What Beauty Thought Leaders Say About Fenty

Beauty Packaging's readers voted, and our Beauty Company of the Year: Excellence in Packaging is Fenty Beauty by Rihanna.

We asked global brand design leaders in the cosmetics industry to offer perspectives on the Fenty Beauty brand and its packaging—and received the following insightful feedback.

‘Youthful-Edginess & Authentic Urban-Ease’

Elle Morris, Senior Vice President of Global Strategy at Marks, part of SGS & Co. comments: 

Fenty Beauty’s primary packaging is striking with its facets and angular presentation; and use of graffiti letterforms. Overall, it has a youthful-edginess and artistic impression which speaks to Rihanna’s persona as an artist and fashionista. 

The packaging successfully combines softness and sophistication with a bold minimalism that encourages consumers to create their own interpretation of who they can be with Fenty.
 
The general message that the brand relays is authentic urban-ease.

The prismatic package design, which reinforces the many facets of people in our world, combines with the hip and relevant nomenclature. Descriptors include “Glossy Posse”, “Fatwater” and “Resting Peach Face.” These say that Fenty Beauty is accepting and inclusive – no matter ethnicity, gender, or age. 

Rihanna was very transparent about why she started the brand, sharing her struggles as a Black woman who was unapologetic about the way she looks. To that end, the brand created 50 foundation shades that really do address every skin tone.
 
Fenty Beauty is an authentic extension of who Rihanna is. She started Fenty to truly address unmet needs for people of all skin types and skin tones and she is one of the few celebrities who has successfully created a brand that is true to who she is. The unexpected design conveys that it’s ok to experiment and take risks.
 
Fenty Beauty has managed to create a sub-category of ‘accessible prestige’ that has broad appeal AND delivers on style, efficacy and dependability – affordably. People want to feel beautiful, and everyone’s definition of beauty is different; there aren’t many brands that genuinely understand consumers in that way, and who are embracing that view/blurring the lines of what beauty is.”

‘All-Inclusive—And Not Just Another Celebrity Brand'

Gina Rokose, award-winning package designer, creative manager and adjunct professor in the beauty and consumer product goods industries comments:

Fenty Beauty is the ultimate all-inclusive beauty line. The color and skincare products are exceptionally appealing and pleasant to use.

The packaging complements the product and the product complements the packaging-an exciting synergy. Although most of the containers are neutral in color, there are so many elements of glamour-from iridescent and metallic finishes, to soft touches and many different geometric shapes. It's clean and sleek.
 
This line is not boringly consistent. The combination of simple but interesting shapes create excitement. There are lots of surprises-square shaped compacts versus octagonal shaped compacts-cylinder makeup pumps and a unique angular soft touch squeeze bottle for the skin tint.

I also love the pro filt’r matte longer foundation shape from the top down-a circle to a square and it’s pleasing to hold. The cartons are modern artistic canvasses with unique swipes and brush strokes.  

The highlighters have an impactful embossed foil carton that pops out from the line to grab your attention!  As appealing as this line is-Fenty has managed not to overpackaged the products! There is a sophistication to this packaging without being cold and boring.
 
It definitely stands out in store-the all-inclusive array of colors for every skin tone cannot be missed--the package does not fight the product—but enhances it.  Shiny, iridescent and soft touches attract the consumer to useable daily glamour.
 
This launch has definitely raised the bar for inclusivity of all skin tones. It's not just another celebrity launch.

‘Fenty is for All Ethnicities’

Nick Dormon, founder and managing director of UK-based Echo Brand Design comments:

As a brand with a whopping 40 foundation shades, Fenty is for all ethnicities and challenges the stereotypical westernised standard of beauty.

The packaging is angular and minimalist, encouraging the consumer to focus on the product itself before the model that wears it. Simply put, Fenty has always been ahead of its time.

Created in 2017, Rihanna was one of the first major celebrities to start her own inclusive beauty line; a trend setter in her own right, with Ariana Grande and Lady Gaga following suit.

The opaque packaging is true to the product shade, communicates its authenticity with little fuss, allowing people to feel welcomed by the brand and confident in their own skin, regardless of their background.

Fenty does acknowledge that there is still work to be done regarding their sustainability credentials. Yet, a brand that is transparent with its initiatives and assures the consumer of the exact steps they are taking to reduce waste, increases overall authenticity.

They are not greenwashing and fully embrace their imperfection  – they are willing to grow and learn. Therefore, as a brand Fenty will surely move from strength to strength.”

'Minimal, Contemporary, & Geometric Aesthetics'

Nick Vaus, Partner and Creative Director at Free The Birds comments:

The Fenty Beauty brand is celebrated because of its inclusivity, which is cleverly echoed through the sheer simplicity of its welcoming and accessible packaging.

Combining minimal, contemporary, geometric aesthetics with dusty pastels to matted creams, makes the range feel serene, inviting, yet edgy and intriguing.
 
With the rise of beauty brands merging into the sea of sameness, brands are constantly seeking ways to stand out, on shelf and on digital.

While we often adhere to semiotic-color palettes, shape and silhouettes can disrupt our eyes. We’ve all noticed the modern house that stands out in a suburban row of houses. Breaking the brand norm is often a key and simple way to disrupt in today’s beauty arena.
 
The recognizable 'Fenty hexagon' and geometric forms from the packaging to the visual merchandising units and displays, is one of the most successful areas around the Fenty brand.

Interestingly, this shape language is only used and applied in 3D forms. Never used as part of the identity or printed material, so it’s not too saturated and overused. The right amount of visual disruption, just when you need it.
 
Beauty brands are displayed in a huge variety of environments, shape, sizes, and restrictions. Having the amount of flexibility whilst balancing brand consistency is a fine balance and where many brands become unstuck.

Fenty uses its shape language as a key asset, echoing the hexagonal shapes in some concession environments with the use of their mirrors, in larger environments - the back walls have the hexagonal shapes arranged, and in many cases - as counter units to display and engage their testers.
 
By creating the brand’s shape language at the start of the brand creation journey, which is often the packaging design, it allows your brand assets to grow in strength, as Fenty Beauty has absolutely proven.

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