Fenty Beauty - Geographical Expansion to India

Amrita Thampi | Bhuvi Kalra | Katie Miller | Priyanka Sonavane | Tithi Goel Global Distribution for Luxury Brands | LXFM 745 Prof. Alessandro Cannata

CONTENTS 1

EXECUTIVE SUMMARY

2

COMPANY BACKGROUND

3

BRAND ANALYSIS

4

GEOGRAPHICAL EXPANSION

5

MARKET ANALYSIS

6

POP-UP STORE CONCEPT

7

PROMOTIONAL PLAN

8

HUMAN RESOURCES

9

FINANCIAL PLAN RESOURCES

Executive Summary

Fenty Beauty has influenced our perception of beauty from a global standpoint. Introducing inclusive beauty products with a wide range in color was extremely innovative to the beauty sector. Driven by influential music, beauty and fashion icon Rihanna, Fenty Beauty continues to be a global phenomenon, with individuals all around the world vying to get their hands on the beauty products. Currently, Fenty Beauty serves the purpose to create high performing formulas that match with all skin types. The idea behind Fenty Beauty is to inspire individuals to be confidently unique and boldly different. Known for their minimal design and easily recognizable hexagon shaped branding, Fenty Beauty is in the process of trying to make their products easily accessible at a global reach. Currently, Fenty Beauty is available online or in store across fifteen countries. The vision behind Fenty Beauty is “Beauty For All”, which aligns with their rapid expansion since opening. In order to follow their mission and goal, the next step made sense to expand into New Delhi, India since Fenty Beauty is already accessible in some parts of the South Asia region.

This new location will allow the brand to reach a broader audience, connect with individuals by filling a gap in the market, and grow their physical retail presence.

The strategic process behind this motive, is to introduce the brand as a pop-up shop experience as a standalone, with sales through Sephora. The proposed location will be at one of the oldest and highly admirable shopping centers’ in the New Delhi area, Select Citywalk. This upscale shopping center boasts 1.3 million sq. ft. in retail area and contains more than 180+ stores. This shopping center is also a well-known destination to celebrate traditional Indian heritage through a range of events and holidays. Attracting both locals and tourists, this store will serve as an introduction the brand for some as well as a way for many Fenty beauty fans to finally get their hands on the products, as it will be the first store to hit India. This experience will be highly interactive, as customers can expect beauty workshops, tutorials, AR/VR experience, and much more. In order to ensure the pop-up store’s success, the key success factors include: a wide and inclusive assortment, in-store promotional events, fair pricing strategy, and proving a personalized customer experience. The expansion of Fenty Beauty into India will support the brand’s mission in reaching new and diverse consumers, introduce new retail locations throughout India, and increase accessibility to the brand.

Company Background Fenty Beauty is a premium cosmetics brands that was launched in 2017 by singer and entrepreneur Rihanna. The company was launched in partnership with luxury conglomerate Louis Vuitton Moet Hennessy (LVMH). The launch generated a lot of buzz as it widely advertised inclusivity for all skin tones, something that had been long overlooked in the beauty and cosmetics industry. With their initial launch, Fenty Beauty dropped 40 foundation shades and went to introduce 10 more to the market, garnering much praise from industry insiders and customers worldwide.

Rihanna strategically launched the company during the NYFW in 2017 where she also dropped her collaboration with Puma, drawimg further media attention towards Fenty Beauty. Time Magazine hailed Fenty Beauty as one of the most innovative product launches of 2017. Within two years, the company already has a strong presence internationally in over 20 countries.

Company Structure Fenty Beauty is jointly owned by Rihanna and Mr. Bernard Arnault, with Rihanna owning a 49% stake in the company. Rihanna signed a deal with LVMH’s subsidiary, Kendo Holdings which manufactures cosmetic lines that are to be exclusively sold through Sephora, which is also owned by LVMH. The parent companies listed for Fenty Beauty are Fenty Corp, LVMH and Kendo Holdings. The company’s total revenue as released by LVMH was 570 million USD.

Growth and Distribution Network The company has grown rapidly through its partnership with Sephora and department stores like Harvey Nichols. The products were initially released in 1600 stores across 17 countries, including the US, the UK, Denmark, Qatar and Bahrain. In April 19th, 2018 it was launched in Saudi Arabia and in May they partnered with Boots in the UK. Rihanna expanded the Fenty brand in 2019 by launching a luxury fashion line under LVMH. In September 2019, the company officially launched in the Asian market, starting with Hong Kong, Macau, Seoul and Jeju through Sephora, Harvey Nichols, Beauty Avenue and T Galleria by DFS stores. The 2019 Q1 report released by LVMH states that Fenty Beauty is expected to continue expanding into new markets internationally.

