Marketing Strategy Of Rare Beauty
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. View this post on Instagram A post shared by BUNA BX | Brand Experience Agency (@buna.bx) 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