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While makeup products are only superficial, Rare Beauty’s first global brand campaign asserts that inner beauty is the essence of the brand.
The Selena Gomez-founded cosmetics brand’s new campaign is designed to remind current customers and potential future customers of its core ethos, according to Rare Beauty CMO Katie Welch.
“Selena was talking to some of the beauty advisors at Sephora and they told her about when we started the brand and it touched her and they said, ‘We value inner beauty.’ Welch told Marketing Brew. “And I thought, ‘That’s it.’ That’s what we have to capture, that’s what makes us different.”
moment of gratitude
Titled “Every Side of You,” the new campaign includes a 60-second spot called “Love Your Rare,” in which people experience different emotions while wearing or using Rare Beauty. It features Gomez narrating messages of self-love and acceptance to a young cast as they experience emotional moments. product. The spot depicts people laughing, doubting themselves, and strutting with confidence, and Gomez acknowledges all versions of “you.”
Welch explained that the spot is a message to Rare Beauty’s customers in time for the company’s fourth anniversary in September. “It’s a thank you letter. It’s a thank you letter to the community. And (Gomez’s) ending is like an acknowledgment of her words,” Welch said.
Gomez is the face of the brand, but she doesn’t appear until the end. Welch said this was a deliberate choice.
“I think this spot speaks to the fact that even though it’s Selena’s company, it’s not just about her,” Welch said.
Rare Beauty worked with creative agency Fred & Farid Los Angeles to create the spot, which will air in OOH, paid digital, streaming and connected TV, influencer marketing, and Sephora stores. Welch said Sephora stores will have visuals of Gomez in their windows, and influencers and “community members” will receive hero products along with large-format prints featuring key visuals and scripts from the scene.
Welch said the brand was keen to leverage this first global brand campaign, particularly to focus on storytelling across a variety of platforms. The majority of Rare Beauty’s ad spend is on social and digital, she said, but added that the campaign also ran on streaming, which provided a “great opportunity to tell the story.” Welch said this is not the first time Rare Beauty has run a streaming campaign, but previous streaming campaigns have been done through Sephora’s advertising agency and media plan.
The campaign will run until the end of the year, and Rare Beauty continued its focus on inner beauty and supporting the community at the Rare Impact Fund benefit held Thursday night. The event was the second annual fundraiser for Gomez’s charity, which helps expand access to mental health services for young people.
