- Rare Beauty, the cosmetics brand founded by singer and actor Selena Gomez, launched its first global brand campaign, titled “Every Side of You,” per details shared with Marketing Dive.
- “Every Side of You” is a component of the brand’s “Love Your Rare” platform and celebrates individuality and authenticity. Key to the campaign is a 60-second spot voiced by Gomez that incorporates a diverse forged sharing moments of vulnerability and confidence.
- The campaign was created with Fred & Farid Los Angeles and spans social media, out-of-home, Sephora locations, connected TV, influencer marketing and paid digital. The effort could drive growth for the young brand, which is already a favourite amongst Gen Z.
Rare Beauty is growing its marketing muscle with its first global marketing effort. The brand, launched in 2020, is already a hit and helped usher its founder, Selena Gomez, to billionaire status earlier this yr. The makeup purveyor can also be the second hottest cosmetics brand amongst Gen Z, in accordance with Piper Sandler’s latest Taking Stock with Teens survey, rating behind E.l.f. Cosmetics and ahead of Maybelline.
At the middle of “Every Side of You” is a 60-second spot, titled “Love Your Rare.” The ad begins with a voice over from Gomez, who says “Here’s to you” before describing all of the versions of a individual that can exist between high and low moments as a various forged applies Rare Beauty products. The video concludes with the message, “To be Rare is to like every you.”
The hero industrial was created by Fred & Farid Los Angeles and Rare Beauty’s internal creative team and directed by Sheila Johansson. Creative alignment was key to the event process, said Josh Gurrie, executive vice chairman and artistic director at Rare Beauty, in a press statement.
“We were in a position to capture four-plus years of brand-building, discourse and our love of community in a single moment, in a brand new visual tone that may surely encourage how the brand moves forward,” Gurrie said.
Along with paid media, the campaign will offer fans of the brand the prospect to have interaction with exclusive content. Rare Beauty’s campaign moreover showcases its ties to mental health causes, a side of the business that may very well be attractive to young consumers like Gen Z. Rare Beauty donates 1% of its annual sales to Rare Impact, a social impact initiative that goals to expand mental health services for underserved communities.
Rare Beauty is amongst a sea of emergent and celebrity-founded cosmetics brands, including Ariana Grande’s R.e.m. Beauty and Rihanna’s Fenty Beauty, which have challenged legacy giants like Estée Lauder and L’Oréal. Older brands accordingly have sought to have interaction with younger generations through refreshed marketing strategies. For instance, Maybelline New York recently brought back “Maybe It’s Maybelline” as a jingle tailored to social media.
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