Rihanna’s Fenty Beauty propels to #1 spot of America’s most loved brands
Brand Love 2021 is dominated by brands that provided emotional reassurance or an opportunity to escape the reality of the pandemic.
Rihanna’s beauty brand sends social media soaring at every turn – and Fenty’s ability to establish meaningful, authentic connections with fans have propelled the beauty brand to the #1 spot on the list of America’s most loved brands.
Additionally, beauty brands have been at the forefront of using social media to build relationships and spread joy with followers online during the pandemic, making them rise to the top of Talkwalker’s Love Brands 2021 Report. From Fenty to M.A.C. Cosmetics to Huda Beauty, brands are shifting messaging strategies, engaging with their social communities to foster loyalty, and creating a sense of belonging in uncertain times.
Overall, beauty brands were among the top performers in the Love Brands 2021 Report, with Huda Beauty the number one global brand and Fenty coming out as America’s most loved brand. In addition, M.A.C. Cosmetics was number three on the global list, Benefit Cosmetics was number four and Urban Decay was number six. Olay (12), Pond’s (18), Glossier (23), Ulta Beauty (39), Truly Beauty (40), Lancome (41), Clarins (43), and Revlon (47), also appeared on the global Love Brands list.
“The Brand Love 2021 list is dominated by brands that provide emotional reassurance or an opportunity to escape the reality of the pandemic. The beauty industry has established highly creative and snackable influencer content that encourages viral sharing across many platforms”, says Todd Grossman, CEO Americas Talkwalker. “The public’s positive response to the CSR stances of these brands started by women of color, also enabled their rise to the top.”
Multi-hyphenate talent Rihanna’s beauty and cosmetics brand is the most loved brand in America this year. Fenty has an unmistakable look and a unique ability to connect with their fans, rewarding them with the products and content they crave. In the U.S., over the course of the past year, Fenty Beauty had 180.8K social media mentions, with 9.5 million engagements.
Fenty Beauty social media highlights include Rhianna‘s hot monochromatic look by makeup artist Pricilla Ono using Fenty Beauty made waves. This is just one example of the social love for Fenty Beauty when Rhianna makes a dramatic appearance sporting her own brand. This look was the subject of articles in many lifestyle publications, including Allure and Harper’s Bazaar, also inspiring thousands of views makeup tutorials by beauty vloggers. To see the makeup tutorials, you may view I AM FASHION’S Twitter.
Being a successful entrepreneur also aided in boosting Rihanna’s brand to the top of the most loved list. She was ranked 69th on the Forbes Most Powerful Women List, being recognized not only for her company’s financial success, but also for her philanthropy, including $8 million in COVID-19 relief as well as her business endeavors with FENTY, Fenty Beauty, and Savage Fenty and her ability to overcome adversity.
Engaging with her audience through social justice issues, Rihanna shut down sales on all three of her Fenty brands in honor of Blackout Tuesday, while blogger Manny Mua donated all AdSense from one day’s video to the Black Lives Matter movement, including Fenty and other black-owned beauty brands.
On a global level, Huda Beauty, an international cosmetics and skincare brand created by Huda Kattan in 2013, has become one of the fastest growing cosmetics brands in the world. Kattan originally started as a beauty influencer and blogger before establishing the company. She is still the face of the brand but had stepped down as CEO in September. Kattan is now choosing to focus on product, content, connectedness with the brand’s community, and more brand love.
The progression from content creator to global brand name inspires the next generation of influencers, which delivers significant influencer and user-generated content for the brand. The brand is CSR active, donating $500,000 to the NAACP in 2020. And by strengthening partnerships with other brands, Huda Beauty generated more PR mentions through various co-branded news stories. Last year, the brand made Talkwalker’s most-loved list in position 27. But by encapsulating the boost in social media makeup mentions, the brand has jumped straight into the number one spot.
Talkwalker helps the world’s leading brands activate the voice of the customer in real-time by making sense of consumer and customer feedback across all channels. Going beyond social listening, our AI-powered consumer intelligence platform connects the dots between what customers think, say, and do. This enables customer-centric companies to drive revenue, increase retention, and reduce costs.
With offices in Luxembourg, New York, San Francisco, Frankfurt, Singapore, Paris, Tokyo, London, and Milan, we provide best-in-class service to our 2000+ clients across the globe. For more information, please visit Talkwalker’s website.