Fenty Beauty shows up for their community by personalizing every touchpoint. Since the brand's launch in 2017, they’ve set the standard for inclusivity and innovation. This May, they created the Gloss Bomb Shop and partnered with Shop to rethink the traditional beauty shopping experience.
“We’re seeing that these Shop consumers [...] are super loyal. They love their reward points and exploring products on the platform,” said Sapna Shah Parikh, Chief Digital Officer SVP at Kendo Brands. “We really thought bringing the new Gloss Bomb shade exclusively to the app, along with the power of the millions of consumers on Shop, would create a win-win launch.”
Immersive Gloss Bomb world IRL and in app
Fenty Beauty launched the Gloss Bomb Shop powered by Shopify, an RSVP-only pop-up in New York, to celebrate their iconic Gloss Bomb products. Guests marveled at giant Gloss Bombs, enjoyed gifts with their purchases, explored content-worthy immersive rooms, and shopped the new, limited-edition Gloss Bomb shade Grape Splash.
Immediately following the pop-up, Fenty Beauty launched Grape Splash exclusively on Shop for 72 hours. Now fans who couldn't be there IRL could experience the magic of the Gloss Bomb Shop through the digital quiz. Embodying the same larger-than-life personality as the event, the quiz asked shoppers to share their summer plans to find out what shade they should shop. Just a few questions about their style and summer plans revealed to customers the gloss that would perfectly complement their vibe.
“Being able to have the Gloss Bomb quiz on the Shop app was such a major milestone for us. Makeup is there for you to have fun with. I think this quiz is an embodiment of that, it's why consumers are loving it so much,” shared Nanette Wong, VP of Global Brand Marketing at Fenty Beauty.
Reimagining what's possible in shopping
Partnering with Shop meant Fenty Beauty could extend the IRL experience for anyone at the event and reach shoppers who couldn't attend. This innovative approach to reimagining how people engage with brands and their products is central to Shop’s mission to deliver personalized shopping experiences. From a home feed that's contextual to each shopper, to brand and product recommendations based on how they shop, and AI that's integrated at the right step of the journey, Shop continually evolves with the cutting-edge of shopping.
“What was really great about the Gloss Bomb quiz on Shop is that it delivered this really highly personalized, curated experience for the consumer. Every consumer who went in could answer questions, and they’d get their own unique personality. This makes it even more fun to shop and feel even more connected to products,” stated Wong.
Get lost in the gloss
This FOMO-inducing, IRL to digital launch for one of Fenty Beauty’s most popular products resulted in the brand’s highest single-day sales on Shop to date.
“We saw incredible results. The reasons why are pretty clear. You know, the experience is seamless. It's easy to buy, it's easy to discover, and it's easier, it's easy to interact,” stated Parikh.
Supporting the beauty category through a unique and exclusive Shop experience compelled shoppers to find their perfect shade and share their results with friends. As Health & Beauty is one of Shop’s most popular categories, this focus on innovative shopping experiences wasn't only a fresh way to shop; it was a way for Fenty Beauty to connect more deeply with their community and create something that was, according to Wong, “fun, gamified, and unique [...] for every Fenty fam who shopped.”