Brand Identity Analysis

Product Fenty Beauty started as a response to the lack of variety of shades in the foundation. It is launched to make every woman feel inclusive. Women of all shades, personalities, cultures, and races.The brand offers an extensive range of Foundation shades in particular for including darker shades addressing a long-criticized gap in cosmetic industry offerings for black women and other women of color. For their first foundation launch, they launched 40 shades and since expanded to 50. They have other beauty products such as highlighters, brushes, liquid lipstick, blush and contour sticks, liquid lipstick, eyeliner, lipsticks, primer, brushes.

Product Presentation Fenty packaging has a lot of crisp lines and a clean look. Fenty Beauty line seems to mimic the honeycomb. The latest line of cosmic gloss screams “pick me up!” with it’s rainbow psychedelic packaging giving a hint of the sparkle held inside the package. Other products have an opaque container and geometric packaging. The feel of the product packaging is both modern and dazzling packaging.

As Rihanna is from the music industry, their typography is inspired by pop culture and graffiti art.

Property The different kinds of retail outlet for Fenty Beauty are designed to focus on the brand’s hero product - “Foundation”. Their headquarter is located in San Francisco, CA in the United States, and defines the visual foundations for the brand’s personality.

The company’s nude and hexagonal patterns are used for visuals. Big prints with the Rihanna’s campaign are displayed throughout the space.

Mirrors are in the shape of hexagon. Retail space has seating areas to make it more welcoming for the customer, so they can relax in the different make-up stations while trying of the products with a makeup artist.

People Fenty makes sure that the models in their advertisements are diverse too. Despite the reality that 35% of American women are women of color, many beauty brands remain behind the curve when it comes to producing shades deeper enough for darker skin tones. Their Campaign “New Generation of Beauty’ includes models of all color, shapes, and sizes. Including Halima Aden supporting a Hijab.

Customers of Fenty are from different races, religions, colors, and beliefs. They are always looking for something to match their skin tone.

Albino women who have no pigment in their skin find it difficult to find a foundation that is light enough and doesn’t look too green, yellow or orange in them. They find their shade in Fenty No filter Foundation line. Even with it comes to African American their foundation range is very broad with several undertones. This truly shows the diverse nature of the brand.

Retail Promotional Activities Rihanna was very clear that absolutely no one was to be excluded. Her vision of “Beauty for All” became our marketing mission. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community.

Put your customers at the center of your brand. ALL of your customers.

Timing is critical. Fenty’s launch took place during — New York Fashion Week. When the eyes of the world were searching for what’s next in style, Fenty capitalized on this focus and outpour of related content to execute one of the biggest launches in cosmetics history.

Rihanna continued the trend by going on a European launch tour, making appearances in brand launches in the fashionable cities of Madrid, Paris, and London that catapulted the brand on social media.

Make authenticity your advertising focus. Rihanna’s bolstering of the brand on her personal channels was an impressive start to Fenty’s success. Within four days, the Fenty Beauty Instagram account had already amassed 1.4 million followers. Yet what made it special was its blend of content — reviews and testimonies from some of the beauty industry’s most respected influencers. Gorgeous shots of the products to display their inclusive range, and reposts from customers wearing and using the product on themselves. Fenty’s unique combination of using makeup experts, diverse models, and real people from different ethnicities and sexual orientations as their product evangelists resulted in much buzz and hype in the beauty industry.

Fenty uses Instagram to announce and promote product drops, and uses its social media network to engage with fans. The account features photographs of diverse individuals, including women wearing hijabs and user-provided selfies displaying a broad range of skin tones. A recent post announcing new lip crayon colors generated nearly 150 comments and 74,000 likes in its first 15 hours. Some commenters asked for advice on how to use the product and received answers within minutes.

Leveraging their owned media channels. Fenty Beauty has cleverly mastered the use of their owned media (the channels that are run by the brand, including Instagram and YouTube) – leading the pack with $22 million in MIV just from this Voice. From video tutorials with Rihanna herself, to the #rihgram (re-sharing) of user generated content, this beauty brand engages its community across various channels, offering a 360-degree digital experience to its users.

