During Rihanna’s performance at the Super Bowl halftime show, she promoted her makeup brand, Fenty Beauty. Due to this, product sales increased by millions of dollars. Rihanna returned to the stage after five years for the Super Bowl halftime show and fans across the country were excited to see what she had in store. The performance received mixed reviews, as many were expecting a special guest star performer. Instead, she orchestrated a very strategic product placement.
Midway through Rihanna’s performance, she grabbed a makeup product from a backup dancer and retouched her makeup. The PR move was a nod to Fenty Beauty, Rihanna’s makeup and skincare line. Fenty has been her main professional focus since she stopped performing which has led to her becoming a self-made billionaire in 2022, according to Forbes.
University of Maryland student Koree Perry thought that Rihanna’s product placement was a strategic PR move, considering that artists are not paid for their halftime show performances.
“I thought it was a clever way for Rihanna to promote her beauty line,” says Perry. “It was a smart business move.”
Another University of Maryland student, Princess Tatsi, commented on Rihanna and Fenty Beauty sales.
“I think as a Black woman looking at another Black woman, she’s a true inspiration,” says Tatsi. “Her sales skyrocketed because of her performance even when she already made an extremely successful business, and it shows young Black entrepreneurs and the Black community in general how possible it is.”
Priscilla Ono, Rihanna’s makeup artist, made a statement after the performance outlining each of the products that Rihanna wore. From her Invisimatte Instant Setting + Blotting Powder to her Icon Velvet Liquid Lipstick, Fenty's sales in recent years have demonstrated that it is already an extremely popular makeup brand. However, after her Superbowl shout-out, its popularity has only increased.
Fox Sports announced that Rihanna’s performance was the most-watched halftime show since Katy Perry in 2015 and the second-most watched with 118.7 million viewers. Rihanna stayed true to her brand the entire time, wearing a full face of Fenty throughout the performance and adding the obvious shoutout.
According to Launchmetrics, Fenty Beauty sales increased by $5.6 million in Media Impact Value in the first 12 hours after the show. Her lingerie brand, Savage x Fenty, also made $2.6 million in MIV.
University of Maryland student Daniel Lascola is interested in trying out a few Fenty products after watching the Superbowl.
“I don’t typically wear makeup that much, but Fenty has been such a big name since the Superbowl performance,” said Lascola. “I know that a few of my friends really like Rihanna’s products, so I might just have to buy a few.”