Fenty Beauty is diving into marketing with agentic AI platforms, because the brand is seeing consumers migrate there, according to Sapna Shah Parikh, Chief Digital Officer and Senior Vice President of Global Marketing at Kendo Brands Inc., the owner of Fenty Beauty Brands.

“Being in this industry for so many years, you know when you're seeing a seismic shift on how consumers are engaging within ecommerce as well as online. The agentic channels are showing that,” Parikh said. “The numbers show that we're seeing that shift.”

As a result, Fenty Brands is developing a strategy on how its brand can show up in these platforms and serve shoppers who are browsing and doing product research. Here's a look at Fenty’s three-pillar AI marketing strategy.

Hint Water doubled its marketing investment from last year with a lust-forward campaign that showcases its brand evolution as water that tastes “really freaking good,” said Allison Cullman, Senior Vice President of Marketing. The campaign, which launched mid-May, showcases two poolside people courting each other, until the big reveal that they are actually lusting after Hint water. Read about the strategy behind the campaign’s messaging.

Lastly, while at the Experiential Marketing Summit last month, Chief Marketer spoke with Diane Hund, SVP and Chief Marketing Officer at US Foods, about the strategic value of events as a marketing channel, the challenges of aligning all stakeholders on event goals and outcomes, the brand's latest marketing campaigns and more.

Until next week,