Be Fearless with Fenty: A Campaign Exploring Fenty Beauty Inclusive Beauty Concept

Kristi Candi; Dwi Setiawan; Bernadeth Febyola Linando

doi:10.9744/katakita.12.2.102-108

Be Fearless with Fenty: A Campaign Exploring Fenty Beauty Inclusive Beauty Concept

Kristi Candi^(1*), Dwi Setiawan⁽²⁾, Bernadeth Febyola Linando⁽³⁾,

(1) Petra Christian University
(2) Petra Christian University
(3) Petra Christian University
(*) Corresponding Author

Abstract

This paper aims to explore what kind of campaign that can promote and how the campaign can represent inclusive beauty concepts. The issue of inclusivity has been important since society is still affected by the traditional beauty standards which result in the lack of darker foundation shades and higher sale of whitening products. This paper portrays Fenty Beauty’s inclusivity beauty concept which is applied in a social media campaign and a mockup website that is aligned with the brand's tone-of-voices and target audience while using brand awareness and content marketing strategies. The work is written in the form of a social media campaign that shows encouragement towards Indonesian women to be confident in their own skin using the tone-of-voices of confident, informal, and inclusive. It also contains engaging contents to spread awareness and increase engagement of the audiences to be involved in the campaign.

Keywords

beauty concept; brand awareness; content marketing; Fenty Beauty; inclusivity; social media campaign; tone-of-voice

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DOI: https://doi.org/10.9744/katakita.12.2.102-108