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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

The New Culture of Skincare

Finalist in Brand Identity

Objective

It’s no secret, Rihanna has amazing skin. But it hasn’t always come easy: As a teen, she was overwhelmed with all of the skincare options out there. And, when she was younger, she tried a product that discolored her skin, which scared her from trying anything else for a long time. Driven by that bad encounter with a harsh product, Rihanna created Fenty Skin: an uncomplicated skincare line for everyone – even the fellas. Inspired by her global lifestyle, Rihanna brings together ingredients from around the world and pairs them with skincare powerhouses, such as hyaluronic acid and niacinamide, for clinically proven results.The packaging? Earth-conscious: Think more recyclable materials and smart refillable packs that feel luxurious. Plus, she’s elevated the entire experience with supple, unique textures and warm, delicious scents. This is skincare that works, that feels incredible, and that makes you feel good for using it. Get in on the new culture of skincare.

Strategy

Fenty Skin was founded on Rihanna’s vision of a truly inclusive skincare line accessible to all. We put diversity and authenticity at the forefront of all our touchpoints with consumers, from our product assortment to our advertising to our social media.

Results

In less than two weeks, our social channels burgeoned with an accumulation of over 537,000 new followers and millions of social impressions worldwide. Throughout this time period, Fenty Skin became the #1 most talked about skincare brand on the market – a major accomplishment for such a new brand, and a sign that our audience was ready for and welcoming of change. As we continue to grow and expand as a company, we will continue to keep our core values of inclusivity and simplicity in mind, encouraging our customers to continue to be their authentic selves and celebrate their skin 365 days a year!

Media

Video for The New Culture of Skincare

Produced by

Fenty Skin

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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