Rare Beauty advertises its makeup products through a mix of social media, community engagement, and inclusivity. On TikTok, the brand uses Selena Gomez’s viral moments to showcase products and promote mental health awareness. Instagram Reels help engage followers with product tutorials and real-life user stories.
Inclusivity and authenticity are at the heart of Rare Beauty’s marketing. The brand promotes diversity and self-acceptance, leveraging Selena Gomez’s personal journey to make products relatable and accessible. This approach fosters a strong connection with customers.
Community engagement is another key strategy. Rare Beauty features user-generated content, highlighting real-life experiences with the products. The brand also advocates for mental health, with initiatives like the Rare Impact Fund and the Rare Beauty Mental Health Council.
Product quality and word-of-mouth play significant roles too. Rare Beauty offers high-quality, cruelty-free, and eco-friendly products, earning positive reviews and influencer endorsements. These factors help build customer loyalty and trust.
Lastly, Rare Beauty’s retail strategy involves exclusive distribution through Sephora and the brand’s website. This ensures a strong physical presence and convenient accessibility for customers, further enhancing the brand’s reach.