Fenty Beauty Goes Back to Where it All Began to Shade Match the Nation

23 November, 2023
A busy shopping centre with advertising screen
Fenty Beauty adopted a multi-channel approach to media and activations at Chadstone - The Fashion CapitalCredit: Vicinity Centres

Fenty Beauty by Rihanna is the world’s largest celebrity cosmetics brand. In its six years of operation, Fenty Beauty has sold all over the world but its very first sale took place at Chadstone – The Fashion Capital. 

Finding success offering shade to suit a wide array of skin tones, Fenty’s latest campaign was to ‘Shade Match the Nation’ and that brought them back to where it all began, Chadstone – The Fashion Capital. 

Fenty engaged Vicinity’s Media and Brand Activations team to explore a multi-channel approach to shade match as many people as possible with its best-selling foundations and increased sales at Sephora Chadstone. 

Chadstone is one of the largest malls in the Southern Hemisphere, so we wanted to take advantage of the high foot traffic.
Keji A.Marketing Manager, Fenty Brands
People walking through doors to a shopping centre
Fenty Beauty took advantage of Chadstone's digital doors.Credit: Vicinity Centres

Using data analytics and the Vicinity team’s expertise, Fenty activated their brand using Chadstone’s huge feature digital supersite screen, digital centre entrance doors, and a brand activation site in prime position under Chadstone’s grid shell roof. 

Over the course of the two-week activation, Fenty provided approximately 1,500 customer shade matches from its brand activation site and boosted its local brand presence in the process. 

We have enjoyed success by offering brands a multi-channel approach, using our media screens and doors to raise awareness and brand activations to aid conversion.
Mike MackleyVicinity Centres Head of Media and Partnerships

The result of its multi-channel approach also provided significant sales benefit, launching Sephora Chadstone from its third to its first best-selling store in Australia and became Sephora Chadstone’s top-selling brand for the period. 

Attracting almost 1 million customer visits over the course of the two week activation, Chadstone – The Fashion Capital represented the perfect place to launch Fenty’s new campaign and reconnect with Australian shoppers. 

To learn about how our team can support your business, explore our Retail Solutions.

Share this article
About Vicinity Centres
We are one of Australia's leading retail property groups, who are reimagining the way Australians live, work and play. We own and manage some of the most recognisable and loved retail destinations across Australia and are evolving to transform our portfolio into destinations that offer a broad selection of retail, residential, and office spaces.
For further information contact:
Corporate Communicationsmedia.relations@vicinity.com.au

Keep in touch with us.

Sign up to receive our latest news and announcements in your inbox.

By submitting this form, you consent to receiving news and updates from Vicinity Centres PM Pty Ltd via email; and you acknowledge that you have read and accept Vicinity’s News Subscriber Privacy Notice and Terms and Conditions.