Rare Beauty : Be authentic with your brand image

Rare Beauty is Selena Gomez’s beauty brand. In the sea of celebrity brands, Rare Beauty has a very particular brand image.  Let's explore 😏

Rare Beauty Be authentic with your brand image Rare Beauty is Selena Gomez’s beauty brand. In the sea of celebrity brands, Rare Beauty has a very particular brand image. Selena Gomez is one of the biggest pop stars in the world, which means her brand already is going to have a successful launch, she didn’t need to create a brand that is so different and that brings such a new light to the beauty industry. To understand the brand image of rare beauty, we are going to dive into the marketing strategy of this rare brand. PRODUCT Rare Beauty has 200 products, they have a product for every step of your makeup routine which is very clever because the consumers will satisfy their needs with one brand. Not only Rare beauty has a variety of products in terms of a makeup routine, but also in the type of product, if you don’t like cream blush, well, you have the liquid one to satisfy you. PRICE • Rare beauty is affordable • Rare beauty is not a luxury brand • Rare beauty is in line with other celebrity brands PLACE Rare Beauty is trying to become a worldwide brand. Selena Gomez has a very important fanbase, the brand needs to expand in other regions to fully take full advantage of the power and importance of that fanbase. • North America • Europe • Middle East • Asia Pacific PROMOTION Selena Gomez: Face of The Brand Selena Gomez is the face of the brand, and the way she communicates with her fan base is so authentic and down to earth that people feel connected to her, consumer feel that Selena Gomez, the pop star with 300 million followers on Instagram is relatable. The pop star shares with her fans her favorite product, and her makeup routine while using a very interesting way of speaking. She talks to her fans as if they are her girlfriends sharing beauty tips with them. She drives sales by actually showing them the behind-the-scenes, team behind rare beauty, she not only focuses on herself but also on the people surrounding this project giving each one of them their time to shine. Consumers watch her express through social media her commitment and love for her brand which makes it authentic for them. That it’s not just another celebrity brand, but it’s her passion. Real People Rare beauty believes that in their campaigns they need to show real people, people from different ethnicities or religions, it’s not just celebrities or influencers that could be featured in a video campaign. They created the community #WeAreRare inviting people to share stories of what makes them rare or post their different looks with rare beauty products using #RareRoutine allowing everybody to shine. Mental Health Awareness Rare beauty is not only a makeup brand, but they also actually care about other subjects such as Mental Health. They created the Rare Impact Fund where 1% of the benefice goes to that fund to help other people, to show them support, and share with them pieces of information and resources. By having a purpose more impactful than just selling makeup, the customer feels like he is part of a community that is trying to change the stigma around Mental Health, and he is helping others by buying Rare Beauty products. CONCLUSION The power of rare beauty comes from its values and its commitment to the subjects that touch its customers. They keep creating a product to satisfy everybody's needs and they want to collaborate with people that we don’t always see in the face front of campaigns. Their marketing strategy is successful because it revolves around their consumers.