In 2022, the makeup brand had an estimated value of $2.8 billion.
Fenty Beauty, which generated $550 million in 2020.
This Sunday, February 12, a new Super Bowl date was given, surprising all the fans in the world, with everything that the sports show offers. One of the most anticipated events of the night was the Halftime Show, where Rihanna surprised everyone with her show and even included a small promotion for her makeup brand Fenty Beauty.
Rihanna, one of the richest women in the industry, has been able to capitalize on her career by becoming a beauty entrepreneur, and owning Fenty Beauty, which generated $550 million in 2020 and in which she owns 50 percent, Fenty Skin and Savage X Fenty.
Recall that the brand was launched by the 34-year-old six years ago with luxury goods giant LVMH, and in recent years has become one of the most inclusive and successful cosmetics firms in the industry, with an estimated value of 2.8 billion dollars.
Fenty Beauty and the Super Bowl
As a very powerful showcase for brands, the Super Bowl is the favorite place for them to promote themselves, either through commercials, or even the strategies that companies can do outside the event.
This Sunday, Rihanna did not miss the opportunity to promote her makeup brand in front of approximately 190 million viewers.
During her presentation, the Barbados-born singer was shown putting on her product, leaving the action marked in the stories of all the Super Bowl halftime shows.
The action was captured by the millions of viewers watching the event and even the NFL Twitter account posted it in a post, calling the #FentyBowl moment.
#FentyBowl @rihanna #AppleMusicHalftime pic.twitter.com/FGhZoT1loy
—NFL (@NFL) February 13, 2023
Recall that in September 2026, the NFL announced that Apple Music is its new partner for the Super Bowl LVII halftime show. Rihanna’s charge at State Farm Stadium, home of the Arizona Cardinals, for which the technology brand paid $250 million.
Without a doubt, it is normal for this type of promotion to take place in this space, since the halftime show of the American football event has a great influence on people, For example, when Lady Gaga took the same stage in 2017, sales of her albums and songs increased 1,000 percent, according to Billboard, and Jennifer Lopez gained 2.3 million new followers on social media after she and Shakira headlined in 2020.
Last year, he counted Hi-Hop legends like Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, Eminem and 50 Cent, each of whom saw a boost in their personal catalogues, especially the latter who even promoted his clothing brand at the event.
And this is how this show attracts everyone’s eyes, which is why companies do not waste time to show themselves to the world. And just as it happens in the Super Bowl, also the big events, such as the World Cups and the Olympic Games, tend to stir the emotions of the fans, and the companies that exclusively sponsor or support these big events They have very valuable advertising space and use ambush marketing as their best tool.
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