Fenty landed in Africa
And now what?
What expectations do we have as consumers, African consumers to be precise about this cosmetic giant coming to Africaaahhh!
Africa has known a false narrative that is now being corrected thanks to the work done on the ground by fellow Africans or companies working at correcting a poor story.
Yes, the continent is lacking in infrastructures, it is behind in internet access but we, here those who have lived on the continent, know that there is more to that than the former lazy narrative. A French question statement comes to mind “A qui profite le crime?”Of course, what I mean to ask is ‘Who benefits from this storytelling’?
Now, 2022 so far has been fully of good news: venture capital money has reached a new high year thanks to the companies in Nigeria, in Kenya or in Egypt that the market has become a land of opportunity for the one willing to travel on the ground and explore the countries that are so different be it culturally, be it with languages even the landscape.
Wise for Rihanna whose company, Fenty, a black owned (50% Rihanna, 50% LVMH) to travel to unknown places, it is safe to write this is a form of language, because LVMH is known to rely heavily on data and the French conglomerate has a lot, to bet safely on the market that is still relatively untapped especially in the beauty space.
Still, this is no article claiming that no African beauty company exists but to acknowledge that the hype coming from Africa is real and safe to write that if LVMH is willing to invest, something is already brewing on the continent.
A reminder to the reader : the continent comprises 54 countries, 55 if you ask the UN.
Fenty feels like when high end brands or French Maisons were adamant about servicing ‘urban’ customers or worse design sneakers.
In today’s world, it will be silly to forgo the growing number of sneakerheads who are willing to invest in $400 shoes. Alexander McQueen, Balenciaga and Gucci. Even Tom Ford and Bruno Cucinelli have joined this new world.
What might be next for Fenty?
Reading articles about the launch, it is safe to say that many were happy about the drop, the PR teams even managed to anger some social media influencers for not being included on the VIP lists. People took Twitter to vent their frustrations.
Rihanna and her team will certainly reverse the course by, for example, organising a small gathering where she will be physically present. What is exciting about her brand, it is HER. Rihanna who has been part of our cultural landscape for years now and having her visit Zambia or Kenya will feel like she is one of us. Isn’t this what business is all about? To reconcile the consumer experience and the positive cashflow?
In the future, I bet she will be travelling in countries like Angola or Uganda to talk about her lipsticks and party with a Dom Perignon glass.
On tour, she could add several African cities to showcase her work and ignite interests in cities like Addis Ababa, Harare or Windhoek.
Handled properly, she could become an unofficial ‘African’ tourist ambassador. Barbados and sub-saharan countries are quite alike especially in the food and entertainment categories.
Social media will be a great tool for countries and community managers will be put to work to enhance the tourism sector in Accra or Dar Es Salam.
As the singer started a new chapter in her life, let’s hope she will take her role as a CEO to service Africans with healthy standards.
