How Fenty Measured Shade Inclusion With One Number

Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners · Jul 18, 2026 · 8m · transcript

In this episode, Lucas and Luna unpack how Rihanna's Fenty Beauty turned shade inclusion from a buzzword into a measurable marketing metric. They break down the 'shade count ratio' — the number of foundation shades per dollar of revenue — and show why Fenty launched with 40 shades when the industry standard was 8-12. Lucas explains how this ratio became a competitive benchmark that forced Sephora, L'Oréal, and Estée Lauder to overhaul their own shade ranges. Luna brings in data on how Fenty's approach boosted customer lifetime value and reduced return rates. The hosts…