Fenty Beauty, the brainchild of celebrated artist Rihanna, is scaling new heights of experiential marketing in Singapore. The renowned beauty brand has taken over the iconic Singapore Flyer, offering fans a vibrant, immersive makeup experience complete with uniquely decorated capsules and swag bags.
The takeover permits beauty enthusiasts to enjoy an unparalleled ride in two Singapore Flyer capsules, transformed exclusively for the event. Each capsule is a spectacle of bold colors, with Fenty Beauty’s makeup products taking the center stage, embodying the brand’s spirit of fearless expression.
The brand has introduced the “Fenty Beauty Premium Champagne Experience” for attendees. Ticket holders will not only get priority boarding but will also enjoy a glass of champagne, a mix of nuts, and a Fenty Beauty Swag bag. Moreover, they receive free admission to the Time Capsule post their memorable ride on the Singapore Flyer. The exclusive experience is set to continue until August 13th.
Fenty Beauty’s innovative strategies have consistently left a lasting impression on its customers, creating a robust brand recall. One such notable campaign was Rihanna’s memorable gesture during her Super Bowl performance after a seven-year hiatus. The world watched in awe as the singer paused to touch up her makeup onstage using a Fenty Beauty product, resulting in considerable buzz online.
Post-performance data from Meltwater suggests a significant impact. Tweets mentioning “Fenty Beauty” skyrocketed by 883%, overwhelmingly tilted towards positive sentiments (29% positive vs. 5% negative). Notably, despite Rihanna’s performance being unpaid, her ingenious move to plug Fenty Beauty received widespread admiration for maximizing the opportunity.
Fenty Beauty’s Singapore Flyer takeover signifies the brand’s commitment to offering distinctive, memorable experiences to its patrons. As they continue to redefine experiential marketing in the beauty industry, it is indeed an exciting time for makeup lovers in Singapore.
This news is based on a report by Marketing Interactive.