Rare Beauty by Selena Gomez has carved out a unique niche. Launched in 2020 and inspired by Gomez's third studio album "Rare," the brand is celebrated for its inclusive approach to beauty, emphasizing self-expression and mental well-being. Now, Rare Beauty is taking another significant step by expanding its rewards community on the TYB platform, further enhancing its connection with fans and customers.
TYB, which stands for "Try Your Best," is a community rewards platform designed to foster deeper connections between brands and their fans. For Rare Beauty, TYB offers a strategic asset that empowers the brand to engage with its community on a whole new level. Fans can earn rewards through various forms of engagement, such as participating in exclusive challenges, attending events, connecting with other members, and purchasing products.
Katie Welch, CMO of Rare Beauty, highlights the importance of this community-driven approach: "The magic of Rare is our community, which has helped us grow into the brand we are today. TYB was the only product that enabled us to scale that magic while maintaining the authenticity of our community."
By joining the TYB platform, Rare Beauty fans can participate in a range of activities to earn coins, which can be redeemed for discounts on the brand's website. The platform allows users to establish status, unlocking access to exclusive brand perks. This system not only incentivizes purchases but also encourages meaningful interactions within the community.
Fans can share their #RareRoutine on social media platforms like Instagram, TikTok, YouTube, and more, tagging @rarebeauty for a chance to be featured. This user-generated content (UGC) amplifies the brand's reach organically, fostering a sense of belonging among its followers.
As Rare Beauty grows, it remains committed to making everyone feel good in their skin, without hiding what makes them unique.
