18 hours ago
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Rihanna and her partner A$AP Rocky have reunited for a new campaign for Fenty Skin. Released on Monday, July 20, the campaign cleverly ties into A$AP Rocky’s long-running “Don’t Be Dumb” album and tour branding while spotlighting two of Fenty Skin’s hero products.
The one minute film opens with A$AP Rocky stepping into the role of a charismatic street salesman with rollers in his hair.
“Ladies, ladies, can I have your attention, please? I ain’t selling no gel, I ain’t selling no grease. There’s a new sheriff in town, and I’m showing myself around,” he said.
With his charm, Rocky approaches a woman, played by a flirtatious Rihanna to deliver what he calls a two-minute skincare lesson.
“Excuse me, miss, I was wondering if I could borrow two minutes of your time.”
Her response?
“You got two seconds.”
The first product Rocky introduces 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 standout line:
“Don’t be dumb, gotta use SPF.”
Rocky highlights 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 then shifts focus to the new Coconut Flavor Lux Balm, introducing an accessory personally designed by Rocky.
“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.”
The lip treatment is promoted as providing up to eight hours of a stronger lip barrier, thanks to nourishing ingredients including shea butter and vitamin E.
“It has shea butter and vitamin E to help soften lips, you know?”
The ad ends with Rihanna’s character saying she will “take all of it.”
English (US) ·