Web searches for the word ‘Fenty’ grow 916% in September

Launched exclusively through Sephora on 8 September, the online impact of Rihanna’s debut make-up line has been tracked


Online searches for the word ‘Fenty’ grew 916% in September, data from consumer behaviour company Hitwise has revealed.

The launch of Rihanna’s highly-anticipated cosmetics line through sephora.com attracted a higher percentage of young consumers, aged between 19-44.

However, the popularity of the colour cosmetics line, which boasts 40 different foundation shades, saw fewer older consumers engage with the website during and soon after the launch.

Those aged 45-65+ visited sephora.com less than . . .

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