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Work > Online Editorial, Brand & Campaign Launches
Fenty Beauty by Rhianna
What I did
Led all editorial and marketing content for Fenty Beauty’s exclusive UK debut, spanning digital features, emails, and in-store communications.
The Context
Harvey Nichols’ audience wasn’t typically drawn to celebrity-led brands, and Fenty came with strict global language guidelines that left little room to manoeuvre.
The Strategy
Created two editorial tracks: a precise product guide to meet stakeholder demands, and a bold, UK-focused brand story.
We led with foundation - a surprising hero - and spotlighted its game-changing shade range to reframe the launch around inclusivity, not celebrity.
The Impact
Harvey Nichols’ most successful brand launch in a decade, driving an 8% increase in annual profits.