Distribution Launched at once in Sephora Harvey Nichols Boots Online Travel retail - DFS Fenty beauty was launched at once in 1,600 Sephora stores across 15 countries. It is currently retailed at Sephora, Harvey Nichols and Boots. Currently Fenty has 1600 points of sale in 17 countries across the globe. It is also e retailed in many countries.

Fenty beauty has been expanding to Asian countries like Hong Kong, South Korea through travel retail, particularly DFS. Fenty’s customers are mostly African-American and hispanic. They also have a good base of Asian customers. As per statistics, Fenty beauty’s customers are on an average women who spend $471 on makeup per year while for Kylie cosmetics it is $181 per year and for Kat Von D it is $371 per month. Also, Fenty beauty made 5 times more than Kylie cosmetics during the first month(which was earlier considered an exceptionally successful launch) and 34% more in the next month. It also boosted Q3 sales by 17%.

LVMH in October “experienced an exceptional start” due to Fenty Beauty. Fenty Beauty brought in $562 million, in its first full year.Rihanna is first woman to create an original brand at LVMH and the first woman of color at the top of an LVMH maison. Her line is the first new house created by the group since Christian Lacroix in 1987. Perfumes & Cosmetics accounted for 12% sales in 2018. Also for Perfumes & Cosmetics, growth was faster than sales. Profit margin was improved. Rihanna is a 49.99 per cent shareholder in Project Loud France via her company Denim UK Holdings.

• Brand association with Rihanna • Great marketing strategies • Inclusivity • Under the conglomerate LVMH • Cruelty free and animal friendly

• Sell through new channels • Establish brand awareness • International Expansion • Cater to broader consumer categories by having broader price range

• Limited distribution avenues • New brand • Low brand loyalty in the market

• Brands copying their USP • Any Scandals associated with Rihanna can negatively impact the brand image • Intense Competition

Competitor Analysis

Perceptual Map

Price Accessibility Matrix

Competitor Brands HUDA BEAUTY •

Founded in 2013

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Owned by Estee Lauder and Loreal Group

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Distribution Channels - Ulta, Sephora, Hudabeauty.com

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Main Products include eyeshadow palette and lipstick

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Current market presence - Global

GLOSSIER •

Founded in 2010

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Owned by Glossier Inc.

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Distribution Channels - Glossier.com, Glossier pop-ups and NYC showroom

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Main products include eyebrow gel, highlighter, concealer, creme blush, lip blam

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Current market presence - USA, Puerto Rico, Canada, UK, Ireland, Sweden, Denmark, Frnace

MAKEUP FOREVER

TARTE COSMETICS

MAC COSMETICS

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Founded in 1984

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Founded in 2000

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Founded in 1984

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Owned by LVMH

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Owned by Kose Corporation

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Owned by Estee Lauder

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Distribution Channels Sephora, Website, Makeup Forever boutiques

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Distribution Channels - Sephora, tarte.com, Ulta, Macy’s impulse

•

•

Main Products include foundation, highlighter, primer, bronzer

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Main Products include concealer, eyeshadow palette, foundation, primer, contour kit

Distribution Channels - MAC Boutiques, Mac.com, Macy’s, Bloomingdales, Nordstrom, Saks

•

•

Current makret presence Global

•

Current Market Presence - Global

Main Products include - Lipstick, Foundation, Concealer, Blush, Powder

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Current Market Presence - Global

Geographical Extension For geographical expansion of Fenty Beauty - India, Vietnam and Morocco are the top 3 countries, where Fenty beauty is not available as per A.T. Kearney 2018 GRDI report with I dia at rank 1, Vietnam at rank 6 and Morocco at rank 7. The Indian cosmetic industry has grown substantially from 2010 to 2015 and is estimated to triple in size by 2025. Morocco’s culture is deeply rooted in their existing beauty products from which other brands draw inspiration.

We chose India for geographic expansion based on statistics and various search results including the ones mentioned.

PESTEL ANALYSIS P

E

S

POLITICAL

ECONOMIC

SOCIAL

• Government imposes import duty to restrict import of foreign goods • Imported the tax rate is 28% as compared to 13% last year • FDI regulation-30%goods to be sourced from India • Labor laws: minimum wage : $50-$80 monthly, maximum working hours per day : 9 Label declarations

• Growing luxury market-$18.5 billion to $100 billion by 2022 • Beauty & Personal Care market revenue US$25,207m in 2019.

