WE helped Fenty Beauty bring "Beauty for All" to Gen Z in China.
Fenty Beauty’s all-embracing “Beauty for All” mantra revolutionized the cosmetics industry in North America and other parts of the world, but its clarion call for inclusivity needed to be tweaked to resonate better with the young Chinese audience — a notoriously complex and fickle-minded demographic. Fenty Beauty wanted a campaign that would connect with this challenging audience and shape its image as a beauty brand for the next generation.
Fenty Beauty partnered with WE Red Bridge to align its brand mission of inclusivity and diversity with Gen Z’s need to express themselves. Through a sponsorship of Voguing Shanghai, one of the first Chinese vogue dance studios and a leading space for China’s LGBTQ+ community to celebrate their identities, WE Red Bridge built Fenty Beauty’s story around beauty as a form of self-expression.
The campaign took an integrated approach. WE Red Bridge constructed an offline branded booth filled with Fenty Beauty products in Voguing Shanghai’s ballroom to acquire new fans and connect with members of the community. The agency also released a series of visuals featuring popular vogue queens and the founder of Voguing Shanghai in glamorous poses with Fenty Beauty products on multiple digital platforms.
With “Beauty for All” as the campaign’s overarching message and north star, Fenty Beauty’s diverse audiences were able to find themselves in the brand and feel included.