Dive Brief:
- 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 part 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 features a diverse cast 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 favorite among Gen Z.
Dive Insight:
Rare Beauty is growing its marketing muscle with its first global marketing effort. The brand, launched in 2020, is already a success and helped usher its founder, Selena Gomez, to billionaire status earlier this year. The makeup purveyor is also the second most popular cosmetics brand among Gen Z, according to Piper Sandler’s latest Taking Stock with Teens survey, ranking behind E.l.f. Cosmetics and ahead of Maybelline.
At the center 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 person that can exist between high and low moments as a diverse cast applies Rare Beauty products. The video concludes with the message, “To be Rare is to love every you.”
The hero commercial 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 development process, said Josh Gurrie, executive vice president and creative director at Rare Beauty, in a press statement.
“We were able to capture four-plus years of brand-building, discourse and our love of community in a single moment, in a new visual tone that will surely inspire how the brand moves forward,” Gurrie said.
Along with paid media, the campaign will offer fans of the brand the chance to engage with exclusive content. Rare Beauty’s campaign additionally showcases its ties to mental health causes, an aspect of the business that could be attractive to young consumers like Gen Z. Rare Beauty donates 1% of its annual sales to Rare Impact, a social impact initiative that aims to expand mental health services for underserved communities.
Rare Beauty is among a sea of emergent and celebrity-founded cosmetics brands, including Ariana Grande’s R.e.m. Beauty and Rihanna’s Fenty Beauty, that have challenged legacy giants like Estée Lauder and L’Oréal. Older brands accordingly have sought to engage 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.