Expected market annual growth - 6.7% • India is ranked 3rd in the world with 131 billionaires • GDP projected to reach $5 trillion by 2022 • Appreciating USA currently it is 71:1 • Disposal Income on a rise 13.7% inc

• Millennials form 47% of the population • Population has been growing at an increasing pace, currently it’s 1.3 billion • Appreciating USA currently it is 71:1 • Disposal Income on a rise 13.7% inc

T

E

L

TECHNOLOGICAL

ECONOMIC

LEGAL

• India has a strong IT sector and heavy investment is incurred on the development of new technology(7.7% to GDP) • 460 million online users -second largest in the world • 299 million smartphone users, an increase of 100% is expected by 2022 to reach 500 million

Heavy emphasis on recycling –current recycling rate is 27% and is expected to triple by 2022 Air quality-huge penalties levied on industries discharging pollutants without treatment.

BIS certification Import of cosmetics with lead or arsenic compound prohibited

MARKET ANALYSIS Market Size

Sales Channels In the Beauty & personal Care market, 9% total revenue is projected through online sales by 2023.

Beauty & Personal Care Market Revenue Revenue in the Beauty & Personal Care Market was $US 25,207M in 2019 • Cosmetics: $5,856.9M • Skin Care: $7,583.2M • Personal Care: $11,462.7M • Fragrances: $303.9M

Cosmetics Market Revenue • Cosmetics segment projected to show a revenue growth of 6.7% in 2020.

• Increase in revenue & growth for face cosmetics supports Fenty’s expansion.

Key Players in the Indian Market

Target Consumer Indian market is quite unique when it comes to differentiating based on their income level, the market can be divided into five broad categories:The Rich TheConsumingClassThe ClimbersThe Aspirants The Lower ClassTarget market for Fenty can be broadly classified it into PRIMARY CONSUMERS They are the one who are well versed with international brands and have been Buying them for some time from foreign countries and Travel retail. They are always looking for better make-up options. Primary consumers also include people who are always looking for a better match/shade for their skin tone.

SECONDARY CONSUMERS For Secondary Consumers, they are the ones who are fond of makeup but are not well versed with International brands. They always go to local brands if they want something new. As Indian market does not have wider range in foundations they are always looking for something always looking for something to match them better.

THE INFLUENCER S T A T U S : Comes from a high class and affluent family E D U C A T I O N : Bachelors from Delhi university, Masters in marketing from London School of Fashion E M P L O Y M E N T : Self employed, Youtube Channel and Official Instagram account I N T E R E S T S : International travelling, blogging, loves makeup, working out I N C O M E : 350,000 INR per Month T E C H N O L O G Y U S A G E : I pad, mac book and an Iphone M E D I A C O N S U M P T I O N : Highly active on Instagram, Youtube and Snapchat. Occasional user of Facebook and Twitter. Has a large social circle and receives gifts from brands for promotions S H O P P I N G H A B I T S : Regular shopper ,prefers both buying in store and online purchasing depending on the convenience

THE CORPORATE PROFESSIONAL S T A T U S : Comes from a middle-class family, works for a multinational firm in Gurgaon E D U C A T I O N : Bachelors from Delhi College of Engineering E M P L O Y M E N T : Software developer at SISCO I N T E R E S T S : Loves travelling, Food Connoisseur I N C O M E : 100,000 INR per Month T E C H N O L O G Y U S A G E : Iphone and Android M E D I A C O N S U M P T I O N : Active on Instagram and Facebook. Follows brands but posts ocassionally S H O P P I N G H A B I T S : Likes going shopping on the weekends. Explores malls and markets but most of the times orders online

THE HOUSEMAKER S T A T U S : From upper middle-class family E D U C A T I O N : Bachelors in Education from Delhi University E M P L O Y M E N T : Housemaker, Takes care of the family I N T E R E S T S : Cooking, Watching movies and daily soaps, reading I N C O M E : 70,000 INR T E C H N O L O G Y U S A G E : Iphone and Android, Ipad M E D I A C O N S U M P T I O N : Active on Facebook.

S H O P P I N G H A B I T S : Shopping online through her phone and sometimes going out to malls and markets

Location Analysis New Delhi is the captial of India and is one of the biggest metropolitan cities in the country with a high urband population. Several international luxury brands already have a strong presence in the city and there are more stores opening every few months, mostly in large modern mallls.

