Diving overview:
Rare Beauty, the cosmetics brand founded by singer and actor Selena Gomez, has launched its first global brand campaign titled “Every Side of You,” according to details shared with Marketing Dive. “Every Side of You” is part of the brand’s “Love Your Rare” platform, which celebrates individuality and authenticity. Key to the campaign is a 60-second spot voiced by Gomez that features a diverse cast sharing moments of vulnerability and confidence. The campaign was created in collaboration with Fred & Farid Los Angeles and spans social media, out-of-home, Sephora stores, connected TV, influencer marketing and paid digital. The move could boost growth for the young brand, which is already popular among Gen Z.
Dive Insight:
Rare Beauty strengthens its marketing power with its first global marketing effort. Launched in 2020, the brand is already a success, helping propel founder Selena Gomez to billionaire status earlier this year. The makeup supplier is also the second most popular cosmetics brand among Gen Z, ranking behind Elf Cosmetics and ahead of Maybelline, according to Piper Sandler’s latest study, Taking Stock with Teens. has been.
In the middle of “Every Side of You” is a 60-second spot titled “Love Your Rare.” The ad begins with a voiceover from Gomez saying, “This is who you are,” and then follows the diverse cast as they use Rare Beauty products, illustrating the possibilities that exist between high and low moments. All versions of a person are described. The video ends with the message, “To be rare is to love all of you.”
The Hero commercial was created by Fred & Farid Los Angeles and Rare Beauty’s in-house creative team and directed by Sheila Johansson. Josh Gurrie, Rare Beauty’s executive vice president and creative director, said in a press statement that creative coordination was key to the development process.
“We were able to capture over four years of brand building, discourse, and love for our community in an instant with a new visual tone that is sure to inspire how the brand moves forward in the future,” said Gurley. said.
Along with paid media, the campaign offers fans of the brand the opportunity to participate in exclusive content. Additionally, Rare Beauty’s campaign demonstrates its connection to mental health causes, an aspect of the business that appeals to younger consumers like Gen Z. Rare Beauty donates 1% of its annual sales to Rare Impact, a social impact initiative aimed at amplifying mental health. Health services for underserved communities.
Rare Beauty is one of several emerging celebrity-founded cosmetics brands, including Ariana Grande’s REM Beauty and Rihanna’s Fenty Beauty, that have challenged traditional giants such as Estée Lauder and L’Oréal. In response, older brands have sought to engage younger generations through revamped marketing strategies. For example, Maybelline New York recently brought back “Maybe It’s Maybelline” as a social media-friendly jingle.
