Rihanna made a stunning arrival at the State Farm Stadium on Sunday in Glendale, Arizona, for Super Bowl 2023. The singer, who headlined the halftime show, gave her Fenty Beauty brand a boost of visibility with a touchup during her set. Savage x Fenty was also in the spotlight as her backup dancers were dressed in the brand.
According to Launchmetrics, the performance helped garner $5.6 million in Media Impact Value in the first 12 hours for Fenty Beauty, and $2.6 million in MIV in the first 12 hours for Savage x Fenty. MIV is a Launchmetrics proprietary metric that assigns monetary value to marketing strategies across print, online and social media in order to calculate ROI.
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After Rihanna’s performance, analysis from Launchmetrics found that within the first 12 hours, the performance generated $88.3 million in MIV, which is 27 percent of the total Super Bowl coverage in the first 12 hours.
Rihanna’s full makeup look included the Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation, Fenty Beauty Invisimatte Instant Setting + Blotting Powder (which she used to touch up mid-performance) and notably the new Fenty Beauty Fenty Icon Velvet Liquid Lipstick in the MVP, a bold red color that coordinated with her red coats.
The beauty mogul wore red coats from Alaia and a Loewe jumpsuit.
A representative for Rihanna also confirmed that the singer is pregnant with her second child with rapper A$AP Rocky. Rihanna’s pregnancy announcement garnered $14.7 million MIV within the first 12 hours of its announcement.
In addition to having her first child last May and getting ready for the halftime show performance, the Grammy winner has been busy with her Savage x Fenty and Fenty Beauty brands. The “Run This Town” singer recently released the latest Savage x Fenty Valentine’s Day line and Game Day collection, and a limited-edition Fenty Beauty set.
The Super Bowl is known to be one of the most-watched television events of the year, and its entertainment portion drives just as many viewers and attention as the game. The pregame lineup includes R&B icon Babyface, who will sing “America the Beautiful,” while country music star Chris Stapleton will sing the national anthem, and Sheryl Lee Ralph will perform “Lift Every Voice and Sing.”
For the first time in Super Bowl history, the program included an ASL (American Sign Language) rendition of “Lift Every Voice and Sing,” by Justina Miles, who performed in ASL the music of Rhianna during the halftime show.
Rihanna’s set list included the following:
Bitch Better Have My Money
Where Have You Been
Only Girl (In the World)
We Found Love
Rude Boy
Work
Wild Thoughts
Pour It Up
All of the Lights
Run This Town
Umbrella
Diamonds