Rare Beauty - Selena Gomez By: Celena Howe

Rare beauty revolutionizing the makeup scene!

By Celena Howe

1. Rare Beauty: Consumers Over Models How Selena Gomez is reshaping the make-up industry!

2. Breaking Tradition - Rare beauty is stepping away from the framework of having gorgeous models illustrate their brand and instead opting for everyday human beings who aren't within the model industry to promote their make-up campaign Selena Gomez states “ I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our own uniqueness,” she said. “You’re not defined by a photo, a like or a comment."

3. Supporting Body Positivity   Gomez utilizing consumers over models further supports the brand positioning statement, "Being rare is about being comfortable with yourself."   When consumers walk into Sephora to purchase Rare Beauty, they aren't met with impossible beauty standards, but instead met with a beautiful everyday girl or boy who shines within their individualized beauty.  Gomez suffered from insecurities in the past and had to delete Instagram on multiple occasions because she, too, had not felt good enough or pretty enough. Knowing this, she tries to make her consumers the center of attention and considers their feelings when launching any Rare Beauty campaign.

4. Why This Campaign is so Effective  Being in the era of technology where social media controls trends, and beauty standards, this campaign is beyond successful because it reminds each individual that they are beautiful and possess qualities nobody else harnesses Rare Beauty is reshaping what beauty standards are by not utilizing models for their campaigns, but actual fans  Rare Beauty is lightweight makeup doesn't hide your beauty, rather it enhances the natural beauty one already possesses

5. Final Campaign     Thoughts ! Gomez utilizing her fans not only creates a strong brand image but instills consumer loyalty and builds a stronger rapport.  By continuously letting her brand positioning statement guide her campaigns and not going astray from it, she strengthens the trust-building pyramid fundamentals between consumer and brand .  Even though there's a high percentile of celebrities launching beauty lines, Gomez utilizing this campaign-style strategy showcases that she's not another celebrity stamping her name on a logo. Instead, she's genuine and sincere about wanting us, as a whole, to feel beautiful within our skin.  

6. Work Cited Parason , S. 2020 March 2. Selena Gomez recruits consumers to be the face of Rare Beauty. Cosmetic Business.