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Fenty scores the only Super Bowl touchdown worth mentioning

When you’re the world’s most talked about pop star-turned mogul with a halftime show to prep for, there’s no time for bad coverage. Team RiRi dominated all corners of the Super Bowl arena, and Fenty’s no frills TikTok got everyone talking.

The USA’s most-buzzed game swept the city of Phoenix this year, and while a lot of eyes were on the game itself, internationally there was just one name cutting through the noise: Rihanna. America’s youngest self-made female billionaire is never one to miss a beat or a bag, and once again she set marketers’ tails wagging with a TikTok that so effortlessly conceptualised one of her Fenty products, while giving a nod to one of the biggest nights of her career.

Posted a week before the Super Bowl, Fenty dropped a TikTok spotlighting two of their products: the Hydra Vizor Invisible Moisturizer and PRO FILT’R Foundation, with the pairing hailed as the key to the #FENTYGAMEFACE. Akin to 3D printing, the video shows a virtual assembly line of white footballs, which are in turn doused in a pump of moisturiser and foundation, with skin tone diversity underpinning the concept.

The creativity of the video isn’t the only success story; it has since racked up over 17 million views, with the Fenty brand in general achieving enormous results. Fenty Beauty garnered USD $5.6 million in earned media in the first 12 hours following the game, while searches for the brand skyrocketed by 833%.

Whether it’s the football, the food or the Fenty you’re still musing on post-Super Bowl ’23, one thing’s for sure: the public are screaming Rihanna Better Take My Money.

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