Events

Influencers Order Product Takeout in Fenty Beauty’s Los Angeles Drive-Thru

marketingcawpuser 7 months ago 3 min read

“This product is all about convenience—it’s quick and easy to use, has a match for everyone, and makes your beauty routine that much easier. We wanted editors, influencers and consumers alike to understand that through this activation. We really leaned into that notion and integrated a sense of nostalgia, mixed with surprise and delight. With every element there was a photo op, a brand touchpoint and a learning experience.”

–Nanette Wong, VP-Global Brand Marketing, Fenty Beauty

Fenty Beauty by Rihanna on Sept. 3 took over the Full Service Coffee Co. shop in Koreatown, Los Angeles, creating a branded drive-thru and pop-up environment for 300 social media influencers to sample and promote the new Eaze Drop Blur and Smooth Tint Stick products designed for on-the-go touchups. Naturally, the experience focused on the “on-the-go” aspect, kicking off with a ride in a convertible vintage car to the shop, once home to a 1940s-era Texaco station.

The LINE Hotel nearby served as a staging area for each session (one in the morning and one in the afternoon) and where the seven vintage cars, like a Chevy Impala and Ford Mustang, transported attendees to the activation. As they arrived, they had their skin tone matched while comfortably seated in the back of the car. Next, they pulled up to an intercom where they ordered that shade and then were matched with Fenty Beauty “sides” to pair with it. And of course, all the product was delivered in what looked like fast-casual containers—burger boxes and fry packets, and handed over in a branded white to-go bag. There was also a secret menu to order from (which gave In-N-Out Burger vibes) featuring unreleased products, like new releases from the brand’s Shadowstix line.

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“This product is all about convenience—it’s quick and easy to use, has a match for everyone, and makes your beauty routine that much easier. We wanted editors, influencers and consumers alike to understand that through this activation,” says Nanette Wong, vp-global brand marketing at Fenty Beauty. “We really leaned into that notion and integrated a sense of nostalgia, mixed with surprise and delight. With every element there was a photo op, a brand touchpoint and a learning experience.”

After receiving their “takeout” order, the influencers’ cars pulled up to a pop-up experience in the storefront where brand ambassadors served delicious shakes (both alcoholic and non-alcoholic). There were also product displays available to peruse, photo ops and a dj spinning tunes, offering an environment for the attendees to create content and network in before they hopped in their car and headed back to the hotel. The experience marked the first live execution for the global launch of the new product line.

“We’re always aiming to bring our Fenty Fam into our Fenty world. Beauty is all about the experience—how does that product fit into my lifestyle? How does it feel on my skin? Do I relate to this product and what the brand is saying about it?” Wong says. “To feel it, to try it; to experience it, is to believe it. We make sure that when we do an experiential marketing moment, it’s really true to the brand and to the product and authentic to the overall Fenty experience.” Agency: Redrock Entertainment.