FENTY: A Brand

A brisk stroll in the Land of Facebook one evening brought me to a pic of chart-topping music artist, Lil Nas X, who I recognized after the second glance. I had to take a screenshot (which is what you see above). At the first glance, my brain dismissed the idea that it might be him because this was an advertisement for FENTY SKIN, a skincare line and partner brand of FENTY BEAUTY, a cosmetic line created three years ago by fellow chart-topper, Rihanna. Of course, I knew that this brand championed diversity. There was much press about Rihanna’s intentions with the line. But in my experience, diversity isn't always diverse. (Read that again.) For me, the incorporation of Lil Nas X—a queer, dark-skinned, wide-nosed, full-lipped black rapper donning gold fronts and a nude lip—is absolutely genius work.

Just like words come together to tell a story, imagery's job is to speak to that story. In that photo alone, there are multiple communities being represented in a way that is non-exploitative, tasteful and eye-arresting. No one is reduced to a caricature-like prop. It’s redefining and it challenges us to see beyond what is in front of us. It’s bold, classy, and yet, very relatable. And while I wasn't in the market for any skincare or makeup products, the imagery moved me to visit the FENTY website and check it out! That’s what good branding and good marketing is supposed to do. This is good work,

The point: Imagery speaks. Words speak. When it comes to your brand, make sure they are telling the same story WELL.

Check out this article from Glossy on Fenty Skin and its focus on beauty and diversity!