Aruba’s iconic beauty retailer Maggy’s began preparing its loyal customers for the Oct. 24th Fenty Beauty launch well in advance of the actual start. Social media promotions for Fenty Beauty began on October 1st, starting with an announcement from Rihanna on the Fenty Beauty Instagram page, which Maggy’s then reposted.
Preparations continued throughout the month, culminating in several live radio interviews one-two days prior to the official in-store launch, reports Rachel Hughes, Sr. Sales & Marketing Manager for Maggy’s.
To further build excitement, Maggy’s store windows prominently displayed Fenty Beauty stickers, making a bold statement of the brand’s arrival on the island.
In addition, 17 Key Opinion Leaders (KOLs) were gifted Fenty Beauty bags containing a selection of Fenty Beauty and Fenty Skin products. Many of these KOLs actively promoted the brand and the launch event to their followers across their social media platforms. They were also invited to attend an exclusive online masterclass led by Priscilla Ono, the Global Makeup Artist for Fenty Beauty.
During the official launch, clients were treated to mini flash makeovers, which further enhanced their experience with the brand. The event featured a DJ, a red carpet, a photo-op area, and a bar serving prosecco, along with luxury hors d’oeuvres. Maggy’s also hosted a raffle offering six Fenty Beauty goodie bags, available with a minimum purchase of US$75.
While the initial in-person training sessions scheduled prior to the launch were unfortunately canceled due to a hurricane, the training was able to take place online. Subsequently, a second, more comprehensive training session was conducted for the entire staff, covering the details of each product, its benefits, and providing additional sales techniques, says Hughes.
And how did customers react? “Customers were thrilled to see Fenty Beauty finally available in Aruba. We received enthusiastic feedback, with many expressing relief, saying, ‘Now we don’t have to go to the U.S. to get our products anymore.’ The store was filled to capacity, reflecting the high level of excitement and demand,” noted Hughes.
Fenty Beauty sales at Maggy’s have shown a steady and consistent increase since the launch, reflecting the growing demand for the brand. The staff have received frequent inquiries from customers regarding the potential expansion of the brand to Maggy’s other location, highlighting the strong interest and enthusiasm for its availability.
“The introduction of Fenty Beauty has attracted new clients to our store while also encouraging the return of a select group of customers who had previously stopped visiting. The Fenty Beauty gondola is consistently occupied by clients seeking either makeup services or shade matching. Additionally, the staff is highly enthusiastic about having the brand available, enhancing the overall customer experience,” Hughes tells TMI.
“Fenty Beauty has been the most significant cosmetic and skincare brand launch for us over the past decade,” she concluded.
The most popular products on launch night at Maggy’s were Gloss Bomb Universal and Heat, Diamond Bomb, Pro Filt’r Soft Matte foundation and the Killwatt Freestyle Highlighter. Since the launch, the most popular items now include the Gloss Bomb Universal, Gloss Bomb Heat, Fenty Icon Velvet, Soft Matte Luminous Foundation, Pro Filt’r Soft Matte Foundation, and the Hydrating Concealer.
