Marketing

Newsletter #43 - Your Ultimate Guide to Launching Products Like Fenty Beauty 💌

Julie Cauville

July 27, 2026

Hello!

Rihanna excels in the art of creating brands with millions of superfans 🪩

Since 2017, each of her new launches creates a buzz and ends up sold out:

Fenty Beauty generated $72M in revenue in one month with just one product: a foundation available in 40 shades.
The brand has over 13M followers on Instagram and TikTok thanks to ultra-engaging content, an array of product images, makeup tutorials, and UGC.
Fenty was named the most lucrative celebrity-created cosmetics brand of 2023, with $477M in revenue.

After music, lingerie, makeup, and skincare (🥵), the star announced the launch of a new range in early June: Fenty Hair.

Although the sales figures for their first month have not yet been published, the buzz around the product suggests a success similar to that of Fenty Beauty.

For this last edition of the summer, I'm breaking down the email strategy of Fenty Hair, so you can explode your product launches like Riri 💌

1. Offer Early Access

Your prospects need to feel unique and privileged to capture their attention and turn them into superfans (cf. Pat Flynn).

Early access or private sales are excellent levers to generate excitement around your launch.

The Bradery, for example, opens its sales an hour earlier for its users, and Jacquemus regularly organises very selective "Friends & Family" sales.

On the design side, a simple landing page is often the most effective, like the one from Fenty Beauty ⬇️

To build the same landing page, I recommend using:

A catchy headline (here, the brand bets on urgency to capture the user's attention),
A simple subtitle (clearly presenting your offer),
A countdown timer (to add even more urgency ⏱️),
2-3 registration fields max (go to the essentials to avoid discouraging your prospects),
A small welcome gift (for the "joy of receiving" and especially to boost your sales immediately, here -15% on Fenty Beauty products).

🗝️ In case you missed them...

Here are 2 newsletters on landing pages to read quietly this summer:

2. Spread the Word 📢

Almost no one sells out without promoting their product in advance.

To find your audience, I recommend diversifying your communication channels.

Like Rihanna, don't hesitate to use all your available resources:

Instagram: on her own account, that of Fenty Beauty and Fenty Hair (a total of 164M followers 🤯).
TikTok: using the same strategy as for Instagram.
Emailing: the brand sent its first newsletter on the subject on June 3rd, for a launch on the 13th 👀.
Press: mention in mediums like WWD, with catchy headlines.

3. Communicate, Communicate, Communicate...

Now that you’ve piqued your prospects' curiosity and captured several hundred (thousand) email addresses, it’s time to build the anticipation 🥣

To do this, Fenty writes to its subscribers daily, diversifying the content based on whether the contacts signed up for early access.

To keep its audience engaged, the brand opts for attractive subject lines (and regularly mentions the founder) and educational content that presents:

The genesis of this new product category,
UGC (over 400 consumers tested the products),
Reassurance elements on delivery (fast delivery, free returns, goodies, etc.), payment, or social impact.

In addition to evangelising its future consumers, the brand takes the opportunity to educate them and reduce friction and questions generated at the time of purchase.

🤫 Double your visibility with follow-up emails

Bigblue follow-up emails have an average open rate of 74%. Use this privileged communication channel to promote your next collections! Zoom in on the image to discover the simulation of a Fenty Beauty order email ⤵️

That’s all for this summer!

I hope you enjoyed this edition and that it will help you prepare for your next product launch 💄

As for me, I’ll see you in September after a well-deserved holiday 🏝️

See you soon,

Julie

E-commerce Expert @ Bigblue