News Summary
Rare Beauty, founded by Selena Gomez, has redefined beauty marketing by prioritizing community relations and mental health initiatives. Shunning traditional advertising, the brand focuses on genuine connections and inclusivity. Its recent campaign, ‘Every Side of You’, highlights its commitment to diversity, while its LIFT Beauty Accelerator aims to support female entrepreneurs. Rare Beauty’s emphasis on mental health, especially during the pandemic, showcases its dedication to fostering a positive community around beauty.
Rare Beauty: A Fresh Take on Community-Driven Marketing
When talking about beauty brands that have made a splash lately, one name that comes up often is Rare Beauty, the brainchild of Selena Gomez. Launched almost five years ago, the brand has quickly rocketed into the limelight, garnering billions in estimated worth. What’s more impressive is how Rare Beauty has managed to connect with its audience, particularly the trend-savvy Gen Z, without relying heavily on traditional advertising methods.
A New Kind of Advertising
In a world where paid media dominated for so long, Rare Beauty has broken the mold by embracing a strategy that focuses on community and authentic connections. Instead of launching every product with high-budget advertisements, the brand has taken a more organic route: engaging with real people and their stories. At the recent SXSW conference, CMO Katie Welch spoke about how their marketing strategy is akin to building lasting friendships, emphasizing that it requires constant care and open lines of communication.
According to data from Piper Sandler, Rare Beauty is now the second-most popular beauty brand among teens, surpassed only by E.l.f. Cosmetics, which also utilizes a similar micro-influencer approach to engage younger audiences.
Focus on Mental Health
One of the core tenets of Rare Beauty is its commitment to mental health awareness. From the very beginning, the brand has woven this mission into its fabric. Before launching its products, it took the time to consult with a diverse array of communities to ensure its offerings, like foundation shades, truly represented everyone. Throughout the COVID-19 pandemic, the importance of mental health became even more pronounced, prompting the brand to hold weekly “Rare Chats” over Zoom, fostering a sense of community despite physical distancing.
To deepen its impact, Rare Beauty has created a Mental Health Council that partners with various organizations to tackle mental health issues head-on. They don’t just talk the talk; they’ve made real efforts to help young people through the challenges that arise from social media pressures and isolation.
Building Community Connections
What sets Rare Beauty apart is not just its products, but the relationships it cultivates with its community. The brand has recently transitioned from virtual meet-ups to real-life experiences such as hikes and Sephora shopping trips, which help forge deeper connections with fans. This approach has enhanced the sense of togetherness, making their community feel like a family.
In October 2023, Rare Beauty launched its first-ever global ad campaign titled “Every Side of You”. This campaign showcases a rich tapestry of voices, including voiceovers by Gomez herself, and taps into various media formats like social media, out-of-home advertising, and influencer partnerships to spread its message of inclusivity and community.
Future Plans and Initiatives
Looking ahead, the brand is gearing up to support female-identifying founders through its LIFT Beauty Accelerator, offering grants and mentorship opportunities. Major sponsors, including JCPenney and Black Beauty Collective, help reinforce this commitment to diversity in the beauty sector. Finalists of the program encompass a range of innovative brands like CHÉRIBÉ, Daybird, and DEON LIBRA, among others.
Meanwhile, Rare Beauty found itself in discussions for a potential sale of up to $2 billion in 2023, though these conversations have currently been put on hold. Questions linger around how a big corporate ownership would affect its community-driven ethos—something Welch firmly believes is critical for fostering true loyalty, beyond mere transactions.
In an exciting development, Google recently pledged a generous $1.25 million donation to Rare Beauty’s Rare Impact Fund, supporting its mental health initiatives, alongside a whopping $10 million to five additional organizations dedicated to tackling issues surrounding youth mental health. Selena Gomez and her team are whole-heartedly focused on ensuring that resources and access to mental health are available for young people navigating the complexities of today’s world.
Final Thoughts
In a landscape cluttered with traditional marketing tactics, Rare Beauty shines bright, proving that authenticity, community involvement, and a commitment to important causes can lead to tremendous success. As they continue to pave the way for a more inclusive beauty industry, it’s clear that their roots in community and care will guide the brand well into the future.
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Additional Resources
- Marketing Dive: Rare Beauty’s Community-Driven Marketing
- Wikipedia: Rare Beauty
- Business Wire: Rare Beauty Supports Diversity in Beauty
- Google Search: Rare Beauty Marketing
- Hello Magazine: Jennifer Aniston’s 90s Keyhole Top
- Encyclopedia Britannica: Marketing
- Fortune: B2B Event Management Insights
- Google News: Community Marketing Beauty Brands
