The launch of Rhianna’s Fenty Beauty range of cosmetics products has earned accolades for the pop singer, including being named on of the inventions of 2017 by Time magazine.
The promotional launch in the UK is likely to achieve equal success. It has already helped agency Loveurope to the Launch of the Year award thanks to attention to detail and colour integrity in the posters and point of sale produced for the launch.
The agency has handled campaigns for Dior and more recently Mon Guerlain, but the emphasis that the Fenty Beauty products place on matching skin colours provided an extra level of complexity for agency and printers.
Loveurope digital marketing manager Sergio Arboledas, says: “All inkjet printers can print colours differently depending on the ink used, material printed on and the finishing process. The colour management involves us attending a press pass at each printer with the client, where we run proofs off the printer for each format and adjust the colours until they match the GMG colour proof provided by the global team in the US.
“Account management attend along with one of our colour specialists and the client. This is a very important part of the process as we ensure continuity across all brand colours, an element which is particularly important with a makeup campaign.”
The campaign spread across print and other media and was prominent in Harvey Nichols, the store chosen as the flagship stockist, resulting in posters lining the walls for Knightsbridge Underground station for the launch at the store in September. Last week two additional lipstick colours were added to the range, triggering more promotion.
This involved multiple print suppliers, led in the UK by SMP which produced a six-sheet backlit poster.
Posters for the new cosmetics brand were displayed across the Knightsbridge Underground station as part of the launch in association with Harvey Nicholls. The proliferation of materials and images created a challenge for Loveurope and its printers.