If you are a household name like Selena Gomez and you are launching a beauty brand, some success is expected for that launch.
Already a household name in the music and theater industries, millions of people around the world stream his music and watch his films.
But while most celebrity makeup lines rely solely on star power to fuel their success, Selena has flipped the script. When she launched her Rare Beauty brand in 2020, she focused on the impact she could have on the community and walked away from herself.
If you are a household name like Selena Gomez and you are launching a beauty brand, some success is expected for that launch.
Already a household name in the music and theater industries, millions of people around the world stream his music and watch his films.
But while most celebrity makeup lines rely solely on star power to fuel their success, Selena has flipped the script. When she launched her Rare Beauty brand in 2020, she focused on the impact she could have on the community and walked away from herself.
And it was worth it in the truest sense of the word. In its first year of launch, Rare Beauty generated sales of $60 million.
In a sea of famous makeup brands, Selena's line is proof that authenticity sells. Here are three marketing tactics that have been critical to Rare Beauty's success:
The brand is based on their experiences
Selena has long been open about her struggles with anxiety, depression, bipolar disorder and the autoimmune disease lupus. Therefore, aligning your brand to support mental health initiatives makes perfect sense. One percent of all sales is dedicated to expanding mental health resources in underserved communities. The brand also works with philanthropic organizations in the field of mental health.
Conclusion: If you want to make philanthropy a key part of your marketing, you have to do it in a meaningful way.
How many times have you seen a branded message about the Black Lives Matter movement or Pride month to never mention it again? Virtue signals are common in the beauty community.
But Rare Beauty's philanthropic mission is not an afterthought. It is rooted in brand messaging and thought leadership. Links to mental health resources and articles are available on the website and social media channels. The message is clear: We're passionate about taking care of your mental health, and here's how you can do it.
And all of this is offered to the consumer without having to purchase a single makeup product.
2. Selena is a real person
As a world famous singer and actress, few people can identify with Selena Gomez's lifestyle. She stands on a pedestal for the world to admire.
But she markets her makeup brand by using her products in her bathroom.
By consciously stepping off the pedestal the company has placed her on and meeting her customers where they are, Selena proves that she is a real person.
She's not some invented Hollywood idea of perfection, but passionate about her brand and her cause. And people buy his message and his products.
Money cannot buy authenticity.
3. She manages fashion in her favor
Of course, a successful brand must continue to keep tabs on social media trends. Influencers use the brand's products and make them go viral.
Selena and Rare Beauty are very popular in this area. Social media is another way to connect with your audience, and participating in online trends only adds to your identification.
It's clear that she loves using her products and is thrilled when others use what she has worked hard to develop. Her star power kicks in here as people are overwhelmed when she responds to him, but she makes up for it masterfully by being funny and likeable.
Bottom Line: Take a page from Selena's book and use trends to connect with your audience. There must be a strategy to jump on the viral bandwagon.
In short, there's nothing "weirder" than being real in the beauty industry.
Your marketing strategies convinced me and millions of others to buy your products and fall in love with your brand.
FAQ:
Richelle Johnson