Marketing Strategy Of Rare Beauty
With a very competitive beauty industry, Rare Beauty has succeeded in differentiating itself through combining innovative product launches, effective social media promotions, and groundbreaking advertising methods. The brand is created by pop icon Selena Gomez and launched in September 2020, as a brand that is more than another celebrity-endorsed beauty company. With the focus on inclusivity, mental health activism, and authenticity, Rare Beauty has established itself as a force to be considered in the beauty market. The successful marketing of the brand provides some lessons for any beauty marketing agency UK or beauty marketing agency Australia looking to achieve similar success.
Marketing Strategy
Rare Beauty proudly asserts itself as being the product of no lesser individual than Selena Gomez herself. Being an acclaimed celebrity, the company has its sights set on a targeted segment: Selena’s fan base, an engaged demographic between 16 and 35 years of age. As a masterstroke to reach this audience, Rare Beauty has successfully threaded a tapestry of marketing strategies, all cleverly crafted to connect with their purpose of selling their product.
Among their extensive line of 200 products, it is the blushes that are in the spotlight of admiration. By coincidence, Rare Beauty’s Stay Vulnerable Melting Cream Blush has become a cult favorite, and it reached new levels of popularity when Allure, the highly respected American women’s beauty magazine, awarded it a very much coveted Best of Beauty Award, something that a good beauty marketing agency New York can assist you in achieving.
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The Stay Vulnerable Melting Cream Blush has the magic in its name itself—true to its nature, it melts over the skin like a smooth, even finish. But the appeal does not end there.
With a great eye for inclusivity, this range of blushes is available in a range of five shades, each beautifully formulated to enhance the richer undertones of deeper skin tones. It goes without saying that Rare Beauty is looking to celebrate and support diversity with color offerings that complement much wider ranges of skin tones.
PRICE– Rare Beauty’s product line includes prices ranging from $14 to $29. While they are certainly higher than drugstore makeup lines, they fall in a price category more affordable than luxury items. In fact, these prices rest in lovely equipoise with those of their celebrity counterparts. A look at the beauty market and we notice Ariana Grande’s r.e.m. beauty ranges from $15 to $24 and Rihanna’s Fenty Beauty ranges from $20 to $39. Essentially, Rare Beauty hits the perfect note of affordability that resonates with its grateful customer base.
PLACE– A Brand that Knows No Borders Rare Beauty created waves at its launch onto the North American beauty landscape on September 3, 2020. But then came the exciting twist in summer 2021 when the brand launched beyond into meticulously chosen areas in Europe, the Middle East, and the Asia Pacific. With Selena Gomez having a gigantic, worldwide fan base, it’s not merely a matter of cosmetics – it’s inclusivity and engagement. By setting her brand’s products on an international platform, the message is clear: no one is excluded, and the appeal of Rare Beauty reaches not only hearts but also bottom lines. And it does not stop there – the brand journey is set to continue further into even more nations and countries, all in the name of bridging distances and appreciating beauty in its glorious diversity.
PROMOTION- Selena Gomez practices serious brand promotion by leveraging her own public image in an attempt to reach people. She sponsors Rare Beauty by posting branded content on her different social media platforms. Significantly, she led the brand introduction on her Instagram account. On 4th February 2020, she introduced the new company by posting a video that revealed the behind-the-scenes of how Rare Beauty was born. The video became popular far and wide, and it received more than 8 million views and more than 1.8 million likes.
Influence-based Advertising
Because with the coming of yet another celebrity-owned brand, people become very interested in sampling the products and checking their quality. No sooner had Rare Beauty been launched than the first users were more than willing to give the product their thumbs up, a blessing that served quite well to allow more people to make purchases and try out the products for themselves. This collaboration was instrumental in driving the Stay Vulnerable Melting Cream Blush to a level of mass popularity and receiving high online ratings. Top beauty influencers like Jackie Aina, Nyma Tang, and Tati were instrumental in supporting conversations regarding Rare Beauty. They did this by dropping their actual review videos with the brand’s product line. It should be noted here that review videos typically don’t contain any sponsorships, which make them more authentic, and encourage their viewers further towards exploration and buying the products, especially those which were reviewed favourably. Since we are a beauty social media marketing agency, we are concerned about their influencer approach, are you?
Campaigns
Rare Beauty’s social ad campaigns are another highlight aspect of its marketing approach. Unlike most beauty products that display shiny, overly produced materials on their commercials, Rare Beauty would typically opt for the more basic, natural way. This is best observed on their Instagram and TikTok commercials, where these tend to feature simple, unstaged footage of real people applying the products, sometimes in regular settings, something even the best beauty ad agency can learn from.
The most effective use of this strategy was when they introduced the “Soft Pinch Liquid Blush.” Rather than standard commercials, Rare Beauty chose to have actual individuals test the product for the first time in actual, genuine responses. Those commercials featured multicultural individuals using the product, bickering over its formula, and being happy with its inclusive color palette. This form of advertising enabled Rare Beauty to reach a wider market and promote inclusivity in a market that has been criticized as lacking diversity.
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Another important creative marketing initiative is leveraging TikTok influencers to promote the brand. Rare Rare Beauty has capitalized on the site’s enormous popularity with Gen Z by partnering with TikTok influencers to share product tutorials, makeup makeovers, and beauty tips using their products. Capitalizing on this fun, high-energy content style, Rare Beauty uses the viral power of TikTok even more, increasing its exposure and visibility even more.
