The Fenty Beauty Gloss Bomb Cream was released on December 10th in the United States in Sephora and on the Fenty Beauty website. Before the Gloss Bomb Cream’s release, Fenty Beauty released several tactics to increase awareness of the product and to get people interested in buying the product. Fenty Beauty created social media specific posts to advertise the new product and also produced a song to specifically use on Tik Tok and Instagram reels to generate user engagement. Since its release date, there has been various conversations on all social media platforms about the new lip gloss.

After analyzing the conversations about the Gloss Bomb Creams on Twitter, by looking at a variety of 50 different tweets, it was concluded that the response to the lip glosses was mostly positive. 69% of the sample group were positive responses that consisted of people explain how much the wanted the new lip gloss or how they were excited about the colors in the new product drop. The portion of the sample group who spoke negatively about the gloss, which was about 12%, often mentioned how it was the same formula as another gloss on the market or that the gloss itself was too expensive. The final 19% of the sample group consisted of miscellaneous stories relating to wanting the gloss but not seeing a point in getting it due to having to wear masks or consisted of people talking about the song that was made for the glosses.

The data presents that the promotional efforts of Fenty Beauty were successful in their efforts to raise awareness of the Gloss Bomb Creams and to get people excited for it. The majority of people appear to hold Fenty Beauty as a brand in high regards, regardless of whether or not they planned on purchasing the new lip gloss. The public perception along with the promotional efforts allowed for most consumers to want to purchase the new product. Also, due to the promotional song that was released to be used on social media platforms, it also allowed for more conversations to be started surrounding the product. Those that had a negative view of the product, appeared to already dislike Fenty Beauty as a brand or were simply unable to afford the product at its current price.

While the company has been successful in the efforts, they still have the ability to improve and maintain their public image and to expand even more in how they promote their product. Fenty Beauty should continue with what they were previously doing but they should also incorporate more product specific promotion. The Gloss Bomb Cream song generated a lot of conversation for a product that many consumers assumed would be just like their other products. The Gloss Bomb Cream song, along with celebrity and influencer endorsements, increased awareness and sales of the product.

In the future, Fenty Beauty should consider continuing to do influencer endorsements that have them directly interacting with the product in a short form video format, as this was a tactic that helped to pull in new buyers and helped to improve and maintain the public opinion of the brand. Fenty also should consider doing some type of promotional sale during the second or third week after a new product is released. Those with a negative opinion that is related to price will have a chance to at least try the new product before making a solid opinion on it and those they were unable to afford it before the sale will also be more likely to purchase the product.