Rihanna's Super Bowl performance helps boost Fenty Beauty's media value by £4.5m
Following her appearance at the Super Bowl halftime show, global popstar and beauty maven Rihanna's plug for Fenty Beauty resulted in searches for 'Fenty Beauty' rising by 883% during the performance.
Not only did Rihanna use her halftime show as a platform to showcase her 17-year-long music career with a medley of her biggest hits, she also used the internationally televised event to showcase the Invisimatte Blotting Powder, a key product from her beauty brand.
Rihanna's halftime show was dubbed "the biggest commercial of the sporting event", which is renowned for its creative and expensive advertisements. During the 13-minute performance, the singer paused for a make-up touch-up using Fenty Beauty's Invisimatte Instant Setting & Blotting Powder. The refillable pink-toned powder retails for £19.20 at boots.com.
According to WWD, the performance garnered £4.6 million ($5.6 million) in Media Impact Value (MIV) for her brand in the first 12 hours after the performance. Overall, Launchmetrics found that £72.3 million ($88.3 million) in MIV was generated by the performance.
Creator IQ data showcased the Earned Media Value (EMV) from mentions of Fenty Beauty between 12-14 February:
- #fentybeauty $896,262
- #fenty $225,709
- #superbowl $931,453
- Invisimatte Blotting Powder $54,412
- Fenty Beauty Brand EMV $5,404,763
Fenty Beauty, which is owned by luxury conglomerate LVMH, reported that the company doubled its revenue in 2022 versus the prior year. The company attributed the growth to the “expansion of its distribution network and the success of its launches.”
In 2021, Forbes valued the entire operation as worth £2.3 billion ($2.8 billion), with 50% belonging to CEO Robyn (Rihanna) Fenty.
Fenty Beauty will be stocked at the new Sephora store, which is set to make its return to the UK in early March at Westfield London. The beauty retailer confirmed that the new 6,000+ sq. ft store will showcase an assortment of products and personal services.
