Proiect Riri

Celebrity Brand
Endorsement
Boros Szilvia
Ungur Alice-Casandra
Celebrity endorsement is a
marketing strategy that involves a
celebrity using their fame and
status to promote a product or
service. This type of endorsement
has become increasingly popular in
recent years, as companies look for
new and innovative ways to reach
their target audience.
The brand's
commitment to
inclusivity has been
Rihanna's praised by
endorsements have also consumers and
helped to break down industry experts
barriers in the fashion
alike, with many
and beauty industry. By
other brands
launching Fenty Beauty,
she became the first following in Fenty
black woman to create a Beauty's footsteps
major cosmetics brand. and expanding their
range of foundation
shades to cater to a
wider audience.
Similarly, Rihanna's
collaborations with Puma have
helped to redef ine the brand's
image and attract a younger
demographic. The success of the
Fenty x Puma collection showed
that there was a demand for
edgier, more streetwear-inspired
designs, and Puma has since
continued to collaborate with
other celebrities and designers to
keep up with the latest trends.
One of the most successful
celebrity endorsements in
recent years has been
Rihanna's collaboration with
Puma and the launch of her
own cosmetics brand, Fenty
Beauty. Rihanna, who is
known for her fashion sense
and beauty, was the perfect
f it for Puma, a brand that
wanted to appeal to a
younger, more fashion-
conscious demographic.
Rihanna's collaboration
with Puma began in 2014,
when she was named the
brand's creative director
and global ambassador.
She worked closely with the
design team to create the
Creeper, a new style of
sneaker that was a huge
success. The shoe sold out
in just a few hours and
helped to reinvigorate the
Puma brand.
In 2016, Rihanna launched
her own collection with
Puma, called Fenty x Puma.
The collection was a huge
success, with its edgy,
streetwear-inspired designs
attracting a new generation
of fans. The collection was
also well-received by critics,
with many praising
Rihanna's design skills and
her ability to bring a fresh
perspective to the brand.
In 2017, Rihanna launched Fenty
Beauty, a cosmetics brand that was
designed to be inclusive of all skin
tones. The brand was an instant
success, with its range of
foundation shades and other
products quickly selling out.
Rihanna's personal involvement in
the brand was a major factor in its
success, with her using her social
media accounts to promote the
brand and connect with her fans.
According to a report by
Forbes, Fenty Beauty made
$570 million in its f irst year of
business, making it one of the
most successful celebrity-
endorsed brands in history. The
brand's success can be
attributed to several factors,
including Rihanna's personal
involvement, the brand's
commitment to inclusivity, and
its innovative marketing
campaigns.
Overall, Rihanna's celebrity
endorsements have been a win-
win for both the brands she has
collaborated with and her own
personal brand. She has used her
fame and inf luence to create
innovative and successful
partnerships, while also breaking
down barriers and promoting
inclusivity in the fashion and
beauty industry.
In conclusion, Rihanna's
celebrity endorsements have
had a signif icant impact on
the fashion and beauty
industry. Her collaborations
with Puma and the launch of
Fenty Beauty have been hugely
successful, with both brands
seeing a signif icant increase
in sales and revenue.
Rihanna's personal
involvement and her ability to
connect with her fans have
been key factors in the success
of these collaborations.
Bibliography/References:
➢ Hsu, T. (2016). Rihanna to Launch Fenty Puma
Collection at New York Fashion Week. WWD.
➢ Neate, R. (2017). Rihanna's Fenty Beauty Range Shines

Brightly Among Beauty Influencers. The Guardian.
➢ O'Reilly, L. (2017). How Rihanna Built a Billion-

Dollar Empire Spanning Fashion, Music and
Beauty. CNBC.
➢ Taylor, E. (2017). Why Rihanna's Fenty Beauty Line Is A

Major Step Forward For Inclusivity In The Beauty
Industry. Vogue.
➢ The Fashion Law. (2017). Rihanna's Creeper

Sneakers Were a Major Boost for Puma.
➢ Vogue. (2017). Rihanna's Fenty x Puma Collection Was
the Ultimate '90s Throwback.
➢ Wang, Z. (2018). Celebrity Endorsements in

Advertising: Definition, Benefits and Risks.
Journal of Business and Economics, 9(3), 99-106.
Thanks for listening!

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Celebrity Brand

➢ Neate, R. (2017). Rihanna's Fenty Beauty Range Shines

➢ O'Reilly, L. (2017). How Rihanna Built a Billion-

➢ Taylor, E. (2017). Why Rihanna's Fenty Beauty Line Is A

➢ The Fashion Law. (2017). Rihanna's Creeper

➢ Wang, Z. (2018). Celebrity Endorsements in

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