Marketing Strategy Of Rare Beauty

In a highly competitive beauty market, Rare Beauty has managed to stand out by blending innovative product launches, impactful social media campaigns, and creative advertising strategies. Founded by pop star Selena Gomez, the brand was launched in September 2020, positioning itself as more than just another celebrity-backed beauty line. With its emphasis on inclusivity, mental health advocacy, and authenticity, Rare Beauty has quickly established itself as a leader in the beauty industry. The brand’s successful marketing strategy offers valuable insights for any beauty marketing agency UK or beauty marketing agency Australia seeking to replicate its success.

Marketing Strategy

Rare Beauty stands proudly as the brainchild of none other than Selena Gomez herself. As a notable celebrity, the brand has its gaze fixed on a specific group: Selena’s fanbase, a vibrant collective ranging from 16 to 35 years of age. In a brilliant move to captivate this demographic, Rare Beauty has adeptly woven a tapestry of marketing strategies, all finely tuned to harmonize with their mission of product sales.

Within their extensive collection of 200 products, it’s the blushes that bask in the spotlight of adoration. Notably, Rare Beauty’s Stay Vulnerable Melting Cream Blush has secured its spot as a fan favorite, and its fame reached new heights when it clinched a coveted Best of Beauty Award from the prestigious American women’s beauty magazine, Allure.

The magic behind the love affair with the Stay Vulnerable Melting Cream Blush lies in its name—true to its nature, it gracefully melts into the skin, creating a seamless finish. But the enchantment doesn’t end there.

With an astute awareness of inclusivity, this blush range comes in a spectrum of five shades, all brilliantly designed to grace even the richer hues of darker skin tones. Evidently, Rare Beauty is on a mission to embrace and celebrate diversity by ensuring that their shade offerings harmonize with a myriad of skin tones.

PRICE- Rare Beauty’s makeup product lineup encompasses a price spectrum spanning from $14 to $29. While they do come at a higher cost compared to drugstore makeup brands, they gracefully rest within a more accessible price bracket than luxury counterparts. In fact, these price points find perfect harmony with their fellow celebrity competitors. If we take a quick glance at the beauty arena, Ariana Grande’s r.e.m. beauty stands in a range of $15 to $24, while Rihanna’s Fenty Beauty boasts prices ranging from $20 to $39. In essence, Rare Beauty strikes a delightful chord of affordability that resonates deeply with its appreciative consumer base.
PLACE- A Brand that Knows No Borders Emerging onto the beauty scene in North America on September 3, 2020, Rare Beauty marked its initial footprint. But the narrative took an exciting twist during the summer of 2021 when the brand’s horizons broadened to encompass handpicked territories across Europe, the Middle East, and the Asia Pacific. With Selena Gomez commanding a vast, worldwide fanbase, it’s not merely a matter of cosmetics – it’s about inclusivity and engagement. By ensuring that her brand’s offerings are accessible on a global canvas, the message is clear: no one is left out, and the allure of Rare Beauty extends its reach not just to hearts, but also to sales figures. And the journey doesn’t halt here – the brand’s trajectory is poised to unfurl into yet more countries and regions, all in the name of bridging distances and celebrating beauty in its glorious diversity.
PROMOTION- Selena Gomez engages in extensive brand promotion, capitalizing on her own public image to captivate audiences. She actively endorses Rare Beauty by sharing content related to the brand across her various social media platforms. Notably, she initiated the brand’s introduction through her Instagram account. On February 4, 2020, she unveiled the new endeavor by sharing a video showcasing the behind-the-scenes journey of crafting Rare Beauty. This video resonated widely, accumulating more than 8 million views and receiving over 1.8 million likes.

Influence-based Advertising

With the introduction of yet another celebrity-founded brand, individuals develop a keen interest in experimenting with the merchandise to gauge its quality. Upon the debut of Rare Beauty, initial users were quick to express their enthusiasm for the products, a sentiment that effectively influenced a broader audience to make purchases and experience the items firsthand. This dynamic played a pivotal role in propelling the Stay Vulnerable Melting Cream Blush to a state of widespread popularity and garnering high online ratings. Renowned beauty influencers such as Jackie Aina, Nyma Tang, and Tati played an instrumental role in fostering conversations about Rare Beauty. They accomplished this by sharing their authentic review videos featuring the brand’s array of products. It’s important to note that these review videos usually lack any sponsorship, enhancing their credibility and making viewers more inclined to explore and acquire products, particularly those that have been favorably reviewed. As a beauty social media marketing agency we are intrigued by their influencer strategy, are you?

Campaigns

Rare Beauty’s social media advertising campaigns are another standout element of its marketing strategy. While many beauty brands use polished, highly-produced content for ads, Rare Beauty often opts for a more down-to-earth, relatable approach. This is particularly evident in their Instagram and TikTok ads, which tend to feature casual, unfiltered videos of real people using the products, often in everyday settings.

One of the most effective examples of this strategy was the launch of the “Soft Pinch Liquid Blush.” Instead of traditional commercials, Rare Beauty opted to showcase real people trying the product for the first time in authentic, candid reactions. These ads featured diverse individuals applying the product, discussing its formula, and emphasizing its inclusive shade range. This type of advertising allowed Rare Beauty to connect with a broader audience and foster inclusivity in a space often criticized for lacking diversity.

Another noteworthy creative advertising effort is the use of TikTok influencers to promote the brand. Rare Beauty has leveraged the platform’s immense popularity among Gen Z, partnering with TikTok creators to showcase product tutorials, makeup transformations, and beauty hacks using their products. By utilizing this fun, fast-paced content style, Rare Beauty taps into the viral potential of TikTok, further expanding its reach and visibility.

