Credit the brains at Fenty to break the mold when it comes to addressing a new line of thinking these days. The whole idea of inclusion, which originally affected ethnicity and sexual orientation has since expanded towards body acceptance and the company rushed in to meet that new demand with such lines as Savage Fenty evening wear and Fenty Beauty Beach Please. Thus, it is no surprise that the firm's latest venture into cosmetics, Fenty Beauty's newest Killawatt Highlighter, is predicted to do great business as well.
Rolling the dice in meeting the needs of consumers previously left out of the fashionista focus has resulted in Fenty being a force to be reckoned with in the beauty industry, with revenues predicted to eclipse combined sales of everyone in the Kardashian clan that has a vanity line of products available to the rest of the in-crowd. Now that Fenty's got a fatter bank account because of that revenue, they're willing to part with some of those coffers for the sake of charity.
Fenty Beauty is partnering with the Clara Lionel Foundation, a not-for-profit fundraising arm created in 2012. As part of the agreement, the company will be donating all the proceeds from sales of "Diamond Ball-Out", Killawatt's latest platinum highlighter, to the organization. The money will then help the foundation create international programs geared towards education, health, and advocacy.
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The "Diamond Ball-Out" shade, named after the charity gala that runs each fall in New York City, will be available August 1st exclusively at fentybeauty.com. As an added incentive, customers who order the shade will get an opportunity to be entered into a draw to appear at the event, which will take place in September. Other Killawatt shades out there include "Metal Moon", "Mean Money", and "Trophy Wife".
Granted, some of those product line names might make a few eyes roll back, but there's no denying the company's savviness when it comes to risk-taking. The Savage Fenty lingerie collection, for instance, released earlier this spring was praised for being significantly more inclusive than most other lingerie brands by going up to 44DDD in bra sizes and 3XL in bottoms. The timing's been perfect, just at a time when plus-sized consumers aren't willing to hide in the shadows anymore. And the charity connection doesn't hurt to push the benevolence aspect of their marketing.
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