Rare Beauty is more than …

Before I saw this marketing campaign of Rare Beauty, I thought it was just another brand formed by a celebrity that would naturally drive people’s attention to it.

However, I must apologize for it.

The Make a Rare Impact campaign is a partnership between Gomez’s Rare Beauty and Sephora, and Sephora will donate 100 percent of Rare Beauty product sales on October 10, World Mental Health Day, to the Rare Impact Fund which was created in 2020 by the beauty brand’s founder and creator, Selena Gomez.

The things Rare Beauty is doing touch me. In the video of this marketing campaign, Selena is just like a real-life sister to me, though she doesn’t have the stage glamor of being the star of the show, she looks more “beautiful” to me.

Even though she doesn’t say any personal things about her in the video, I can tell from her face that she has gone through a lot. Most of us always just see the benefits of being a celebrity, like the fame, the wealth……The downside should not be neglected.

Especially when a little girl becomes famous at a very young age. We can’t imagine how much pressure she has taken at that time. So, I truly believe that she indeed cares about the mental problem in this society and wants to try her best to change it.

So, this marketing campaign does make the brand value more vivid and trustworthy which is very important to a brand. Before World Mental Health Day came, Rarebeauty released an Instagram to encourage people to act as a community to make a significant impact, which also encouraged more people to post their purchases on Instagram. Because at that day each purchase is not just personal, but full of meaning for the world.

That is a great self-marketing example, where word-of-mouth makes things different.

With the times changing, almost all beauty and skincare brand concepts are being updated. Women’s beauty is no longer as monolithic as it used to be, and all brands advocate for women to live for themselves.

However, behind a lot of brand concepts, their values are a lack of support. If it’s just expressed like a slogan, it doesn’t leave anything real for the consumers.

Rare beauty associates beauty with mental health, which is quite novel but also reasonable as well. “Rare Beauty is so much bigger than a makeup brand,” says Gomez. The Rare Impact Fund’s mission is to reduce the stigma associated with mental health and increase access to mental health services and education for young people globally. Gomez has long been open about her mental health struggles and she says founding Rare Beauty and watching its impact grow has been integral to her growth and healing.

It’s brave for her to do that, which also makes the brand’s value meaningful.