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Rihanna and Sephora Launch Fenty Beauty with the World’s First Live-Created Fan Film

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Rihanna Fenty Beauty

Never shy of breaking the rules, Rihanna launches her globally anticipated makeup line, Fenty Beauty, in collaboration with Sephora, with an explosive experiential action for a new generation of beauty. The film of the experience shows the complete takeover of Madrid’s central Callao Square, orchestrated by experiential design agency Wildbytes.

Fenty’s Playground invited Rihanna’s navy of fans and influencers to join her in an electrifying live immersive experience, to produce the beauty film together, and in real-time. The launch event has since generated a whopping 1.1 billion impressions on social media.

Celebrating Rihanna’s unique, unconventional, and unapologetic beauty, the fully immersive launch led fans through the brand’s DNA. Constructed in Callao City Lights’ theatre, fans were empowered to become the stars of the film alongside Rihanna, in a bold labyrinthic maze of makeup stations, urban-styled video installations and film shooting sets crafted as life-sized Fenty products.

Rihanna Fenty Beauty

Wildbytes harnessed cutting-edge technology to create the unforgettable multisensorial experience. Using a custom-made, high-tech digital film pipeline, the agency edited footage of fans posing and playing in the Fenty universe in real-time. The result was an instantaneous, high-end fashion film that also maintains the high level of quality expected by Rihanna. To generate further shareable content, fans also received 3D GIFs of themselves interacting with elements at the experience.

Completing the Fenty landscape invasion, the crowd of fans were flanked by two large-scale outdoor LED billboards dedicated to broadcasting the event, as well as an augmented reality billboard. The bespoke AR screen projected Fenty Beauty products onto a live reflection of thousands of fans in the square to create a truly impressive immersive experience.

Rihanna Fenty Beauty

Wildbytes worked in close collaboration with Sephora and Rihanna to bring the ambitious and innovative project to life. The agency not only developed the creative, but also all of the technology involved in the project, including the set design and the live film production.

Julio Obelleiro, Co-founder and Managing Partner at Wildbytes, comments:

“Sephora and Rihanna’s team were looking for aggressive innovation to make this a truly special launch. We rose to the challenge with an intense R&D process that allowed us to shoot with digital cinema equipment while being able to edit the content live at the event. The AV/Tech pipeline we designed was extremely complex, but the results were stunning (and the audience couldn’t believe it was done right there, live). On a night that brought together partying, beauty, design, and innovation seamlessly, social media explosion was a natural consequence”.

Beatriz Torres, Communication and Sales Marketing Director at Sephora Spain, comments:

“If you produce a launch event for Rihanna, it has to be ground-breaking. Being able to shoot a beauty film of this quality, completely live at the launch event, is truly unprecedented and the massive impact and success of the launch speaks for itself”.

Via Marketing Communication News

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ICYM: Fenty Beauty among the top most searched beauty brands in 2017

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Among the most hyped launches last year was Fenty Beauty. Rihanna’s makeup brand received a load of praise for actually delivering diversity in terms of both her product selection and the ad campaigns for the brand. The biggest lesson we learned? The old myth trotted about my brands failing to deliver, ‘darker doesn’t sell’, certainly isn’t true. Just look at the commercial success of Fenty Beauty’s massive range of foundations. certainly didn’t ring true if Fenty Beauty’s commercial success was anything to go by.

Rihanna’s makeup brand landed #8 spot on the list of most searched brands in 2017. And it’s important to remind that the brand was released in September!

It was the beauty launch heard ’round the world — thanks to Rihanna dropping 40 foundations in 17 countries overnight. Soon, it was winning awardsand people and celebrities were sharing their stories about what the inclusive shade range meant to them. Now, the rest of the beauty industry is racing to catch up.

— Refinery29

If it was up to us, Rihanna’s debut make-up range would have topped the list, but seventh place will have to do. Forcing the rest of the beauty industry to sit up and take notice, Fenty Beauty’s 40 wide foundation shade range and inclusive attitude was exactly what 2017 was asking for.

— Elle

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Mattemoiselle lipstick is here! Shop now!

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Fenty Beauty’s latest lipstick is out now! Mattemoiselle is available in 14 different shades! And we can’t yet decide which one do we like the most! You can purchase it in selected countries in Sephora and Harvey Nichols stores and worldwide at fentybeauty.com

Check all 14 promotional pictures in our gallery!

    

 

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How To Get Fenty Beauty’s Facebook Filter & Try On Rihanna’s Fav Highlighter

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If you weren’t hiding under a rock we assume you already heard of Fenty Beauty’s Trophy Wife highlighter. The gold highlighter was one of the first products released by Rihanna’s hit makeup brand. And in case you haven’t test in on your skin yet now you got a chance… well kind of. Fenty Beauty has created a special Facebook camera effect that lets you to test how would the Killawatt Freestyle Highlighter in Trophy Wife look on you – and it totally matches the result in real life!

How to test it? For starters you need a Facebook account ;)

All you have to do to be able to use the Fenty camera effect is click over to Facebook’s camera effects. If you click it on a computer, you’ll be redirected to Facebook, where you’ll be prompted to send a notification to your mobile device, which you can then click on to use the effect. If you click on the link directly from your phone, you’ll be redirected directly to your Facebook camera. In short: you can only use the effect when on Facebook on your phone.

Just swipe right, pick the filter and you’re ready to try it!

Perfect highlighters! Which one is your fav?

A post shared by Rihanna Daily 🖤 Fenty Beauty (@rihannadailybeauty) on

You can purchase Trophy Wife in selected countries at Sephora and Harvey Nichols stores and worldwide at www.fentybeauty.com

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