The Selena Gomez-founded cosmetics brand Rare Beauty is revolutionising beauty marketing with a fresh perspective on self-expression and individuality, engaging Gen Z and global audiences alike.
A New Era of Beauty Marketing
Launched in 2020, Rare Beauty quickly became a household name, standing out in a saturated cosmetics market and propelling founder Selena Gomez to billionaire status earlier this year.
Known for embracing authenticity, Rare Beauty is now doubling down on its core values with its first global marketing campaign, “Every Side of You.”
In a competitive landscape where celebrity brands abound – like Ariana Grande’s R.e.m. Beauty and Rihanna’s Fenty Beauty – Rare Beauty is resonating deeply with Gen Z, securing its place as the second most popular brand among teens, according to Piper Sandler’s “Taking Stock with Teens” survey, where it ranks just behind E.l.f. Cosmetics.
“Love Your Rare” Celebrates Every Version of You
At the heart of the campaign is a 60-second spot titled “Love Your Rare,” a narrative centred on embracing all facets of one’s personality and life experiences.
Directed by Sheila Johansson and co-created by Rare Beauty’s in-house team and Fred & Farid Los Angeles, the ad is a testament to the brand’s emphasis on self-acceptance. The spot opens with a heartfelt voiceover from Gomez, who says, “Here’s to you,” inviting viewers to acknowledge both high and low moments as members of a diverse cast apply Rare Beauty products.
It ends with the empowering message, “To be Rare is to love every you,” a sentiment likely to resonate with the brand’s audience. According to Rare Beauty’s executive vice president and creative director, the campaign embodies over four years of the brand’s philosophy and community focus.
Furthermore, creative alignment was key to this process, and they’ve managed to capture years of brand-building, discourse, and a love of community in a single, visually compelling campaign that will shape the way Rare Beauty moves forward.
This alignment showcases the brand’s intent to keep authenticity at the centre of its storytelling.
Mental Health at the Core
Beyond beauty, Rare Beauty has garnered respect for its commitment to mental health – a cause the brand has integrated into its business from the start. Through its Rare Impact initiative, Rare Beauty donates 1% of its annual sales to mental health services for underserved communities.
This social responsibility aspect has helped endear the brand to younger consumers who value meaningful contributions to society. The campaign will not only run through paid media but also feature exclusive content, enabling fans to engage more closely with the brand’s mission of mental health advocacy.
Embracing Change in a Competitive Landscape
Rare Beauty’s latest campaign arrives as legacy brands such as Estée Lauder and L’Oréal explore fresh tactics to remain relevant among younger consumers.
Even long-standing favourites like Maybelline are reintroducing nostalgia-inducing elements, like their “Maybe It’s Maybelline” jingle, adapted for social media to engage younger audiences.
Rare Beauty, however, remains distinct in its approach, capturing Gen Z’s loyalty by blending individuality with a commitment to mental health.
Conclusion
Rare Beauty’s “Every Side of You” is more than just a marketing campaign – it’s a movement towards embracing every version of oneself.
Through captivating visuals and an authentic message of self-love, Selena Gomez and her team are inviting audiences to redefine beauty standards, with the message that “to be rare is to love every you.”
This campaign is set to strengthen Rare Beauty’s global footprint, showcasing a brand that speaks to individuality, values community, and champions mental health in an industry often focused on appearances alone.
