To: David Suliteanu, CEO of Kendo

Dear David,

Fenty sprung onto the scene seemingly out of nowhere—a brand built on inclusivity, with an unprecedentedly wide assortment of SKUs for people of all different skin colors. Filling this long-time void in the market, Rihanna and your team created one of the fastest-growing beauty brands ever.

But there is still a big opportunity to double down further on your mission of inclusivity and diversity. Fenty currently does a great job getting customers to share their looks with Fenty Face photos on Instagram and on the brand’s site—probably the most diverse set of customers a beauty brand could ask for.

Still, the cataloging stops at how the brand makes people look—what about how Fenty products make customers feel? Bringing customers’ ideas, emotions and personalities into the fold would power Fenty’s sales even more.

Here’s one idea about how to do it.

Launch The Ticker.

What if Fenty launched a new digital product called The Ticker, which solicited and cataloged the emotions that customers associate with the brand and its products? When customers write in that Body Lava makes them feel “radiant,” “luminous” and “dewy,” Fenty could then aggregate these adjectives into a stock-like ticker and display it on the appropriate product page. This would give shoppers insight not only into how the products look, but how they could feel wearing them.

Over time, as you build up more of a feedback database, you could start turning the adjectives into campaigns that cycle through the different emotions aligned with each product. These could exist offline as billboards, wheatpastes and other out-of-home advertising, and online as gifs—you could even create an image generator that marries customer testimonials with each product, or one that allows customers to create their own personalized gifs. Sharing this content would spread awareness of Fenty to new audiences, who would receive glowing recommendations about the brand from people they trust.

The Ticker could also manifest itself offline, at Sephora and Harvey Nichols, where standing out among all of the other brands is paramount. The digital signage and cycling words would instantly catch the eyes of shoppers, encouraging them to check out Fenty products. Inside stores, the Ticker would both display customer feedback while personalizing the department store experience.

This is one idea among many that would help Fenty bridge the gap between diversity and personalization—truly making it a beauty brand for all.

Let me know if you would like to hear more.

Richie Siegel
Founder and Lead Analyst
Loose Threads