For a beauty marketing agency UK, this emphasizes the power of prioritizing authenticity in advertising copy. Vintage beauty ads might still be there, but no one can dispute the reality that consumers nowadays are more likely to believe brands with genuine people, real-life experiences, and real reactions.
Marketing Campaigns
Payday Sales Campaign
Social media has been critical to the success of Rare Beauty. It has over 4 million followers on Instagram, where it is very effective at creating suspenseful, authentic, and emotionally charged content. Rare Beauty’s social media efforts go beyond selling products to engaging customers on a personal level.
Another incredibly successful campaign for the brand has been the #WeAreRare Forever Campaign, during which customers were invited to share their stories of self-acceptance and empowerment. The user-generated content campaign included the perfect aim for Rare Beauty in banning unrealistic expectations of perfection and encouraging inclusivity and love for oneself.
Another significant social campaign was the “Mental Health 101” campaign of Rare Beauty. The campaign was centered on getting people to think about mental health, collaborated with mental health associations, and donated a portion of the proceeds to mental health charities. By supporting a cause that resonates, standing up for a call to action, Rare Beauty was able to stand out from other beauty corporations that do not care beyond looks.
For any high-end beauty marketing agency seeking to design compelling social media campaigns, it is critical to take a lead from the way Rare Beauty brought together product promotion and cause-oriented content. They have succeeded in emotionally engaging customers by virtue of campaigns that were far from insubstantial in nature and been a driving factor in enduring loyalty.
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Website Conversion Rate Optimization (CRO): Making Every Click Count
Rare Beauty’s website is not only visually appealing but also conversion-oriented. The business has been especially careful to be user-friendly, designing the site in a way that works well, whether accessed on mobile or desktop.
One of the best CRO tactics used by Rare Beauty are their customized product suggestions. As soon as one visits the website, customers are presented with customized product suggestions depending on browsing, purchase, and personal preferences. Such customization addresses the customer in such a way that they feel heard and appreciated, significantly increasing the conversion rates.
Additionally, Rare Beauty efficiently employs social proof on product pages as well. Reviews, ratings, and customer-generated content are all visibly presented alongside the products, building an additional layer of trust. Genuine usage contexts of the products are displayed to the target market, thereby persuading more customers into purchasing.
But another smart CRO move is that the brand offers clean and readable product descriptions. All product pages have clean but concise yet helpful descriptions with information on ingredients, benefits, and guidance on usage. This cautious attention to detail lowers online purchase friction and makes users at ease to complete their transaction.
Rare Beauty also leverages urgency through scarcity and time-sensitive messaging. These tactics, paired with straightforward “Add to Cart” functionality and streamlined checkout, collaborate to drive the most conversions.
For any leading beauty marketing agency UK, these CRO strategies are a solution to offering a seamless online purchasing experience that attracts customers and makes them return for more. Leverage social proof, product customization, and reducing complexity are techniques that can improve a brand’s conversion rates considerably.
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Strategic Distribution Channels Make Rare Beauty More Accessible
They are available only at Sephora stores (both their physical stores and online store) and the Rare Beauty official website.
Being in physical stores is greatly important to beauty companies as customers wish to touch and look at the makeup products before purchasing.
This haptic quality is difficult to substitute with digital, so beauty lovers will go the extra mile to be cautious when it comes to online shopping or even boycotting such options altogether. Rare Beauty has been able to overcome this hurdle by having its products easily accessible at Sephora stores.
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Sephora is optimally positioned as the world leader in multi-brand retailing, which has over 35 countries across over 2,000 stores. Taking advantage of the popularity of Sephora worldwide, Rare Beauty has more visibility that would be hard to achieve selling the products solely online.
We as a beauty marketing agency london believe that maintaining a store for your brand launch is something of immense importance to lead your sales, as solely being online cannot drive your brand to the heights of success.
Environmentally Sustainable
Rare Beauty continues to be committed to moral principles by ensuring that all of their products come under cruelty-free and vegan compliance. This initiative is assured through their certification under PETA’s Global Beauty Without Bunnies program. In addition, the brand has a top priority of ensuring that every ingredient is researched and tested extensively, with science professionals leading the way.
In terms of packaging, Rare Beauty is environmentally friendly. They use Forest Stewardship Council (FSC)-certified materials, sustainably sourced, which are fully recyclable. The printing is water-based, reducing the environmental footprint. Even shipping is environmentally friendly by the company. All of the shipping materials such as boxes, tissue, tape, and welcome cards are made from 100% recyclable material. Their new packing foam is water-soluble and compostable, yet another commitment to minimizing waste.
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Rare Beauty’s sustainability goes beyond superficial level modification. Their systemic initiative not only extends to the product formula itself, but also to packaging material and delivery means. In every single step of the way, Rare Beauty exhibits a responsible measure towards reducing their environmental impact and creating sustainable living with nature.
Wrapping Up
Rare Beauty is a company that stays true to its values no matter what. They live these values in the way they promote themselves. They need to be inclusive and open, so they offer plenty of color choices and put actual people into wearing their garments. They are also very much into being green, so the things they produce are cruelty-free, vegan, and recyclable. They care also about the psychological aspect and they have a Rare Impact Fund that they are dedicating specifically for it. While their products are meaningful, greater is the cause and kindness behind the brand. Rare Beauty truly cares about what they’re doing, and that is why their advertisement is effective.
We as a beauty social media marketing agency believe that their marketing methods have a sound approach and therefore a sound outcome!
Rahul M.
B2B Service Provider