Fenty Beauty brought beauty, culture and convenience together through its Minis & More campaign, a bold collaboration with ARC and MINI South Africa designed to connect with a new generation of beauty consumers.
At the heart of the campaign was the Fenty Beauty Minis collection, positioned as the perfect companion for life on the go. Through a strategic partnership with MINI South Africa, the campaign benefited from four months of high-impact brand exposure, reinforcing the connection between mobility, self-expression and effortless beauty.
To amplify the campaign, Fenty’s local Influencer Squad created a wave of culturally relevant content that drove conversation, engagement and product obsession across social media. Content creators showcased the minis range in authentic everyday moments while highlighting the in-store experience at ARC, helping to bridge awareness and conversion.
The results were powerful. The campaign achieved the number one share of voice ranking, increasing by more than 200% versus the previous year, while influencer content generated over 600,000 impressions. The Fenty Beauty Mini Gloss Bomb Trio Set also secured its position as the number two best-selling SKU at ARC throughout the campaign period.
By combining strategic partnerships, social influence and retail activation, Minis & More successfully strengthened Fenty Beauty’s relevance among Gen Z consumers while driving both brand visibility and commercial success.
