While it’s widely known that Super Bowl performers don’t get paid, award-winning R&B musician Rihanna made the most out of her shining moment by promoting her brand.
In her electric 13-minute half-time show, the artist performed some of her greatest hits and revealed her pregnancy to 60,000 attendees and 7 million streamers. But aside from that, she also sneaked in a subtle and strategically-planned product placement.
As her hit ‘All of the Lights’ started playing, the popstar was handed a makeup compact and used it to touch-up on her face right before singing. The short and tactical advertisement was a nod to her own cosmetics line Fenty Beauty – her main focus the past years, and what ultimately helped her become the richest female musician in 2021.
With the three-second gesture, Fenty Beauty was able to garner a total of $5.6 million in Media Impact Value (MIV) in the first 12 hours.
If that wasn’t enough, the artist-entrepreneur doubled-down on the promotions and wore Fenty Beauty products. “That red stage called for the ultimate Rihanna red lip,” Fenty Beauty global makeup artist Priscilla Ono said in a statement. “We wanted her beauty look to celebrate this moment and be a true reflection of her timeless beauty.”
The artist’s backup dancers also wore clothes from the Savage X Fenty Line, with the company sending texts to subscribers after the event encouraging them to purchase “looks inspired by the performance.”
Fenty Beauty was launched by Rihanna in 2017. Since then, its sales have surpassed other popular celebrity cosmetics brands like Kylie Cosmetics and KKW Beauty, with a total worth of $2.8 billion as of 2022.