Harnessing the Power of TikTok: Selena Gomez’s Rare Beauty's Stellar Marketing Strategy
Selena Gomez, known for her successful career as a singer, actress, and producer, has now made a signigicant impact in the beauty industry with her brand, Rare Beauty. She began her journey in entertainment as an actress on Disney Channel's "Wizards of Waverly Place," and later became a music sensation. Following in the footsteps of other singers like Rihanna, Lady Gaga, and Ariana Grande, Selena launched Rare Beauty in 2020. Her goal is to promote mental health and celebrate individuality. By leveraging her vast fan base, Selena has seamlessly transitioned from music to makeup, making Rare Beauty a popular name.
Key Elements of Rare Beauty’s TikTok Success
Rare Beauty uses TikTok to:
Identify the most effective types of content
Recognize the creators who resonate best with their audience
Optimize the impact of Selena Gomez's involvement
Keep their content strategy fresh by following trends
Impressive Statistics
16% Longer watch time on creator content compared to branded posts
18% Of total campaign views from TikTok ads featuring creators
98% Of total campaign conversions driven by creator content
Rare Beauty's Awards and Recognition
Rare Beauty has been recognized for its innovative approach and impactful mission. The brand has received several awards, including:
Allure Best of Beauty Award for multiple products
Refinery29 Innovator Award for Beauty Brand of the Year
Glamour Beauty Award for Best New Brand
CEW Beauty Award for Indie Brand of the Year
Rare Beauty's Mission and Challenge
Rare Beauty was created to change beauty standards and promote mental health awareness. On TikTok, the brand showcases the personalities of Selena Gomez and creators who genuinely use and love its products. With Selena’s star power leading the way, Rare Beauty stays relevant and engaging by actively participating in the fast-paced world of TikTok.
Celebrity Influence and Creator Power
While Selena Gomez boosts visibility, Rare Beauty also works with a network of creators. By tracking key metrics like watch time, engagement rate, and reach, the team can feature Selena at the best times. Videos with Selena get 30% more video views on average, showing the smart use of her influence.
Empowering Creators
Rare Beauty collaborates with TikTok creators for makeup tutorials and mental wellness tips. By analyzing which creators and content styles work best, the brand ensures its videos are engaging and educational. Influencers like Mikayla Nogueira, NikkieTutorials, and Bretman Rock have praised Rare Beauty's products, boosting the brand's credibility and reach.
Maximizing Paid Campaigns
Rare Beauty’s paid TikTok campaigns, managed with Booyah Advertising, bring great results. Ads featuring Selena drive 70% more video views to completion than other ads. Creator ads are the top performers for conversions, driving nearly 98% of recent campaign conversions. This shows that relatable and educational content strongly influences viewers' buying decisions.
Active Engagement on Social Media
Rare Beauty is very active on social media, consistently interacting with creators who promote their products. The brand engages with its community by commenting on posts, sharing user-generated content, and recognizing creators’ efforts. This active engagement helps build a loyal community and keeps the brand top-of-mind among its audience.
Rare Beauty also shares creative content like PR package unboxings. In this video, a creator shows off a cute and creative mini tote bag full of mini Rare Beauty products: https://www.tiktok.com/t/ZPRoCyoUQ/
Insights from Rare Beauty’s TikTok Strategy
Build Creator Partnerships: Collaborate with a diverse range of creators to expand your brand’s reach.
Identify Relatable Creators: Find creators who resonate with your target audience beyond high-profile influencers.
Entertain and Educate: Focus on content that entertains and educates to drive engagement and shares.
Pro Tips for Maximizing TikTok ROI
Leverage TikTok Insights: Measure key metrics like average time watched, engagement rate, and reach to find top-performing content.
Track Creator Performance: Analyze effective creator partnerships and content types.
Stay Trend-Savvy: Keep up with trending sounds and content to stay relevant.
Rare Beauty's Hands-On Leadership
Unlike some celebrity brands where the founder might take a backseat, Selena Gomez is deeply involved in the creative process at Rare Beauty. She serves as the CEO and actively participates in product development and brand strategy. This level of involvement sets Rare Beauty apart, ensuring the products reflect Selena's vision and authenticity.
The Rare Beauty Difference
Rare Beauty’s smart use of TikTok has set a new standard for social media marketing in the beauty industry. By combining Selena Gomez’s star power with authentic creator content and active social media engagement, Rare Beauty has effectively engaged a wide audience, driving both brand loyalty and conversions. This approach not only boosts sales but also furthers the brand’s mission to celebrate individuality and mental wellness.
Commitment to Diversity and Quality
Rare Beauty’s commitment to diversity is evident in its product range. The brand recently released a pressed powder available in 14 different shades, far exceeding the typical 3-5 shades offered by many other brands. This dedication to inclusivity ensures that all customers can find products that suit their skin tones, further solidifying Rare Beauty’s place in the market.
Rare Beauty's products are also known for their high pigmentation, ensuring customers get the most out of their purchases. The liquid blush, in particular, has received rave reviews for its intense color payoff. In this video, Charli D'Amelio demonstrates how just a small dot of the blush goes a long way:
This focus on quality and inclusivity has helped Rare Beauty build a loyal customer base that appreciates both the performance of the products and the values the brand stands for.
Written By ~ Anisha Putcha