The
Campaign
Prizeology were approached by Boots and Fenty, the cosmetics brand owned by the singer Rihanna, to produce and run a competition to find the face of Fenty. Entrants were asked to upload a photograph of themselves showing their ‘Fenty face’. They also had to explain what Fenty Beauty meant to them and why they should be one of the faces of Fenty in the UK.
PRIZEOLOGY'S
ROLE
Prizeology firstly helped shaped the criteria for entry, and wrote the terms and conditions for the competition. We also built the website for entry.
There were thousands and thousands of entries, but a rigorous, shortlisting process, carefully designed, managed and moderated by Prizeology, produced a shortlist of 50. This group submitted a short video of themselves, which gave the Fenty judging panel and Prizeology’s independent judge a good sense of what the entrants were like and how they would embody the Fenty brand.
Prizeology arranged to video-call the final seven to answer a few more questions, but the true purpose was to tell them they were one of the new faces of Fenty. They were all incredibly excited to win and their reactions were amazing.
At a photo shoot in London the winners were given a hairdresser, make-up artist and stylist, with the whole occasion presided over by Priscilla Ono, Fenty Beauty’s Global Makeup Artist and responsible for Rihanna’s most iconic looks, from her Met Gala appearances to her Super Bowl performance.
THE
OUTCOME
The results of the shoot appeared on digi screens and in the windows of Boots stores around the country, as well as online. It was an extremely strong, high-profile and successful campaign.
Fenty prides itself on inclusivity and authenticity, and identifying the winners from such a large pool of entrants was a complex process. However, because Prizeology created the right structure and put the right criteria in place, that process produced the right winners. Individually, each had a great personality and was a fantastic face of Fenty, but collectively they really gelled and complemented each other perfectly.
