Fenty Beauty Launch | Kendo | Work
Fenty Beauty Launch
Kendo Brands, LVMH’s beauty incubator, engaged Relevent to launch Rihanna’s highly anticipated Fenty Beauty makeup brand to a global audience. We were tasked with creating an immersive experience that would provide a “hands on” reveal of the new brand and products to beauty editors, influencers, and VIPs.
We curated a one-of-a-kind, personalized launch event experience that challenged everything that editors had come to expect from a beauty brand reveal moment.
We transformed a hanger-sized space in Brooklyn into a multi-layered brand immersion. At its heart was an octagon-shaped room (octagons and hexagons were key to the brand’s visual aesthetic), created by massive LED screens.
After entering the breath-taking space, guests grabbed a drink and mingled, as the launch moment grew closer. When tension was at its peak, Rihanna entered to provide opening remarks about her inspiration for the inclusive brand.
As she finished, the huge screens blazed to life with high-impact content, highlighting the brand and its product lines. While the videos played, the LED screens slowly raised ten feet into the air, revealing that the experience went much deeper – that there was an immersive “World of Fenty Beauty” for guests to explore.
Guests were invited to wander this interactive environment of highly stylized rooms inspired by the products – and to touch, try and experiment with everything. Trained stylists and brand ambassadors answered questions, assisted with trial, and demo’d the “Fenty Face” technique.
Every guest’s journey was personalized. At check-in, guests were handed a custom RFID bracelet – which they could use in each product room to record their shade preferences and product selections. Behind the scenes, their choices were bundled into a custom Fenty Beauty bag, which they received upon departure.
Other high-tech touchpoints were incorporated throughout, including a live stream so viewers around the world could tune into the action, voting on their favorite products and asking questions remotely.