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Lessons from Fenty Hair + Jacquemus’ Latest Campaign
It’s all about the simulation.
This week, the Internet has been overrun with two major viral moments in the consumer space this week: fashion brand Jacquemus' newest campaign for their summer show, and Rihanna's surprise announcement of her latest venture: Fenty Hair.
Both Rihanna and Jacquemus have consistently had viral moments over the last few years, so it's no surprise this is another marketing coup for them to add to their list. However, this time, I observed a handful of comments critiquing both campaigns.
Here's what they said, and here's what I think they're missing when it comes to measuring marketing purpose, objective and effectiveness.
First, the fashion purists asked: is Jacquemus' marketing better than its clothing?
This touched on the recurring rhetoric in the fashion community that Jacquemus' design does not perhaps live up to the hype that surrounds the brand.
Similarly, hair connoisseurs also noted the following:
Translation for those unfamiliar with the technology of hair: Rihanna is promoting her haircare line while wearing a full wig, not a natural strand in sight.
When it comes to believability, it's a... unique approach, let's just say.
But my bigger question is this: does it matter?
TLDR: when it comes to marketing, it doesn't matter that much.
While having a good product is important, it's far from the only thing that matters. Rihanna, also known as 'badgalriri' has one of the strongest personal brands we've seen in years — celebrated for her cool, IDGAF energy and inimitable glamour.
Plus, Fenty Hair also benefits from the halo effect of Rihanna's existing businesses Fenty Skin + Fenty Beauty's reputation for a) high-quality products that really work and b) inclusive cultural/product innovation that has changed the face of the beauty industry.
As this Twitter user says "Rihanna could sell me a paper plate because of her personality".
When it comes to lifestyle business, feelings and a 'vibe' matter just as much — if not more than product specs.
Why do you think iPhones dominate in the West, despite Android phones having the same or better features, years in advance?
Cultivating a 'vibe' around your business is basically what it means to build a 'brand': the intangible energy that people have towards what you're offering.
Similarly, Jacquemus has a long history of pulling fun, irreverent stunts with some of the most sought-after names in the world like Gigi Hadid and Kendall Jenner.
When people buy Jacquemus, just like with Fenty's other brands in the lifestyle category, they're not only buying the product, they're also buying into what the product represents and how it aligns with the individual's aspirations or fears. Jacquemus' marketing implicitly says, "we are the destination for the IT girl who looks like she's living her best life, effortlessly". And when a customer walks around with a Jacquemus product, they're likely channelling an element of that too.
