Billionaire musician and fashion/beauty entrepreneur, Rihanna teams up with her partner A$AP Rocky for a new ad campaign for Fenty Skin.
Released on Monday, July 20, the campaign taps into A$AP Rocky’s long-running “Don’t Be Dumb” album and tour branding whilst marketing two of Fenty Skin’s top products: Hydra Vizor Face Moisturizer with SPF 30 and a coconut-scented Lux Balm.
The hilarious one minute clip portrays A$AP Rocky as a charismatic street salesman with rollers in his hair. The clips opens up with A$AP quipping: “Ladies, ladies, can I have your attention please?” as he walked into a beauty salon and opened his oversized trench coat, revealing several rows of skincare products inside. “I ain’t sellin’ no gel, I ain’t sellin’ no grease. There’s a new sheriff in town, and I’m showing myself around,” he continued before making his way over to Rihanna at the counter.
In the most charming manner, A$AP asks: “Excuse me, miss, I was wondering if I could borrow two minutes of your time?” while a clearly unimpressed Rihanna responds: “You got two seconds,” giving him the nod to make his subway pitch on the skincare products.
The first product A$AP pitches is the Hydra Vizor Daily Moisturizer SPF, emphasizing the importance of protecting skin from the sun. “First up, we got the Hydrovisor. Now, this is a daily moisturizer with SPF. In case you’re wondering what SPF stands for, Sun Protection Factor.”
He then delivers the campaign’s punchline: “Don’t be dumb, gotta use SPF.”
A$AP stresses that the moisturizer contains hyaluronic acid and niacinamide, ingredients known for hydrating and brightening skin, while pointing out that the formula is invisible on all skin tones, a hallmark of Fenty Skin’s inclusive approach.
The campaign narrative then shifts to the new Coconut Flavor Lux Balm, introducing an accessory personally designed by A$AP. “And next up, we got the new coconut flavor Luxe Balm by Fenty Skin. It comes with this cool keychain accessory designed by yours truly.”
At the end of the clip, it becomes apparent that A$AP‘s pitch about the benefits of hyaluronic acid caught the singer’s attention as she endorsed with a resounding “I’ll take it all” and a cha-ching wink.
Watch the campaign ad and share your thoughts below!