In the Fall of 2020, I participated in a class called Strategic Branding and Product Management. My team and I did a brand audit for Fenty Beauty consisting of a brand inventory, a brand exploratory, and strategic recommendations. Our recommendations included a brand extension strategy for Fenty Beauty, expanding into a new target market: Men and Non-Binary Identifying Folks between the ages of 16-25. Fenty Beauty changed the beauty industry with their diverse foundation range and inclusive imagery featuring models from all races, ethnicities and sizes. We thought that it was time Fenty Beauty break another boundary within the inclusivity sector: Gender Norms. To do this, we recommended that the new brand under Fenty Beauty would be called "Testing". It's a symbolic name that encapsulates the experimental aspect for men who might not already be familiar with the beauty industry. The tagline "Challenge the Culture" is a way to encourage people to go against the grain or what other people might think is "manly".