Drop the FENTY

FENTY Beauty was always about more than just a celebrity name on a bottle. 

To launch the next evolution of Rihanna’s iconic Pro Filt’r Foundation FENTY Beauty partnered with us Hornets to create a multi-faceted campaign that put the people who helped shape the brand at the center.

“Drop the Fenty” removed the Fenty name from the brand’s channels and iconic foundation packaging (Rihanna’s full name is Robyn Rihanna Fenty) before revealing a new chapter centered on the FENTY community. 

To build intrigue ahead of the reveal and drive conversation around the launch, we pulled off a coordinated earned media strategy spanning beauty, pop culture and business/marketing media.

Consumers were invited to put their own names on Fenty Beauty - in a global partnership with Sephora - turning the launch of the new Pro Filt’r Fluid Flex Foundation into a larger statement about who the brand actually belongs to.