Rare Beauty : Social Media New Product Campaign Analysis
How did Rare Beauty grow to be so successful? Lets identify some of their strategies when it comes to brand positioningSeptember 25, 2023
In the ever-changing world of beauty, Rare Beauty by Selena Gomez has carved out a unique niche for itself. With a high commitment to inclusivity and self-expression, Selena Gomez started this brand in 2019, since then, the brand has gained a dedicated following by beauty lovers as well as Selena Gomez fans. Recently, Rare Beauty took to Instagram to promote their latest product – an eyeshadow stick. The post featured a simple yet captivating video with Selena Gomez herself alongside women of various ethnicities and skin tones. This powerful imagery hinted that Rare Beauty's new product is designed for people of all backgrounds. In this blog post, we will dissect Rare Beauty's Instagram post, focusing on its target market, how it communicates the brand's position, and whether it effectively conveys its message.
Who is the Target Market for this Social Media Post?
Rare Beauty's target market has always been diverse and inclusive, and this social media post is a great example of that. The brand caters to a wide range of consumers who value makeup as a means of self-expression and empowerment. By showcasing women of different ethnicities and skin tones in the video, Rare Beauty is sending a clear message that this product is designed for everyone. The target market for this post includes makeup enthusiasts of all ages, backgrounds, and genders who appreciate makeup products that are not only high-quality but also inclusive. If you're a devoted Rare Beauty enthusiast, like me, you've likely noticed that Rare Beauty offers a more budget-friendly pricing structure compared to certain other beauty brands available at retailers like Sephora. In addition to their affordability, Rare Beauty's commitment to inclusivity places their products within the reach of a wider audience. This strategic pricing not only caters to makeup lovers who appreciate top-tier quality but also resonates with those who are passionate about supporting a brand that shares their values, adores Selena Gomez, and embraces accessible pricing. All these things contribute to the brand’s depth and is exemplified by the fact that many individuals naturally gravitate towards making a purchase, drawn in by all these brand elements.
How Does this Social Media Post Communicate their Position? PODs? POPs?
Positioning is crucial for any brand, and Rare Beauty's Instagram post does an excellent job of reinforcing its brand elements and positioning.
Points of Difference (PODs):
Celebrity Endorsement: Selena Gomez's presence in the video reinforces the brand's association with authenticity and individuality. The point of difference would be the founder Selena Gomez herself, although there are plenty of beauty brands with celebrity or influencer founders, Selena separates herself by positioning her brand as an inclusive, empower, and all about celebrating individuality. This intrigues users and brings out the uniqueness of the brand.
Performance and imagery: Rare Beauty distinguishes itself through a powerful blend of performance and imagery. Its commitment to delivering high-performance makeup products is mirrored in the brand's imagery, where a diverse array of models and influencers showcase the real-world effectiveness of Rare Beauty's offerings. Whether it's the vibrant pigments of their eyeshadows or the long-lasting wear of their foundations, Rare Beauty's performance aligns seamlessly with its imagery of inclusivity and authenticity.
Points of Parity (POPs): Even While Rare Beauty is well known for its distinct points of differentiation, it also carefully navigates the points of parity in the market to establish its brand positioning.
Product Category POP: Rare Beauty is under the cosmetics makeup category, like other brands in Sephora, which sells items including foundation, blush, contour, highlighter, bronzer, and other items. When people think of cosmetics, Rare Beauty is high on customer’s brand recognition. This impressive recognition owes much to the brand's expertly crafted marketing strategies. Rare Beauty's highly skilled marketing team consistently elevates brand awareness and recall, cementing the brand's place in the minds of customers as a leading choice in the cosmetics industry.
Competitive POP: The brand takes advantage of their uniqueness in the cosmetics industry, they have the celebrity endorsement, who promotes products that empowers woman, has that special attraction and personal feel to customers. In this regard, Rare Beauty competes effectively with brands such as Charlotte Tilbury and Haus Labs (Lady Gaga's beauty brand). However, where Rare Beauty truly breaks even and stands out in comparison to some competitors because their products promote natural and real beauty. Many of their products are less intense, giving more of a natural coverage and shows off their real and “rare beauty”.
· Correlational POP: Rare beauty focuses on empowering woman through embracing and celebrating your skin, your beauty. While the dedication to do so is admirable, there are certain negative correlations that could arise from this mission. Some could say that it may unintentionally ignore the male makeup population. In this Instagram post, you can see that it represents women and women of all ethnicities. As gender diversity becomes increasingly important in this industry. Rare beauty could have concerns about negative correlation in terms of points of parity. As Rare Beauty continues to evolve and expand, striking a balance between the empowering message for women and inclusivity for all gender identities will be crucial in maintaining a positive and progressive brand image.
Does it Communicate the Position Well or Not Well, and Why?
Rare Beauty’s new product post in my opinion effectively communicates their position extremely well and it clearly represents what the company’s values are as an inclusive, high-quality makeup brand. Here are a few reasons why:
· Empowerment/Inclusivity: The inclusion of women of various backgrounds, and skin tones aligns with the brand’s commitment to inclusivity. It was communicated clearly and straight to the point, making it relatable to a diverse audience.
· Quality of product: The eyeshadow stick’s modern packaging and look overall communicate quality and sophistication. The video is simple, but it doesn’t compromise the product’s visual appeal, making sure that it meets industry standards but standing out amongst its competitors with moderately priced make-up.
· Celebrity Endorsement: Selena’s presence adds authenticity to the brand, her fan base is what made the brand so successful. The mission of empowering women and to destigmatize mental illness adds value to her brand overall. Selena wants to “break down the unrealistic standards of perfection” by promoting inclusivity and educating people on mental health puts the brand in a clear and unique brand position. Her involvement is an essential element of Rare Beauty’s positioning strategy.
To sum it up, Rare Beauty’s Instagram post promoting the new eyeshadow stick effectively communicates its brand elements and positioning. Through showcasing inclusivity, quality of product, and Celebrity endorsement – Selena Gomez, Rare beauty inserts individuality and uniqueness in the beauty industry. Rare Beauty generates over $70 million in yearly revenue, a testament to the effectiveness of its marketing strategies. The brand will continue to develop in value. The meaning behind the brand will forever stay true to Selena Gomez’s vision for Rare Beauty.
Written by Sissi. H