Summer is over, and fall is finally here. This season, Fenty Skin is making self-care feel even sweeter with the launch of its Salted Caramel Collection. Released in August, the limited-edition drop takes one of Rihanna’s most beloved products, the Butta Drop Whipped Oil Body Cream, and gives it a seasonal twist. Infused with the indulgent scent of salted caramel, the collection is designed to capture the warmth of autumn while showing how brands can use seasonality to drive both relevance and engagement.
Founded by Rihanna in 2017, Fenty Beauty and Fenty Skin disrupted the beauty industry by centering inclusivity, representation and cultural relevance. The brand’s commitment to offering products for all skin tones redefined what it meant to be customer-first, forcing the industry to reconsider long-standing practices. That same innovative spirit continues to show up in its seasonal launches, where creativity, culture and strategy meet.
The Takeaways
One of Fenty’s biggest strengths is its ability to leverage sensory storytelling. Rather than positioning the Salted Caramel Collection as simply another moisturizer, the brand infused it with a fragrance that evokes warmth, indulgence and nostalgia, which are emotions closely tied to the fall season. This approach highlights how small changes can transform a product into an experience.
Fenty also created urgency through limited-edition positioning. Seasonal products naturally carry a sense of timeliness, but the brand amplified that by framing the collection as a fleeting opportunity. This encourages immediate action while strengthening brand loyalty, as customers feel they are part of an exclusive moment. The campaign shows how scarcity and seasonality, when combined, can be powerful tools for engagement.
What Marketers Can Apply
- Sensory storytelling: Use multiple senses such as scent, texture and visuals to create emotional connections with your audience.
- Seasonal relevance: Align product launches or campaigns with seasonal moods, cultural moments or rituals to increase resonance.
- Scarcity and exclusivity: Limited editions or timely releases can drive engagement and foster loyalty by creating urgency.
- Balance inclusivity with aspirational branding: Make products feel both accessible and aspirational to appeal to diverse audiences.
- Iterative innovation: Refresh existing products with thoughtful seasonal or cultural twists to generate excitement without reinventing the wheel.
The Salted Caramel Collection demonstrates that thoughtful creative choices paired with cultural insight make for a successful campaign and create experiences that leave lasting impressions.
At The L3 Agency, we recognize these strategies as powerful examples of how Black-owned brands are shifting culture and creating long-term impact. Just as Fenty uses inclusive storytelling and seasonal innovation to connect with audiences, we help businesses craft campaigns that align creative direction with cultural resonance. To see how we help brands achieve this kind of impact, visit our website, tune into the Black Businesses Matter podcast and explore the latest edition of the BBM mag.