Fenty Beauty expands the Asian market, first landed in China.

Rihanna cosmetics series Fenty Beauty will focus on Asian market expansion in the coming days. On July 20, Rihanna, the American pop queen, announced that Fenty Beauty, a cosmetics product line launched in collaboration with Kendo, a cosmetics incubator of LVMH Group, would focus on Asian market expansion in the coming days.

Rihanna announced the news on the social media Instagram. When Fenty Beauty was launched in 2017, she said, she wanted to develop it into a global brand so that everyone could buy brand goods with no effort. Starting in September, the brand will enter the Asian market, preferring Hong Kong and Macao in China, as well as Seoul and Jeju Island in Korea. Under the expansion plan, Fenty Beauty will be sold in T Galleria, the makeup chain retailer Sephora, Beauty Avenue and Harvey Nichols, a high-end department store in Hong Kong and Macau, China, and in Seoul, Korea, New World duty-free shops and Jeju Island. Sales in Sino-Luo duty-free shop. In 2017, Rihanna launched Fenty Beauty by Rihanna in collaboration with Kendo, the beauty incubator unit of French luxury giant LVMH. Within a few weeks, brand sales exceeded $100 million, which is called a "transformative brand" by the industry.

Although the success of Fenty Beauty is closely related to the high quality of Rihanna, the reason why people are so popular is not only because of the name of Rihanna, but also because Fenty Beauty strengthens the innovation of "inclusiveness". It has 40 different colors of foundation, and it is the color on the market. One of the most diversified cosmetics series can fully cover the personalized needs of consumers with different skin colors. In addition, Fenty Beauty regularly interacts with fans, such as pushing user-centered content, collaborating with loyal fans on videos and tweets. At present, Fenty Beauty has 8 million fans on Instagram. According to Euromonitor, the Asia-Pacific region is the largest and fastest growing market in the global cosmetics industry, accounting for 32% of the global market. The Asia-Pacific region will grow at an average compound annual rate of 6.7% over the next five years. Known for its bold fashion declarations and red carpet wear, Rihanna has become a hot cross-border star and entrepreneur, nicknamed "Rihanna with everything to burn". In 2014, Rihanna announced that she had signed a contract with Puma, a German sports brand, as creative director of Puma and participated in the design of Puma women's wear and footwear capsules. Rihanna led the design of the "Fenty X Puma" series to promote the growth of Puma women's products, help them re-establish ties with young consumers, so that brand sales in 2017 increased 14% to 4.136 billion euros, a record high. In 2016, Rihanna cooperated with Spanish luxury footwear designer Manolo Blahnik to launch two limited editions of footwear. The huge traffic resulted in the collapse of the micro-website that published the series of footwear. Rihanna has also designed a number of socks for Stance, a well-known sock brand.