Rare Beauty, a new line of cosmetics set to debut in the summer of 2020 exclusively at Sephora, was founded by singer-turned-entrepreneur Selena Gomez. The founder is now turning to consumers to be the models for the brand's first campaign.
Rare Beauty hosted an open audition for the debut campaign, asking participants to explain what makes them feel "rare." Gomez announced via social media: “Basically, all we want is to hear stories that make you feel rare. Whether that’s something you’ve overcome, or it’s an internal struggle or something that you love about yourself that you’re confident in who you are – we want to hear all kinds of stories."
Image Credit: @rarebeauty / Instagram
Key Themes Behind This Trend
- Customer Beauty Ambassador Searches
- Opportunity for brands to involve consumers in their marketing campaigns by allowing them to be the face of their products.
- Inclusive Beauty Campaigns
- Brands can promote diversity and representation by featuring real consumers in their advertising and embracing a wide range of beauty standards.
- Consumer Empowerment in Branding
- Giving customers a platform to share their unique stories and experiences can create a deeper connection with the brand and foster brand loyalty.
Where This Applies
- Cosmetics
- Cosmetics brands can leverage consumer engagement to create authenticity and trust in their products.
- Retail
- Retailers can benefit from hosting customer-driven campaigns, attracting a loyal customer base and creating buzz around their brand.
- Marketing and Advertising
- Incorporating user-generated content in marketing campaigns provides an opportunity for innovative and engaging advertising strategies.
