Sep 13, 2018 | By Sarah Owen
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Rihanna, as we know, is no stranger to a fashion collaboration. We’ve watched her collaborate with everyone from high street retailer River Island to Puma, where her celebrity status has boosted sales.
But now, she’s adding another venture to her empire. The news has just been released that she’s bringing out a beauty line, and she won’t just be the face of it. Rihanna is teaming up with LVMH owned Kendo, to produce the line, which will launch in 2017. (UPDATE THE PRODUCT JUST DROPPED ON SEPTEMBER 8TH).
The news was confirmed in WWD. “Fenty Beauty by Rihanna is a beauty rocket ship that will appeal to a huge and diverse global audience. We are aiming for the stars,” said David Suliteanu, CEO of Kendo.
And now, the singer has announced via Instagram that the first product to drop will be a holographic lip colour, to be stocked in beauty chain store Sephora.
This is a smart move for Rihanna because she definitely has the star power to make product fly off the shelf.
“The news of Rihanna’s beauty line doesn’t come as a surprise, she previously teamed up with MAC Cosmetics on a Viva Glam line in 2014 which sold out (the personalised RiRi Woo lipstick was a standout hit), and proved to be a great testing ground for her to see how she would do in the beauty market,” says WGSN Senior Editor Theresa Yee.
“The recent success of her Puma line at NYFW, further confirms her appeal with young, female consumer, and her influence on social media is huge, with her Instagram account acting as a window shop for her followers to see what she is up to and what projects she has in the works.
“What is interesting is that Rihanna is pushing the boundaries of celebrity make-up lines, she is not simply going to be the face but she’ll be co-creating the line. This a huge shift that we are seeing with celebrities, Beyonce is also adopting this strategy with her Ivy Park active range, which is not an endorsement deal but a 50-50 partnership with Topshop,” adds Yee.
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