Online searches for the word ‘Fenty’ grew 916% in September, data from consumer behaviour company Hitwise has revealed.
The launch of Rihanna’s highly-anticipated cosmetics line through sephora.com attracted a higher percentage of young consumers, aged between 19-44.
However, the popularity of the colour cosmetics line, which boasts 40 different foundation shades, saw fewer older consumers engage with the website during and soon after the launch.
Those aged 45-65+ visited sephora.com less than
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.