Selena Gomez is not just a pop sensation, but also a successful entrepreneur. Her newly launched cosmetics brand Rare Beauty has taken the beauty industry by storm. With its focus on inclusivity and mental health awareness, Rare Beauty has managed to carve a niche for itself in a highly competitive market.
However, the success of Rare Beauty is not just a result of Selena's celebrity status, but also the result of a well-executed retail strategy. From its launch on Sephora to its presence on social media, Rare Beauty has leveraged every platform to connect with its target audience.
In this article, we'll take a closer look at Selena Gomez's winning retail strategy for Rare Beauty and how it has contributed to the brand's success. So, let's dive in!
The importance of having a retail strategy for a cosmetics brand
For any cosmetics brand, having a well-executed retail strategy is key to success. It helps in reaching the target audience and creating brand awareness. Rare Beauty's retail strategy is a testament to this fact.
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The brand's focus on inclusivity and mental health awareness has helped it stand out in a crowded market. Rare Beauty's retail strategy has been designed to connect with its target audience and create a loyal customer base. From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources.
"I'm so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare," said Selena Gomez, Founder and Creator of Rare Beauty. "These products aren't about being someone else, it's about being who you are, whether that's rocking a full face of bold makeup or barely any makeup at all. Makeup is something to enjoy, it's not something you need. I want every person to feel beautiful exactly as they are."
Since the brand's inception, Selena has been involved in every step of product development. Whether it's testing each product or developing a design for the first-of-its-kind Blot & Glow Touch-Up Kit that's convenient to carry, Selena has influenced every aspect.
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Rare Beauty's retail strategy includes a multi-channel approach that leverages both brick-and-mortar and online platforms. The brand's launch on Sephora has been a game-changer for the brand, and its social media presence has helped it connect with its audience in a more personal way.
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Rare Beauty has also partnered with other brands to reach a wider audience and create a buzz around its products. All these elements have contributed to Rare Beauty's success.
Rare Beauty's social media and marketing strategy
Rare Beauty's target audience is diverse and inclusive. Rare Beauty's products are designed to cater to all skin tones and skin types. Rare Beauty's social media strategy is one of its key strengths. The brand's focus on inclusivity and mental health awareness has helped it connect with a wide range of customers.
The brand's social media presence has helped it connect with its audience in a more personal way. The brand's message of self-love and acceptance has resonated with its customers, and it has created a loyal fan base.Rare Beauty's social media accounts are filled with inspiring messages of self-love and acceptance, which have helped the brand create a loyal fan base.
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Rare Beauty's social media strategy includes a mix of user-generated content, influencer partnerships, and brand-created content. The brand's use of user-generated content has helped it create a more authentic and relatable image. Rare Beauty's influencer partnerships have also helped it reach a wider audience and create a buzz around its products.
Rare Beauty's target audience is not just limited to a particular age group or gender. The brand's message of inclusivity and mental health awareness has helped it connect with people from all walks of life.
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The brand's social media presence has also helped it reach a younger audience, which is crucial for any brand's long-term success.
Rare Beauty's launch on Sephora and its impact on sales
Rare Beauty's launch on Sephora has been a game-changer for the brand. Sephora is one of the leading beauty retailers in the world, and its partnership with Rare Beauty has helped the brand reach a wider audience.
Rare Beauty's launch on Sephora was accompanied by a massive marketing campaign that created a buzz around the brand's products.
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The launch of Rare Beauty on Sephora was a huge success. The brand's products flew off the shelves, and it was one of the top-selling brands on Sephora's website. Rare Beauty's success on Sephora has helped it establish itself as a leading cosmetics brand.
Rare Beauty is available at Sephora North America (US, Canada, Mexico), Sephora inside JCPenney, Kohls, SpaceNX and RareBeauty.com.
The role of inclusivity and mental health awareness in Rare Beauty's success
Rare Beauty's focus on inclusivity and mental health awareness has been one of the key factors in its success. The brand's message of self-love and acceptance has resonated with its customers, and it has created a loyal fan base. Rare Beauty's products are designed to cater to all skin tones and skin types, which has helped it connect with a diverse audience.
On July 22, 2020, Rare Beauty launched the Rare Impact Fund, which will raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities. From the first Rare Beauty product sold onward, 1% of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources.
