Why Rare Beauty’s Marketing (by Selena Gomez) Makes You Want To BUY
Rare Beauty by Selena Gomez has been such a successful brand in the very competitive beauty and makeup industry. Why has it had so much success since its launch in September of 2020? Let's go through it together and how you can implement the strategies that Selena uses with her brand in your own business. My name is Megan and I teach business owners to go from confused to confident on Instagram. I help my clients build a loyal community, get quality clients, and build a profitable business. Let's get right into it.
So number one is that Rare Beauty uses TikTok as its main promotional platform. If you pay attention, you'll notice that Rare Beauty uses really short videos on TikTok, usually anywhere from 10 to 15 seconds. This is a really smart marketing move considering how attention spans are getting shorter and shorter nowadays so you need to keep your content really concise to get your point across before the viewer swipes. Another thing Rare Beauty really utilizes on TikTok is showing real human faces or real human voices. This really plays into the relatability and human side of the brand. Since her company was started in September of 2020, it was the height of covid so she really took advantage of that rise of TikTok as it began growing. I think this was really smart on Selena's part because promoting her products in such an organic way like TikTok is really great for marketing these days. It shows more authenticity and it makes it seem less forced with an ad. How you as a business owner can take advantage of this strategy, is take advantage and capitalize on short form video content. Whether it is TIkTok, Pinterest Idea Pins, Reels on Instagram, Reels on Facebook, or YouTube Shorts, pick whatever you're most comfortable with and you already have an audience on and really play into these short videos. This will get more eyes on your content which will then bring more brand awareness to your product or service.
The second marketing tactic of Rare Beauty is that the brand's identity is centered around Selena Gomez. Obviously she's a very well-known figure in the online space so this is very helpful for their marketing in general. However, she is well known for being very down to earth and transparent with her audience so this really helps build the brand's reputation. A lot of Selena's values are really reflected in Rare Beauty. A lot of people state that Rare Beauty really stands out to them because of their relatable approach to marketing. Selena really wanted Rare Beauty to be more than just a makeup brand, she wanted to actually make a difference in the world as well. This correlates really well to Rare Beauty's mission statement which is to actually break down the beauty standards and perfection standards of the makeup industry. How you as a business owner can take advantage of this strategy is by showing your personality and your values. This is what really makes you stand out from your competition and what makes you more memorable. If rare Beauty didn't even have Selena Gomez front and center, do you think you would even remember who they were when you first saw them?
Okay the third marketing tactic I'm going to go over is how Rare Beauty puts people first and is very relatable. We already talk about how Rare Beauty literally puts people first by showing Selena Gomez in all of their marketing, however, they also show how they put people first figuratively as well. This is really apparent in Rare Beauty social media because she shows all different types of people with different nationalities and different skin types. This is a really smart marketing move on Selena's part because people usually tend to buy from someone who's more inclusive and has more options for different skin tones. As you scroll through these social media posts you can see how relatable Rare Beauty is. Most of the posts go unedited and show people's real opinion of the products. Even Selena posts her own TikToks about how she uses her eye brightening cream to even reduce redness around her nose. So she really shows how there's not just one way to wear makeup there's so many different things you can do with it to make yourself feel more confident. And after Selena really opened up about her battle with depression and her diagnosis of Lupus, she has really been trying to get people to feel more confident in their own skin. I think she's doing a really great job with her brand and her marketing for it. I think she's very down to earth and she shows people how to be confident in their own skin. The main takeaway from this marketing tactic is to not be afraid to be yourself and get personal by showing your struggles and the things you go through in your real life and how it really contributes to your business and your marketing. People will be drawn to that. Really put yourself in your audience's shoes and think what would they want from me and what would they want to see that would make them trust me more and make them more willing to buy my products or services.
Okay, now that you know all of Rare Beauty's brilliant marketing strategies, it's time for you to implement them too. Let's get your audience to trust you so much that they're just waiting to buy anything you have to offer. Use this worksheet to figure out exactly who your ideal client is so you can craft your content to be speaking directly to them. Again, don't be afraid to show your values and get personal just like Selena does. Thanks guys, I will see you in the next post!
