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ITNTW: Fenty PR Event Fail

When Rihanna released Fenty Beauty, the brand was praised for their extensive shade range and quality products, an aspect that had been absent from the beauty industry for too long. This became a leading brand that paved the way for others to follow. Rihanna is often noted as the catalyst for inclusivity in makeup ranges.

So when Fenty held a Super Bowl After Party event in Sydney last week, the expectations were high. The invite list saw numerous names ranging from influencers to reality TV. However, the invite list supposedly lacked something much more important – diversity.

A video posted by model Jaida White to TikTok indicated that only 6 POC were at the event. Viewers in the comments pointed out the diverse range of Australian influencers out there, and how it was a simple task to have attendees at the event that represented values of the brand.

Publicity and guest management for the event was handled by an Australian PR agency, so what went wrong?

To begin with, we know PR is based around gaining publicity for a brand. You want the event and the brand to be the talk of the town. Therefore, you want to invite names that will get that attention. But you cannot forfeit inviting individuals who represent the values of the brand.

Authenticity and representation are favoured and vital in modern society, it cannot be placed on the back burner. By having this, brands build a relationship with a wider variety of their audience and they create a sense of trust and understanding for their needs.

For Fenty being a brand that thrives off diversity and representation in an industry that lacks such features, it seems as though the appointed agency misread the brief.

If your brand is after event management, our agency has years of experience in running successful events. Please contact for more info.

By Clare Fitzgerald – PR & Influencer Assistant @ InsideOutPR & #AsSeenOn

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