Select Citywalk Select Citywalk is one of the oldest and most prominent malls in the city. It was opened in 2007 and remains a retail centre of high traffic, especially on the weekends. The mall is interlinked to two other malls and and serves as a one-stop shopping destination to the middle class and upper middle class consumer in India. It also features multiple movie theatres and a host of din ing options from fast food chains to fine dining options. According to Google, people typically spend 30 minutes to 1.5 hours in the mall.

Store Occupancy Mix

Area Factors The mall has easy access to public transport, there is a bus station located outside the entrance and the nearest metro station is 10 minutes aways on foot.

There is a three level indoor parking facility in addition to a spacious outdoor parking lot adjacent to the mall.

The mall houses over 180 stores spread over a trading space of 1.3 million sq ft.

Select Citywalk is primarily a mid market mall with some high end stores. The target consumer bracket includes middle class and upper middle class consumers.

Some additional services provided at the mall include concierge services, valet, gift wrapping, car wash, etc.

Area Attractions Being a part of three interlinked malls located in the heart of the city, Select Citywalk serves as a one-stop shopping destination for the whole family.

The mall has three movie theatres featuring 10 screens and over 150 dining options that range from fast food joints to fine dining options.

The 100,000 sq ft. outdoor plaza hosts several popular events and exhibitions round the year The mall is centrally located and close to several places of business and is also attached to business hotels like Hilton Gardens and Svelte Hotel and Personal Suites.

Mode of Entry Fenty Beauty will enter the Indian market through Sephora stores and retail online through beauty portal Nykaa.com. Sephora brings in the infrastructure, technological skills, global reach and other resources to generate buzz and awareness in the market. Since the company is already associated with Sephora, it only makes sense to make use of this opportunity. Nykaa.com is a nation wide ecommerce platform that can help the brand become more accessible to tier two and tier three cities in India. As part of the marketing strategy, we will be opening Fenty Beauty popup stores next to the Sephora stores in Delhi, Mumabi and Bangalore for a period of four months, starting in October 2019.

Why a Pop-UP ?

A pop-up store will generate media buzz and excitement around the products. Exclusive and limited time offers at the pop-ups will bring in more customers especially during festivals in India when people are looking to shop for gifts and to treat themselves. Experiential features in the space will also attract customers to the brand before it is diplayed in the Sephora stores along with competitor brands.

Floor Plan

Pop-Up Store

Interior Fixtures Three tiered 5 feet display counter - One Hexagonal display tables - Nine Makeup Stools - Three Makeup Table Counter - One Hexagonal Mirrors - 15 5x6 feet Checkout/Packing Desk - One Chair - One LED Displays - Three

Store Ambience Lighting - Mix of Natural light and LED displays withing the pop-up Sound - Contemporary pop music Smell - Reb’L Fleur, the best selling fragrance by Rihanna is a clean blend of sweet and spice Interactivity - Customers have several points of engagement with the brand, starting with their signature hexagonal store layout and displays and interactive VR screens to try on makeup virtually. The sales assistants have been specially trained to assist customers with personalized recommendations.

Location Competitors Direct Competitors • MAC • Chanel • Dior • Estee Lauder • Bobbi Brown • Inglot

Indirect Competitors • • • • • •

Bath & Body Works Chambor Forest Essentials Clinique Jo Malone Maison Des Parfums

KANO Model

Communication and Promotional Plans Communication Strategy Millennials are most affected by recommendations from their friends and family. The same is true in India. This supports our choice to have a substantial portion of our promotion be digital. We will use influencers and user generated content to promote the product..

Social and Digital Media INSTAGRAM AND FACEBOOK

Sephora Website and Official Fenty Website

Traditional Media MAGAZINE ADVERTISEMENTS

BILLBOARDS

Promotional Strategy

Millennials are most affected by recommendations from their friends and true in India. This supports our choice to have a substantial portion of o tal. We will use influencers and user generated content to promote the pr

d family. The same is our promotion be digiroduct..

Gantt Chart The festive period — starting with Onam in Kerala, and with Durga Puja and Dussehra across most of the country, and lasting till Diwali — is the biggest shopping period, accounting for 3045% of annual sales in India. There is also a peak in sales in December due to Christmas and holiday season. Ganesh Chaturthi also drives sales in the the end of August as purchases made during this time are considered auspicious.