"Since the brand's inception, we wanted to find a way to give back to our community and further support people who needed access to mental health services, which have had a profound impact on my life. Rare Beauty is focused on helping people feel more connected to one another and less alone in the world. The Rare Impact Fund will make a direct impact on many lives and, ultimately, make a difference in the world. I'm proud of the work we've begun to do with our partners to offer these services to anyone who needs support," said Selena Gomez in a press release.
This past May, Rare Impact Fund joined forces with the The White House and MTV for the first ever Mental Health Youth Action Forum. Along with Flotus and Surgeon General Dr Vivek Murthy, Founder Selena Gomez met with some of the brightest young leaders in mental health advocacy to discuss paths forward in destigmatizing and prioritizing mental health.
"Our goal is ambitious. We want to raise $100 million for mental health in the next 10 years," said Scott Friedman, CEO of Rare Beauty. "With the launch of the Rare Impact Fund, we will create one of the largest philanthropic efforts focused on mental health in the world. The funds will go toward increasing access to mental health services, particularly for underserved communities."
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Rare Beauty's focus on mental health awareness is also a unique selling point for the brand. The brand's message of self-care and mental health has helped it create a more personal connection with its audience. Rare Beauty's mission to destigmatize mental health issues has also helped it create a positive image.
Rare Beauty has also created the Rare Beauty Mental Health Council, composed of expert advisors from leading universities, organizations, and companies focused on mental health. The Council will guide the company's strategy to ensure maximum impact.
"Both mental health and seeking support continue to be disproportionately stigmatized in underserved communities. By supporting community engagement and channeling funding into resource providers, we can have a substantial impact on the mental health of all communities," said Dr. Jane Delgado, president and CEO of the National Alliance for Hispanic Health.
Rare Beauty's collaborations and partnerships with other brands
Rare Beauty has collaborated with other brands to create a buzz around its products and reach a wider audience. The brand's collaboration with Sephora has been highly successful, and it has helped the brand establish itself as a leading cosmetics brand. Rare Beauty has also collaborated with other brands, such as Urban Outfitters and Revolve, to reach a wider audience.
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Rare Beauty's partnerships with influencers have also been highly successful. The brand's influencer partnerships have helped it reach a younger audience and create a buzz around its products. Rare Beauty's partnerships with influencers have also helped it create a more authentic and relatable image.
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In addition, Selena Gomez made an appearance at Sephora to test out their new beauty technology, helping encourage her ~400 million followers to head over to Sephora and try out Color iQ to bring shoppers in store.
The future of Rare Beauty and its potential for growth
Rare Beauty has already established itself as a leading cosmetics brand, and its future looks bright. The brand's focus on inclusivity and mental health awareness has helped it stand out in a crowded market. Rare Beauty's multi-channel approach has also helped it reach a wider audience and create a loyal customer base.
Rare Beauty's potential for growth is promising amongst the younger generation of shoppers. The brand's focus on inclusivity and mental health awareness is a unique selling point, and it has helped it create a positive image.
Rare Beauty's collaborations and partnerships with other brands have also helped it reach a wider audience and create a buzz around its aesthetically pleasing products that are both minimalistic and feminine.
On February 15, 2023, Rare Impact Fund announced additional funding for an additional five youth mental health organizations: Black Teacher Project,The Friends of the Semel Institute, Konscious Youth Development & Services, Mindful Life Project, and Trans Lifeline.
Lessons learned from Selena Gomez's retail strategy for Rare Beauty
Selena Gomez's retail strategy for Rare Beauty offers valuable lessons for any cosmetics brand. The importance of having a well-executed retail strategy cannot be overstated. Rare Beauty's focus on inclusivity and mental health awareness has helped it stand out in a crowded market.
Rare Beauty's launch on Sephora and its social media strategy has helped it connect with its target audience in a more personal way. Rare Beauty's partnerships with other brands have also helped it create a buzz around its products and reach a wider audience.
In conclusion, Selena Gomez's retail strategy for Rare Beauty has been highly successful. Rare Beauty's focus on inclusivity and mental health awareness has helped it create a loyal fan base, and its multi-channel approach has helped it reach a wider audience. Rare Beauty's success offers valuable lessons for any cosmetics brand looking to establish itself in a highly competitive market.
