Sephora sees substantial gains owed to Rihanna’s Fenty Beauty launch
Sephora has seen some significant gains within the past year, and according to YouGov BrandIndex it may all be due to the launch of Rihanna and her Fenty Beauty line. The beauty retailer launched the "Diamonds" singer's cosmetics venture earlier this year and in late November, made itself one of the few locations where the brand's highly-coveted red lipstick, Stunna, would be available for purchase.
The Paris-based and LVHM owned retailer also had a significant amount of growth in its perception during the first 11 months of the year, according to metrics uncovered from the research. Four categories in which major improvement was seen include: buzz, quality, impression and word of mouth.
Though it was a fifth category where Sephora persevered in a resilient way, which was through purchase consideration. YouGov BrandInex reports that the number of consumers who admitted to considering shopping at the retailer for their next beauty purchase rose from 15% to 24% — the highest it’s been in a year.
The second-largest change in metrics came from October to November, where word of mouth increased to 17% between women aged 18 years old and older. Among the launch from the “Work” singer, Sephora had other notable collaborations with big names within the beauty industry, including Kat von D, which seem to have influenced these changes.
Using big names to draw in consumers is a tactic that’s been on the rise with many other notable beauty brands. SinfulColors recently named actress Vanessa Hudgens as global color collaborator, L'Oréal Paris recruited actress Aja Naomi King as a spokesperson and CoverGirl launched a new line of lipsticks with actress and writer Issa Rae, among other notable faces in both television and film.
The Paris-based and LVHM owned retailer also had a significant amount of growth in its perception during the first 11 months of the year, according to metrics uncovered from the research. Four categories in which major improvement was seen include: buzz, quality, impression and word of mouth.
Though it was a fifth category where Sephora persevered in a resilient way, which was through purchase consideration. YouGov BrandInex reports that the number of consumers who admitted to considering shopping at the retailer for their next beauty purchase rose from 15% to 24% — the highest it’s been in a year.
The second-largest change in metrics came from October to November, where word of mouth increased to 17% between women aged 18 years old and older. Among the launch from the “Work” singer, Sephora had other notable collaborations with big names within the beauty industry, including Kat von D, which seem to have influenced these changes.
Using big names to draw in consumers is a tactic that’s been on the rise with many other notable beauty brands. SinfulColors recently named actress Vanessa Hudgens as global color collaborator, L'Oréal Paris recruited actress Aja Naomi King as a spokesperson and CoverGirl launched a new line of lipsticks with actress and writer Issa Rae, among other notable faces in both television and film.