with consumers and sets her apart from competitors. As entrepreneurs, we can learn from her example and apply these principles to our brands to build a solid and loyal following.

And while Rihanna's Super Bowl reviews remain mixed, she remains a highly influential and successful artist and businesswoman. Her dedication to speaking out against racial injustice and promoting inclusivity and diversity through her businesses has earned her a dedicated fan base and a respected place in the music and business industries.

Here are ten more powerful marketing lessons we can all learn from Rihanna's brand

  1. Inclusivity is vital: By catering to diverse customers, a brand can build a loyal following and reach a wider audience.
  2. Authenticity matters: Being true to your brand's values and personality can help build customer trust and credibility.
  3. Innovation drives success: By pushing the boundaries and introducing new products and ideas, brands can stay fresh and relevant in a constantly changing market.
  4. Understanding your ideal customer is crucial: By knowing your target audience and catering to their needs, brands can create products and marketing strategies that resonate with them.
  5. Representing diversity and body positivity matters: By featuring a wide range of body types and skin tones in marketing campaigns and product offerings, brands can appeal to a broader audience and make customers feel seen and valued.
  6. Empowering women can be a powerful marketing tool: By prioritizing values such as female empowerment and representation, brands can create a strong emotional connection with their female customers.
  7. Social media is a valuable tool for marketing: By leveraging social media platforms and engaging with customers online, brands can build a loyal following and increase brand awareness.
  8. Sustainability is becoming increasingly important: By prioritizing sustainable practices and eco-friendly packaging, brands can appeal to customers who value environmental responsibility.
  9. Partnerships and collaborations can be highly effective: By partnering with other brands or influencers, brands can increase exposure and reach new audiences.
  10. Consistency is key: By maintaining a consistent brand message across all platforms and touchpoints, brands can create a strong and recognizable brand identity that resonates with customers.



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About Marcia

Marcia Hylton is a seasoned marketing professional and travel enthusiast. With over 15 years of experience, she has a track record of planning and executing successful marketing campaigns for Fortune 500 companies. After starting a national award-winning marketing agency, she has served a wide range of clients, including small business owners and NBA celebrities. Now, Marcia offers expert marketing strategy to a diverse range of clients, with a focus on delivering measurable results.