The Viral Formula
Fenty Fever Swept Southeast Asia
Our multi-market launches for Fenty Beauty and Fenty Skin created unstoppable buzz across SEA—where beauty, celebrity, and conversations collided in true Fenty style.
The Strategy
To electrify Fenty Beauty’s arrival in Singapore, Malaysia, and Thailand, Touch PR tapped into the magnetic force behind the brand: Rihanna. With her musical dominance still pulsing through the early 2020s—and her status as a generational icon untouched—her cultural reach became our launchpad. We spotlighted the brand’s hero formulas, led by the Pro Filt’r Soft Matte Longwear Foundation, as extensions of her artistry: bold, boundary-breaking, and made for every skin tone. Our mission was to create an ecosystem of chatter—sustaining hype, celebrating inclusivity, and making the Fenty Face the beauty signature across SEA. With momentum surging, we extended this strategy to Fenty Skin, rolling out its 3-step routine with the same buzz-fuelled storytelling anchored in Rihanna’s influence, confidence, and global pull.
The Approach
Our 360 strategy amplified Fenty’s voice everywhere that mattered—media, creators, culture, and community. Punchy press moments, and strategic creator partnerships built fast-moving advocacy. On-ground experiences—from intimate masterclasses and Sephora Launchpad events to regional showcases with Global Makeup Artists and Rihanna’s iconic Sephora Singapore appearance—supercharged visibility and social chatter. High-impact collaborations, including the headline-making Fenty Beauty x Singapore Flyer takeover, pushed shareability into overdrive, cementing Fenty a powerhouse in SEA.