We will launch the brand in India in October, with pre-launch activities starting in September to create a buzz right before the festivities gift and self grooming purchases begin. The Launch with the pop-up store will continue through December and Post-launch activities will run from January to April.

Pre-Launch Pre launch includes sending invitations and make up kits to influencers and celebrities for promotions through instagram and youtube.

PR kits and Launch party invitations were sent to Youtube Beauty bloggers and make-up artists, whether they had small or large following, if they had the power to influence they were sent invitations.

Much like its founder, Fenty Beauty uses a witty tone on social media.

Timing is critical. Fenty Beauty’s initial brand launch took place during — New York Fashion Week. When the eyes of the world were searching for what’s next in style, Fenty capitalized on this focus and outpour of related content to execute one of the biggest launches in cosmetics history.

Launch Th launch will include a temporary pop up store in front of a Sephora store for mostly educational purposes but will also have POS. There will be a positive oriented promotion wherein the customer gets a Fenty coupon at the pop up store, so if they make a fenty purchase through any Sephora store, they will get 2 Fenty beauty samples that last one week. To activate it, customers will have to scan the barcode or go on the web link, add their details and then use the activation code on their phone. This will drive more traffic to the Sephora store.

Post-Launch Post launch will include sephora promotion and posting launch and popup stories on instagram for other cities.

This will include blogs, tutorials. Also, experience stories of Delhi customers who used the product. The promotions will be featured in magazines as celeb favourites, there will be a fenty success story promotion in delhi. Tv ads will also play a crucial role.

Human Resources Tasks Fenty will have their tasks related to popup and marketing. First, HR will be Recruiting and Interviewing for positions and eventually hiring based on the needs of the company and the best performance. Once they are hired the associates will be trained. The manager will take care of the work schedules and breaks. There will be Visual Merchandiser to take care of the fixtures and to Display the merchandise. Once the popup is functioning, the staff should educate the customers on the brand and provide exceptional service and handle customer complaints. One associate should take care of the Cash register. There will be someone to take care of loss and prevention.

Recruitment and Training Approach There are 3 Sephora’s in Delhi. The locations for those 3 Sephora is Gurugram, Delhi, DLF Promenade, Select CITYWALK. Positions will be filled from those 3 Sephora. The associates would be chosen on best performance, customer service, & brand interest from Delhi Sephora. KPI’s that will be used to hire the associates would be KPI Employee Performance, Customer Satisfaction, Teamwork, Leadership, Workload efficiency.

For the Training approach, even the associates are from Sephora they would have to be given training on the brand Fenty and the vision, mission, and goals of the brand. As Fenty has so many foundation shades with various undertone thing. ey would have to be trained on matching those. Associates should listen to the customer’s need and wants and advocate the brand accordingly

Compensation Structure & Benefits There will be a base pay for every position.

Security staff - $350/ month Junior Associates - $650 /month Senior Associates- $928 /month Assistant manager- $1350 /month Merchandise manager- $1285 /month Pop-up Manager - $1928 /month.

Once the sales staff reach a month’s target, they will get a 15% bonus off their base salary. Benefits will include health insurance. There will be Reward and Recognition Solutions to make associates feel appreciated. The employee will get Discount including special discounts through LVMH and affiliate brands.

Financial Plan The Finacial plan will detail all the expenses associated with the pop-up store and the sales forecasts for four months which is the intended duration of the pop-up store. For the purpose of this project, we have included the financial details for the pop-up store at Select Citywalk, New Delhi. Considering the lower labor and operational costs in India and the high average markup on cosmetic products, we expect to make profits at the end of the four month period. In line with LVMH policy, we have invested under 10% of our sales revenue for promotional activities, which also helped boost overall profits.

Merchandise Allocation & Pricing

Sales Forecasts

Expenses Operational Costs

Promotional Costs

% Breakdown of Expenses

Gross Profit Margin = 88% Operating Profit Margin = 82.9%

Income Statement

Conclusion Fenty Beauty has influenced our perception of beauty from a global standpoint.

This new location will allow the brand to reach a broader audience, connect with individuals by filling a gap in the market, and grow their physical retail presence.

The expansion of Fenty Beauty into India will support the brand’s mission in reaching new and diverse consumers, introduce new retail locations throughout India, and increase accessibility to the brand.

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