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In a major move, Rihanna announced the launch of Fenty Beauty in China on 21st March via Weibo, partnering with Sephora for the rollout on 1st April.
Her influence continued with a stunning cover appearance on Vogue China’s youth edition, Vogue Plus. Rihanna’s face graced not just one but a multitude of Vogue China covers for the April 2024 issue, instantly igniting a global frenzy.
Rihanna Takes Vogue China by Storm, Fueling Fenty Beauty Launch Buzz
For her Vogue Plus cover, Rihanna embodies a captivating duality. Clad in a custom-made embroidered Western jacket and cowboy hat designed by Pharrell Williams, Louis Vuitton’s Men’s Creative Director, she exudes a sense of empowerment.
This bold statement piece reflects the multifaceted nature she explores in the accompanying interview. Discussing her roles as a singer, entrepreneur, and mother, Rihanna delves into her life philosophy, a theme hinted at by the mirror she holds.
This strategic marketing coup perfectly coincided with the upcoming launch of Fenty Beauty in China through Sephora, creating a wave of excitement and anticipation among beauty fans nationwide.
Strategic Alliance Propels Fenty Beauty into China’s Beauty Market
Apart from that, Dio Insights reports that the beauty brand launched its Tmall Global import store in 2019 as part of its first Asian presence. The platform allows Chinese consumers to buy directly from overseas stores, effectively providing a fulfilment service.
As a result, the brand gained over 50,000 followers on Tmall Global in half a day. The brand also debuted on Chinese social media platforms such as Xiaohongshu (RED) at the same time and currently has 57,100 followers on the platform.
Having garnered a devoted following from younger demographics through active social media interaction and a strong presence on Tmall Global, the brand is primed to engage an entirely new audience with its partnership with Sephora.
This collaboration opens up exciting opportunities for expanding its reach and connecting with a broader customer base.
Sephora’s established online and physical stores provide Fenty Beauty with a seamless sales infrastructure, ensuring a convenient shopping experience for Chinese consumers.
Overall, this marks a significant moment for Fenty Beauty fans in China. Previously, acquiring the brand’s products likely involved unofficial channels. Now, for the first time, fans can purchase directly through Sephora, both online and in-store.
Read more: 15 Celebrity Beauty Brands That Are Worth Buying
