Selena Gomez’s Brand Impact: Your Beauty Is Rare
How to stand out from others and effectively boost your brand
You may not listen to all of Selena Gomez’s songs and watch her movies and TV shows, but you certainly have heard of her name, as it’s already a brand itself. As followed in her song lyrics, ‘And I’ll bet there’s somebody else out there, to tell me I’m rare, to make me feel rare’ — Selena is now making people feel truly rare with her successful Rare Beauty brand.
So, let’s dive deep into her brand presence and its impact as a source of inspiration.
How Did It All Start?
A beauty brand, Rare Beauty, was founded by Selena Gomez in 2019 and launched in 2020. It is inspired by her third studio album, Rare, and has now 7 million social media followers. Her main goal when starting Rare Beauty was to challenge the unrealistic beauty standards of today’s society, driven by “the pressure on us to be perfect.”
Rare Beauty’s Success In Numbers
We can’t deny the significance of brand assessment in terms of success. Hence, it is always wise to use progressive tools like BrandValuer, an app that can assist you in conducting independent evaluations on your mobile device. The numbers of Rare Beauty are awe-inspiring, and its revenue was reported to hit $90 million by the end of 2022. Based on Cosmetify’s 2023 Celebrity Beauty Ranking Index, which considers various factors such as revenue and social media presence, this brand has climbed to third place on the list of the top 20 most successful celebrity beauty brands. According to Celebrity Net Worth, Rare Beauty’s current worth is at least $1.2 billion.
This financial achievement has solidified Rare Beauty’s position as a leading player in the beauty industry and one of the most profitable celebrity beauty brands.
What Makes It Rare? — The Brand’s Values and Mission
Vegan and cruelty-free, Rare Beauty product line comprises innovative and inclusive cosmetics catering to a diverse range of skin tones and preferences. Rare Beauty offers a comprehensive selection of beauty essentials, from foundations and concealers to eyeshadows and lip products. The brand offers products at various prices, making them accessible to a broader audience. This commitment to affordability allows customers from different financial backgrounds to enjoy the brand’s exceptional products.
The success and positive reception of the brand is attributed to its mission and values. As Selena Gomez herself once said about the vision for Rare Beauty:
‘Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.’
Rare Beauty is committed to making a positive impact through its Rare Impact Fund. The 1% of all sales is allocated to support mental health initiatives. By investing in mental health, Rare Beauty shows its dedication to promoting holistic wellness and contributing to the greater good.
It stands out from other beauty brands through its dedication to its mission and values. The company has developed a loyal customer base by prioritizing inclusivity and supporting mental health initiatives and has achieved financial success. Rare Beauty’s influence extends beyond the beauty industry, demonstrating its sincere desire to impact society as a whole positively.
The Company’s Marketing Moves
From the inception of Rare Beauty, authenticity has been ingrained in every aspect of the brand’s identity. Selena Gomez’s personal journey with the importance of mental health and self-acceptance resonates deeply with the brand’s mission to celebrate individuality. Rare Beauty’s marketing campaigns have consistently showcased real people of diverse backgrounds, ages, and skin tones, reflecting the brand’s commitment to inclusivity and authenticity.
Social Media
Rare Beauty has used the power of social media to connect with its audience in meaningful ways. Selena Gomez’s massive following (429M at this time) on platforms like Instagram provides a ready-made audience for the brand’s message. Through engaging content, behind-the-scenes glimpses, and interactive campaigns, Rare Beauty has cultivated a loyal community of supporters who feel personally connected to the brand.
Embracing Influencer Marketing
There is no doubt that influencer marketing has played an essential role in Rare Beauty’s success, with Selena Gomez strategically partnering with influencers who align with the brand’s values, such as Global Stylist Cynthia Di Meo, Social & Community Manager Janessa Jones and Pro Artist Kourtney Nicole. These collaborations have not only expanded Rare Beauty’s reach but have also fostered genuine connections with people who trust the recommendations of their favorite influencers.
Community Engagement
Rare Beauty’s marketing goes beyond promoting products; it fosters community and empowerment among its audience. The brand actively engages with its followers, soliciting feedback, sharing user-generated content, and championing causes that resonate with its audience, such as mental health awareness and self-love.
The brand’s marketing strategies have contributed to its rapid expansion into international markets, tapping into the global appeal of Selena Gomez and the brand’s message of inclusivity and self-esteem. Rare Beauty stands out as a power of authenticity and empowerment in an industry often criticized for perpetuating unrealistic beauty standards.
Selena Gomez’s visionary leadership and clever marketing steps have not only propelled Rare Beauty’s brand to success but have also sparked a broader conversation about the power of self-expression and inclusivity in the beauty industry. Since we are talking about the brand, evaluating its performance is crucial to gauge its worth. You can leverage the user-friendly BrandValuer app to track your brand’s potential independently. Shall we take a look at the examples of BrandValuer app assessments together?
In conclusion, Rare Beauty continues to disrupt the status quo, but one thing remains clear: the future of beauty is diverse, inclusive, and authentically rare.
