Fenty Beauty: The Classics Collection
Project Overview
The Classics Collection is a mock marketing campaign I created for Fenty Beauty to celebrate the brand’s 10-year anniversary in 2027. The campaign transforms Fenty Beauty’s most iconic products into museum-worthy “classics,” using the concept “Beauty Deserves a Museum.” The centerpiece of the campaign is the Fenty Classics Museum, an immersive experience that celebrates products that have helped shape the brand since its launch in 2017.
The campaign was designed to combine experiential marketing with digital and social media storytelling. Instead of simply promoting anniversary products, the concept focuses on nostalgia, Fenty Beauty’s impact on the beauty industry, and the relationship consumers have built with products they continue to repurchase.
My Role
I developed the campaign independently from concept through final presentation. My work included campaign strategy, target audience development, creative direction, branding and visual concepts, social media strategy, content planning, campaign objectives, experiential marketing concepts, and performance measurement.
I also created the campaign's digital presentation and mockups, developed the Fenty Classics Museum experience, selected the featured products, planned how the campaign would appear across platforms such as Instagram, TikTok, and YouTube, and established measurable campaign goals.
Campaign Strategy
The campaign targets beauty consumers who value high-performing products, inclusive beauty, luxury aesthetics, and products that have earned a lasting place in their routines. The strategy uses Fenty Beauty's existing brand recognition and loyal community while giving audiences a reason to rediscover products they already know.
Over a 10-week campaign period, the objectives are to increase engagement with featured products by 25%, increase traffic to the Classics Collection campaign page by 15%, increase online sales of featured products by 10%, and generate at least 50,000 uses of #FentyClassics.
Social content would move audiences from discovery to participation through Instagram museum-style carousels and Stories, TikTok and Reel walkthroughs, creator content, YouTube anniversary storytelling, and user-generated content using #FentyClassics and #MyFentyEra.
Final Evidence
The final campaign includes a complete digital campaign presentation, social media concepts, promotional visuals, campaign messaging, product-focused creative, and the Fenty Classics Museum activation.
The museum experience is divided into several themed spaces, including The Shade Revolution, The Fenty Vault, The Gloss Bomb Room, and The Classics Shop. Each space highlights a different part of Fenty Beauty's history while creating interactive and shareable experiences for visitors.
Featured classics include products such as Gloss Bomb, Pro Filt'r Foundation, Match Stix, Killawatt, and Invisimatte.
Process Evidence
The campaign developed from research into Fenty Beauty's brand identity, audience, product history, and digital presence. I first established the anniversary concept and campaign positioning before developing the target audience, campaign objectives, and overall creative direction.
From there, I explored how the museum concept could translate across physical experiences and digital platforms. I developed the museum spaces, content strategy, social media executions, creator opportunities, hashtags, campaign rollout, and measurement plan. The final creative direction combines the visual language of a luxury museum exhibition with Fenty Beauty's recognizable, modern brand identity.
Project Significance
This project demonstrates how I approach marketing as more than individual social media posts. It shows my ability to build a larger campaign idea and carry that concept across creative direction, social strategy, experiential marketing, content development, audience engagement, and performance measurement.
It is especially representative of the type of work I want to pursue professionally because it combines beauty marketing, branding, social media management, digital strategy, and creative campaign development. It also demonstrates my ability to take an established brand and develop a new concept that still feels consistent with its existing identity.
