Rare Beauty’s Chief Marketer on Winning Gen Z Through Community-Oriented Marketing
In an era where authenticity resonates deeply with consumers, Rare Beauty is setting the standard for how brands can connect with Gen Z through community-oriented marketing. During the recent SXSW festival, Katie Welch, Chief Marketing Officer of Rare Beauty, shared insights about the brand’s approach to building a loyal community and the strategies that have contributed to its success.
Rare Beauty, founded by Selena Gomez, was launched with a mission to challenge unrealistic beauty standards and promote self-acceptance. This mission is at the core of their marketing strategies, enabling them to resonate with a younger audience that values authenticity and social responsibility. The emphasis on community is not merely a trend; it is a foundational aspect of Rare Beauty’s branding that has proven effective in cultivating a devoted customer base.
Welch emphasized that community is a two-way street. It is not just about broadcasting messages but actively listening to the audience and engaging with them. For Rare Beauty, this means creating platforms where consumers feel heard and valued. The brand has utilized social media as a powerful tool for interaction. Instead of using these platforms solely for promotional content, Rare Beauty encourages user-generated content, allowing customers to share their own stories and experiences with the products. This strategy fosters a sense of belonging and encourages consumers to feel like part of the Rare Beauty family.
One successful example of this community-oriented approach is the #RareBeautyChallenge on TikTok, which encourages users to share their makeup looks while expressing their unique beauty. This campaign not only showcases the brand’s products but also highlights the diversity and individuality of its consumers. The challenge has garnered millions of views, demonstrating how effective community-driven initiatives can enhance brand visibility and engagement.
Moreover, Rare Beauty has established a partnership with mental health organizations, aligning its mission with social causes that resonate with Gen Z. The brand donates a percentage of its sales to support mental health initiatives, reinforcing its commitment to creating a positive impact. This alignment with social responsibility has proven to be a significant draw for younger consumers who prioritize brands that reflect their values.
Welch also pointed out the importance of authenticity in marketing messaging. Gen Z consumers can easily spot inauthenticity, and brands that fail to present themselves genuinely risk losing their trust. By maintaining transparency in their business practices and being open about their mission, Rare Beauty has built a reputation for authenticity that appeals to this demographic.
In addition to social media campaigns and partnerships, Rare Beauty has taken a hands-on approach to community engagement through events and collaborations. For example, the brand has hosted pop-up events that bring consumers together to experience the products in a welcoming environment. These events not only allow customers to try the products but also create an opportunity for them to connect with each other and share their experiences. By fostering real-life interactions, Rare Beauty strengthens its community ties and enhances customer loyalty.
Another critical aspect of Rare Beauty’s strategy is its commitment to inclusivity. The brand offers a wide range of shades and products designed to cater to diverse skin tones and types. This inclusivity resonates with Gen Z, who increasingly demand representation and diversity from the brands they support. By prioritizing inclusivity in its product offerings and marketing campaigns, Rare Beauty positions itself as a brand that truly understands and values its consumers.
As Rare Beauty continues to grow, Welch emphasizes the need for ongoing innovation in its community-oriented marketing approach. Understanding that the landscape of consumer behavior is constantly changing, the brand remains committed to evolving its strategies to meet the needs and desires of its audience. By fostering a culture of feedback and adaptability, Rare Beauty aims to stay ahead in the competitive beauty industry.
In conclusion, Rare Beauty’s success in winning over Gen Z lies in its unwavering commitment to community-oriented marketing. By prioritizing authenticity, inclusivity, and social responsibility, the brand has created a loyal customer base that feels genuinely connected to its mission. As other brands look to capture the attention of younger consumers, the lessons learned from Rare Beauty’s approach serve as a valuable blueprint for navigating this complex landscape.
community marketing, Gen Z engagement, Rare Beauty, social responsibility, inclusive beauty