Page 50 - IAADFS World Summit 2025 Special Issue_Neat
P. 50
INSIDER
Hundreds of Barbadians visited Avolta’s Bridgetown Duty Free store on Broad Street to purchase the Fenty Beauty products on
launch day, Oct. 24. Brand owner Rihanna is a national and cultural hero in Barbados and throughout the Caribbean.
From hurricanes to logistics: How Essence Corp met the challenge of
launching superstar Rihanna’s Fenty Beauty across nine Caribbean
islands
At the end of October, leading Miami- including weather, coordination, and Americas Travel Retail (including Airports,
based beauty distributor Essence Corp logistics, were legion and included the Cruise ships and Caribbean) had never
executed an unprecedented simultaneous difficulty in translating the global message executed such a large-scale, multi-island
launch for Fenty Beauty, Fenty Skin, and to each island and the need to honor local activation at this magnitude.
Fenty Eau de Parfum by Rihanna -- one of economies and vendors, not to mention “On a personal note, I was blessed to
the most anticipated, highly-coveted brands the management of the large assortment of have my wife (Daisy) and my kids (Juliette
in the market -- across nine islands in the products and the learning experience for and Pierre) attend the unforgettable event
Caribbean. Although the brand had been retailers in handling a full make-up brand. in Barbados,” said Bona.
sold in the U.S. and select international Travel Markets Insider speaks with
markets for several years, it had not Guillaume Bona, Vice President of Sales at Expertise, planning and collaboration
previously been available in the Caribbean, Essence Corp and his team about how they The actual planning and execution of
where local superstar Rihanna is a national met the challenges and ended up creating the Fenty Beauty launch took more than
hero and cultural ambassador for her home one of the most extravagant, memorable a year, and entailed intensive attention to
country of Barbados and throughout the and important launches the Caribbean has details on so many levels, said Bona.
region. ever experienced. The first step was to bring in an area
The demand for the brand – which has “This launch was massive. It was manager who had strong expertise in the
been especially designed for inclusivity to exceptional. There was a lot of pressure, beauty business, particularly in make-
appeal to as wide a range of skin tones as obviously, but for us it was an excitement up. While Essence Corp has a dominant
possible – was intense and Essence Corp, and an honor to host such an historical market share in P&C in the Caribbean, the
in partnership with LVMH’s Kendo Brands, launch across the Caribbean, especially in majority of its business is in fragrance,
Inc, which partnered with Rihanna in Barbados, with Rihanna, with her family, followed by skincare.
creating the brand, determined to produce a with the Kendo team, and all the retailers in “We hired a passionate sales manager
spectacular and unforgettable debut across the Caribbean. It was really a very unique with extensive make-up experience and we
the region. experience,” noted Bona. carefully planned this launch step by step
The challenges faced during the “Essence Corp, known for its expertise with our Caribbean retailers,” said Bona.
multicultural, multi-island launch, in luxury beauty distribution across the “The success would not have been possible
Summit of the Americas March 2025 50
