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Work > Online Editorial, Brand & Campaign Launches
Fenty Beauty by Rihanna - Launch Campaign
What I Did
Led the editorial content across web, email and in-store communications for Fenty Beauty’s exclusive UK debut at Harvey Nichols.
The Context
Harvey Nichols’ core luxury customer historically showed low engagement with celebrity-led beauty. At the same time, strict global campaign guidelines limited how the story could be adapted locally, creating a risk of attention without retail relevance.
The Strategy
I structured the launch around product credibility rather than endorsement. Two complementary tracks were created: a clear product-led guide satisfying global requirements, and a UK-relevant narrative centred on the foundation shade range as evidence of innovation.
The Impact
Fenty Beauty became the most successful beauty launch in Harvey Nichols’ history and contributed to an 8% increase in annual profits.
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