Marketing Strategy Of Rare Beauty

Unveiling Authenticity: Rare Beauty’s Playful Rebellion Against Unrealistic Norms! 

Hey there, beauty enthusiasts and trendsetters! If you’re tired of sifting through oceans of makeup that promise to transform you into a completely different person, then buckle up, because we’re about to introduce you to a brand that’s rewriting the beauty rulebook with vibrant digital ink!

We as a beauty social media marketing agency are wondering how Rare Beauty managed to create such a buzz? Come let’s discover together!

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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.

  1. 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.
  2. 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.
  3. 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?


rare beauty target market


Rare Beauty actively embraces individuals from all walks of life, ensuring that their Rare Beauty community encompasses not only celebrities but also regular people. The brand’s commitment to authenticity is reflected in their campaigns, where real people take center stage. In a notable instance, Rare Beauty utilized their Instagram platform to announce a #WeAreRare community call as part of their #WeAreRare campaign. This initiative aimed to involve individuals in their campaign, encouraging them to share their unique stories that define what makes them “rare.” To apply, participants were required to share their personal narratives alongside their Sephora Color IQ and Instagram handle. After careful consideration, approximately 50 individuals were selected to be part of this endeavor.

Moreover, Rare Beauty extends an open invitation to those who utilize their products to showcase their experiences on social media. Through the use of the hashtag #RareRoutine and by tagging @rarebeauty, users can post photos of themselves. These images are subsequently featured on Rare Beauty’s social media platforms and showcased on their official website.

A prominent aspect that stands out within these campaigns, website features, and social media posts is the evident diversity in both appearances and makeup styles among the featured individuals. This inclusivity is further emphasized by Rare Beauty’s comprehensive selection of 48 foundation and concealer shades, catering to a wide array of skin tones. These facets combined underscore Rare Beauty’s dedication to catering to a diverse audience, promoting a brand that is truly all-encompassing.


Marketing Campaigns

Payday Sales Campaign

A payday sales campaign in the context of beauty brands leverages the timing of paydays to promote and sell their beauty products. Centered around the time when consumers receive their salaries, these campaigns aim to entice customers with exclusive discounts, limited-time offers, and enticing deals on a range of beauty items. By strategically aligning with payday periods, beauty brands capitalize on increased disposable income, making it more likely for customers to indulge in self-care and cosmetic purchases. These campaigns not only drive sales but also create a sense of urgency and excitement, encouraging customers to treat themselves to the latest beauty trends and products.




Retargetting: Lookalike audience

The purpose of retargeting a lookalike audience is to effectively reach and engage potential customers who share similarities with your existing customers or audience. Here’s a breakdown of the concept:

Retargeting: This involves reaching out to individuals who have previously interacted with your website, app, or content but didn’t complete a desired action (like making a purchase or signing up).

Lookalike Audience: This refers to a group of people who exhibit similar characteristics, behaviors, and interests as your existing customers or the individuals in your retargeting pool.

The main purpose of retargeting a lookalike audience is to take advantage of the fact that individuals who resemble your current customers are more likely to be interested in your products or services. By retargeting this group, you can:

Increase Conversion: Reaching out to people who are more likely to be interested in your offerings increases the chances of converting them into customers, as they already share traits with your existing successful customers.

Expand Reach: Lookalike audiences allow you to extend your marketing efforts beyond your current customer base, potentially tapping into new markets and demographics.

Optimize Ad Spend: By focusing your advertising efforts on individuals who are more likelyto convert, you can optimize your budget and improve the overall efficiency of your marketing campaigns.

Enhance Engagement: Since the lookalike audience shares common interests and behaviors with your existing customers, your messaging and content can resonate more effectively, leading to higher engagement rates.

In summary, retargeting a lookalike audience helps you identify and target potential customers who are more likely to convert based on the traits and behaviors they share with your current customer base. This approach can lead to improved marketing outcomes and a better return on investment for your advertising efforts.

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!

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