Rare Beauty’s Chief Marketer on Winning Gen Z Through Community-Oriented Marketing
In an era where consumers are increasingly skeptical about traditional advertising methods, brands are shifting their focus toward building authentic connections with their audiences. Rare Beauty, the cosmetics brand founded by Selena Gomez, has emerged as a prime example of this trend, particularly in its efforts to engage Gen Z. At South by Southwest (SXSW), Katie Welch, Rare Beauty’s Chief Marketing Officer, shared insights into the brand’s journey towards launching a successful marketing campaign that prioritizes community engagement.
Welch emphasized that the path to developing a brand campaign is not a quick sprint but rather a marathon that requires patience, understanding, and a genuine commitment to the community. “Community is a two-way street,” she noted during her presentation, highlighting that the relationship between a brand and its audience must be reciprocal. This philosophy is central to Rare Beauty’s mission, as it focuses not only on selling products but also on fostering a supportive environment for its customers.
Understanding Gen Z’s Values
To effectively reach Gen Z, brands must first understand the unique values that this generation holds dear. According to research, Gen Z prioritizes authenticity, inclusivity, and social responsibility. They are digital natives who have grown up in a world dominated by social media, which has shaped their perspectives and expectations. Welch pointed out that Rare Beauty’s approach to marketing aligns closely with these values, making it easier for the brand to resonate with younger consumers.
For example, Rare Beauty has positioned itself as a champion of mental health awareness, a cause that deeply resonates with Gen Z. By collaborating with organizations like the Rare Impact Fund, which aims to raise $100 million for mental health services, the brand demonstrates its commitment to social issues that matter to its audience. This strategy not only enhances brand loyalty but also encourages community engagement, as consumers feel they are part of a larger movement rather than just passive buyers.
The Power of Community in Marketing
Welch outlined several key strategies that Rare Beauty employs to harness the power of community in its marketing efforts. One primary tactic is leveraging user-generated content (UGC). By encouraging customers to share their own experiences with Rare Beauty products on social media, the brand creates a sense of community ownership. This not only provides authentic testimonials but also allows consumers to see real people using the products, which can influence purchasing decisions more effectively than traditional advertisements.
For instance, campaigns that invite users to share their “no-makeup” makeup looks or personal stories about self-acceptance have proven successful. Rare Beauty actively engages with these posts, further strengthening the connection between the brand and its audience. Welch stated that this engagement is vital, as it builds trust and fosters a sense of belonging among consumers.
Building a Two-Way Dialogue
Another critical aspect of Rare Beauty’s marketing strategy is the emphasis on building a two-way dialogue with its customers. Unlike many brands that adopt a one-sided communication approach, Rare Beauty encourages feedback and actively listens to its community. Welch explained that the brand regularly conducts surveys and seeks input from its audience to inform product development and marketing strategies.
This commitment to listening pays off in multiple ways. Not only does it help the brand create products that meet the needs and desires of its consumers, but it also cultivates a loyal customer base. When people feel that their opinions matter, they are more likely to engage with the brand and become advocates within their own networks.
Conclusion: The Future of Community-Oriented Marketing
Katie Welch’s insights at SXSW underscore the importance of community-oriented marketing in today’s retail landscape. As Rare Beauty continues to capture the attention of Gen Z, it sets a precedent for other brands aiming to connect with younger audiences. By prioritizing authenticity, inclusivity, and a genuine dialogue with consumers, brands can foster a sense of community that not only drives sales but also creates lasting relationships.
In a world where consumers demand more than just products, those brands that invest in community-building will emerge as leaders in the market. Rare Beauty’s approach serves as a powerful reminder that marketing is not just about transactions; it’s about creating meaningful connections that resonate deeply with the audience.
community marketing, Gen Z, Rare Beauty, Katie Welch, brand engagement