SOCIAL CURRENCY
We go out of my way to listen to Rihanna’s music and don’t profess to be an expert on her in any way, but this may make this blog post more relevant because of that. We are not seeking her out but instead the fact that we know about her and her brand, seeping into the media experience speak to her viral success, which forces people to turn their heads and give her your attention whether you wish to or not.
Similar to the pervasive Kardashians, Rihanna fills the media airwaves with her smallest moves. Unlike the Kardashians, who are fascinating for most in the same way that a car crash demands to be witnessed, Rhianna has the Social Currency outlined in STEPPS that the Kardashians lack. By winning awards for her music and collaborating with artists she is more than a socialite who obtains attention by the osmosis of those with real talent.
Why compare the two as they are both more contagious than camouflaged? Perhaps it is because they are both competitors in the beauty market. Rihanna is able to pull off the online attention seeming effortless while the Kardashians need to get pregnant in order to keep up with the Social Currency every time they wish to boost their brand.
Though we can’t remember ever seeing an actual ad for Fenty Beauty we were well aware of its release because of the revolutionary idea they had to release foundation shades in all of the human skin tones and not just the lighter skin tones that most beauty brands adhere to. The online feedback was loud and strong with side to side comparisons showing the shades that Fenty Beauty had come out with leaving the rest of the beauty industry to scramble to catch up.
TRIGGERS
With the Rihanna memes flying around Twitter and Instagram, it continues to tell her story even without her having to show up to do it. Fans can relate to her moody looks and insert her personality into their own story. The memes follow her online personally and track her general disposition so that they only reinforce her brand and personality.
EMOTION
Beauty and inclusion inspire a lot of emotion from those who are using the products and want to express themselves through fashion and makeup. With Rihanna’s product line creating a lot of conversation around beauty, both good and bad, she is well known for answering her critics with wit and humour to the delight of all her fans.
PUBLIC
As far as being in the public, Rhianna doesn’t need to keep pushing her makeup brand to continue to be a fashion icon. By attending events every socialite would give their left arm to be at, she not only is present and accounted for but blows the doors down with her bold fashion choices. These clothes are not only haute couture, but she is somehow able to transform the clothing with her stance and presence while even the professional models were not. This has spawned the ‘It’s ugly until Rhianna says it's not.’ articles and memes cementing her at the top of the beauty industry with an almost effortless air about it. For each major event she attends, such as the most recent ‘Met Gala’ she continues to push boundaries with her fashion choices sparking conversation and controversy. This top of mind relevancy helps her brand Fenty Beauty as they prepare for their next release and even though it’s been almost a year since they the new brand launched fans and users have enough content to hang on while they wait for the next release.
PRACTICAL VALUE
Once again the multiple memes that were going viral on Instagram pointed us to Rihanna’s makeup tutorial. With her lackadaisical humorous attitude coming through as she demonstrates her products from Fenty Beauty. With the humour completely shareable and the makeup tips with their practical value the video which was published on May 3 2018 has been viewed over 10 million times.
STORIES
The Stories contained in all of the online conversations around Rihanna are the stories of her music, her love life and career. Through the memes people share of her, and the music she plays, challenging convention beauty standards while showing up with an attitude that reaches across all the platforms. Unapologetic in her sexuality and background she gives others permission to be who they are and those who buy her brand can enjoy the validation it gives them while they look to create their own story.
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