Page 59 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

Maggy’s gives Fenty Beauty launch the Red Carpet treatment in Aruba

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

59 March 2025 Summit of the Americas