Inside Rihanna’s Super Bowl Halftime Show Marketing Engine

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.

Rihanna is no stranger to good marketing.

In the late 2010s, she made the transition from recording artist to billionaire mogul with the growth of her Fenty-label brands. Her portfolio of businesses includes:

  • Fenty Beauty: a cosmetic brand that quickly gained popularity for its shade range and inclusivity.
  • Fenty Skin: the skin and body care counterpart to Fenty Beauty.
  • Savage X Fenty: a lingerie subscription brand that now includes lounge and activewear.

Rihanna’s business ventures and music career were largely siloed — until now.

Back in September, it was announced Rihanna would be headlining the Super Bowl LVII halftime show, signaling her return to music after a six-year hiatus. As kickoff approaches, we’re seeing Rihanna use her family of brands to promote the upcoming performance.

The Fenty Marketing Engine

This week on the Fenty Beauty social media accounts, the brand shared an ASMR football-themed video to promote the upcoming halftime show. This came a few weeks after the brand offered a collection of football-themed products in its Showstopp’r line.


That #FENTYGAMEFACE never fumbles! 💯🏈 Start the play with a layer of #HYDRAVIZOR to tackle any SPF worries 🌞 Then, touchdown on #PROFILTRFOUNDATION for that fresh AF, soft matte flex 💪🏿💪🏾💪🏽 #GAMEDAY is just 6 days away, so re-up on the essentials now to prep for the big day at the 🔗 in bio, @sephora, @sephoracanada, and #sephoraxkohls 🏆

♬ original sound - Fenty Beauty

In January, Savage X Fenty launched a Game Day collection of halftime show-inspired pieces and hosted pop-ups to sell the merch in Los Angeles and Phoenix.

Over the past few years, Rihanna’s brands have caused major shifts in their respective industries.

The wide range of shades offered by Fenty Beauty made other makeup brands increase their shade ranges to remain competitive, and ushered in a new generation of celebrity beauty product lines.

The annual Savage X Fenty fashion show is known for featuring models of all body types and backgrounds, which is a far cry from Victoria’s Secret fashion shows of the 90s and 2000s and may have inspired the latter company’s rebrand to focus on inclusion.

The Fenty marketing engine is effective. With an entire Fenty ecosystem of businesses ready to offer marketing support, the next phase of Rihanna’s music career could signal a shift in how recording artists promote their music.

Marketing Snippets

The latest marketing news and strategy insights.

Google and Microsoft announced plans to add AI functionality to their search engines.

Twitter announces plans to offer advertising revenue sharing to Twitter Blue subscribers.

Social platforms to watch: what the data tells us about which platforms to invest in.

YouTube’s ad revenue sees an 8% year-over-year drop.

Video marketing: the latest data to help you get the most out of your video marketing efforts in 2023.

Content creation tools: a list of must-have tools for creating content in 2023.

Leave a Comment