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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

#FentyBeauty took to Instagram last week to announce that it was further expanding into Asia, entering the Chinese and South Korean markets in September. The brand is already available in Singapore, Malaysia, Thailand and Indonesia. The news comes two years after Fenty exploded onto the beauty scene with its 40 shades of foundation, generating nearly  500 million in sales for parent #LVMH in its first year and igniting a global conversation around inclusivity in the beauty industry.  
 
The push includes Hong Kong and Seoul   two cultural hotspots that influence trends across the continent   as well as Macau and the Korean resort island of Jeju. The expansion may prove to be a dry run for a far bigger milestone: Fenty s eventual entry into China, the world s second-biggest #beauty market after the US. While it sounds like an eternity in a digital age that s breeding Instagram-first beauty lines and new product launches by the day, two years isn t long for a Western brand to make its way to Asia. 
 
But #Fenty may need to tweak its messaging to ensure lasting popularity. The brand s #inclusivity campaigns have mainly focused on women of colour who feel underrepresented by the beauty industry in terms of both products and visuals. But such messaging hasn t penetrated as deeply in some Asian beauty markets.  Traditional beauty stereotypes and perceptions still prevail in Hong Kong. Diversity is not celebrated in local [or] regional beauty ad campaigns,  says South China Morning Post s Senior Fashion Correspondent Divia Harilela.  
 
Even so, Fenty is pushing forward with its  Beauty for All  mantra. According to a brand representative in Hong Kong, it will carry its full shade range of foundations and concealers   spanning 50 shades   in the city. Getting the messaging right is only the beginning and Fenty is likely to benefit from shifts underway in Asia s beauty market.  They won t be buying the brand because it celebrates diversity... they will be buying it because it reflects Rihanna s styles, tastes and aesthetic,  says Harilela. So, does Fenty Beauty have a future in Asia? [Link in bio]  
 : @fentybeauty
#FentyBeauty took to Instagram last week to announce that it was further expanding into Asia, entering the Chinese and South Korean markets in September. The brand is already available in Singapore, Malaysia, Thailand and Indonesia. The news comes two years after Fenty exploded onto the beauty scene with its 40 shades of foundation, generating nearly 500 million in sales for parent #LVMH in its first year and igniting a global conversation around inclusivity in the beauty industry. The push includes Hong Kong and Seoul two cultural hotspots that influence trends across the continent as well as Macau and the Korean resort island of Jeju. The expansion may prove to be a dry run for a far bigger milestone: Fenty s eventual entry into China, the world s second-biggest #beauty market after the US. While it sounds like an eternity in a digital age that s breeding Instagram-first beauty lines and new product launches by the day, two years isn t long for a Western brand to make its way to Asia. But #Fenty may need to tweak its messaging to ensure lasting popularity. The brand s #inclusivity campaigns have mainly focused on women of colour who feel underrepresented by the beauty industry in terms of both products and visuals. But such messaging hasn t penetrated as deeply in some Asian beauty markets. Traditional beauty stereotypes and perceptions still prevail in Hong Kong. Diversity is not celebrated in local [or] regional beauty ad campaigns, says South China Morning Post s Senior Fashion Correspondent Divia Harilela. Even so, Fenty is pushing forward with its Beauty for All mantra. According to a brand representative in Hong Kong, it will carry its full shade range of foundations and concealers spanning 50 shades in the city. Getting the messaging right is only the beginning and Fenty is likely to benefit from shifts underway in Asia s beauty market. They won t be buying the brand because it celebrates diversity... they will be buying it because it reflects Rihanna s styles, tastes and aesthetic, says Harilela. So, does Fenty Beauty have a future in Asia? [Link in bio] : @fentybeauty

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