For a beauty marketing agency UK, this highlights the effectiveness of prioritizing authenticity in ad content. Traditional beauty ads may still have their place, but there’s no denying that today’s consumers are more likely to trust brands that showcase real people, real experiences, and real reactions.

Marketing Campaigns

Payday Sales Campaign

Social media has been instrumental in the rise of Rare Beauty. With over 4 million followers on Instagram, the brand has mastered the art of creating engaging, authentic, and emotionally resonant content. Rare Beauty’s social media campaigns are not only focused on selling products but also on building a deeper connection with its audience.

One of the brand’s most successful campaigns was the #WeAreRare campaign, which encouraged users to share their own stories of self-acceptance and personal growth. This user-generated content campaign aligned perfectly with Rare Beauty’s mission to break down unrealistic standards of perfection, encouraging inclusivity and self-love.

Another noteworthy social media effort was Rare Beauty’s “Mental Health 101” initiative. This campaign focused on raising awareness about mental health issues, partnering with mental health organizations, and donating a percentage of profits to mental health services. By using its platform to advocate for a meaningful cause, Rare Beauty was able to differentiate itself from traditional beauty brands that solely focus on physical appearance.

For any best beauty marketing agency looking to create engaging social media strategies, taking inspiration from Rare Beauty’s approach of blending product promotion with purpose-driven content is crucial. Their ability to connect emotionally with audiences through campaigns that go beyond superficiality has been a key to building long-term customer loyalty.

Website Conversion Rate Optimization (CRO): Making Every Click Count

Rare Beauty’s website isn’t just aesthetically pleasing; it’s also optimized to convert visitors into customers. The brand has paid close attention to its user experience, ensuring that navigating the site is seamless, whether viewed on mobile or desktop.

One of the most effective CRO strategies that Rare Beauty uses is their personalized product recommendations. Upon visiting the website, users are greeted with tailored product suggestions based on their browsing behavior, purchase history, and preferences. This level of personalization makes customers feel seen and understood, which can significantly boost conversion rates.

Additionally, Rare Beauty makes excellent use of social proof on its product pages. Customer reviews, ratings, and user-generated content are prominently displayed alongside the products, adding an extra layer of credibility. Potential customers can see real-world examples of how the products perform, making them more likely to complete a purchase.

Another smart CRO strategy is the brand’s clear and easy-to-navigate product descriptions. Each product page features concise yet informative descriptions, including details about the ingredients, benefits, and application tips. This attention to detail reduces the friction of online shopping and helps users feel confident in their purchase decisions.

Rare Beauty also capitalizes on urgency through limited-time offers and product scarcity messaging. This approach, combined with easy-to-find “Add to Cart” buttons and simplified checkout processes, helps maximize conversions.

For any top beauty marketing agency UK, these CRO strategies are essential to creating a seamless online shopping experience that not only attracts visitors but also encourages them to become loyal customers. Incorporating social proof, personalizing product recommendations, and optimizing the user journey are tactics that can drastically improve a brand’s conversion rates.

Strategic Distribution Channels Enhance Rare Beauty's Accessibility

The exclusive distribution of the products occurs through both Sephora outlets (both physical stores and the online platform) as well as the official Rare Beauty website.

The presence of these items in physical stores holds significant importance for cosmetics brands since consumers prefer to personally examine and try out the makeup products before making a purchasing decision.

This tactile experience is challenging to replicate through digital means, leading makeup enthusiasts to exercise more caution when considering online purchases or even avoiding them altogether. Rare Beauty has effectively addressed this concern by ensuring its products are conveniently accessible at Sephora stores.

Sephora holds a prominent position as one of the world’s largest multi-brand retailers, with a presence in over 35 countries through more than 2,000 stores. Capitalizing on the widespread popularity of Sephora, Rare Beauty has gained heightened exposure that would be difficult to achieve solely through online sales.

We as a beauty marketing agency london feel that having a store with your brand launch is something very crucial to lead your sales, catering only to online presence alone cannot make your brand to the top.

Environmentally Sustainable

Rare Beauty stands firmly committed to ethical values by ensuring all their products adhere to cruelty-free and vegan standards. This commitment is substantiated by their certification from PETA’s Global Beauty Without Bunnies program. Moreover, the brand places a paramount emphasis on the meticulous research and testing of each ingredient, with scientific experts leading the way.

In the realm of packaging, Rare Beauty’s dedication to sustainability shines through. They opt for Forest Stewardship Council (FSC)-certified materials, responsibly sourced, that are entirely recyclable. The printing process employs water-based inks, minimizing environmental impact. Even in their shipping practices, the brand champions eco-friendliness. All shipping components, including boxes, tissue, tape, and welcome cards, are fashioned from 100% recyclable materials. Their innovative packing foam is both compostable and soluble in water, underscoring their commitment to reducing waste.

Rare Beauty’s approach to sustainability transcends mere surface changes. The brand’s holistic perspective encompasses not only their product formulations but also their packaging materials and shipping practices. With each step, Rare Beauty demonstrates a conscientious dedication to minimizing their ecological footprint and fostering a harmonious relationship with the environment.

Wrapping Up

Rare Beauty is a brand that sticks to its values in everything they do. They use these values to shape how they advertise their products. They aim to be diverse and welcoming, so they make lots of different shades and show real people using their stuff. They’re also all about being eco-friendly, so their products are cruelty-free, vegan, and recyclable. They care about mental health, too, and have a Rare Impact Fund that helps out. While their products matter, what’s even more important is the kindness and purpose behind the brand. Rare Beauty truly believes in what they’re doing, and that’s why their marketing works so well.

We as a beauty social media marketing agency feel their marketing strategies have an effective approach and hence a good outcome!