In summer 2019, Fenty Beauty selected PLUG as their retainer agency to launch the brand in Hong Kong and create widespread buzz across all touch points, including traditional media, digital & top-tier Hong Kong KOLs. 

While other markets launched by leveraging Rihanna’s presence at a star-studded party, in Hong Kong we employed intimate one-to-one sessions with top-tier media and Priscilla Ono, Fenty Beauty’s Global Makeup Artist and Rihanna’s persona MUA. Conducted at The Upper House, this format ensured media had VIP treatment and got a first in-depth look at Fenty Beauty before anyone else in Hong Kong. Media feedback to this refreshing and individualised format was highly positive, as Priscilla engaged them with stories of Rihanna’s personal connection with the brand as well as detailed insight into Rihanna’s own beauty routine.

Aligning with a social-first outreach approach, we also organised a VIP KOL mailer that included Rihanna’s recommended products to create the ‘Fenty Face’. In the mailer, we invited VIP KOLs to share their looks with the call-to-action that Rihanna’s favourite looks would be showcased on the Fenty Beauty global Instagram account.

Over the launch period, we secured over 350+ pieces of coverage including optimal print features and interviews. Following the initial launch, PLUG created a sustained ‘always on’ strategy, regularly introducing new products to media and furthering brand awareness across Hong Kong.

Following the launch in 2019, we were tasked with securing top-tier Hong Kong influencers to attend a VIP Fenty Beauty Masterclass hosted by Rihanna in Seoul, South Korea.

To maximise the limited, highly-coveted spots, we positioned and pitched the opportunity as “24 hours in Seoul with Rihanna” to a careful selection of immensely popular influencers.

After securing the right mix of KOLs, socialites & celebrities, we accompanied them to Seoul and set them up in a 5-star hotel for a VIP experience from start to finish. To create a ‘wow’ moment and make the trip extra special for our Hong Kong influencers, we managed to secure an exclusive private meet & greet and photo opp with Rihanna.

Following her VIP Fenty Beauty Masterclass, Rihanna posted images with the Hong Kong contingent on her personal Instagram account @badgalriri, the perfect highlight to a truly ‘once in a lifetime’ experience.