Podcast ¦ Uncensored CMO: Rare Beauty the story behind the success of Selena Gomez’s make up brand – Katie Welch

Key Takeaways

• Authenticity in Branding: Rare Beauty thrives on its authenticity, aiming to create a welcoming space in beauty that reflects Selena Gomez’s values and experiences.
• Community Engagement: The brand focuses on building a community around mental health, actively engaging with consumers, creating friendships, and facilitating connections.
• Consumer-Centric Brand Development: Rare Beauty was built with input from the community, making its strategy more relatable and resonant.
• Effective Use of Social Media: The rapid growth of the brand is largely attributed to its effective use of social media platforms, particularly TikTok and Instagram, tailored to resonate with its target audience.
• Importance of Mental Health: The integration of mental health advocacy into the brand ethos reflects a contemporary understanding of societal issues and consumer needs.
• Collaboration and Team Dynamics: Open communication and effective collaboration within the team are crucial to managing the brand’s rapid growth.
• Adaptability: The brand’s success during the COVID-19 pandemic was achieved through rapid adaptation, utilising unconventional methods for marketing when traditional avenues were obstructed.
• Specialized Product Launches: Rare Beauty’s strategy includes launching multiple collections annually, ensuring precise coordination among team members to maintain messaging integrity and operational efficiency.
• Education and Empowerment: The brand promotes education in beauty techniques and industry knowledge, particularly through mentoring and sharing experiences on platforms like TikTok.
• Cultural Sensitivity: Rare Beauty recognises the cultural landscape and strives to keep pace with shifting demands and expectations in beauty standards.
• Focus on Internal Culture: The brand models its external branding strategies internally, establishing a supportive workplace that emphasises mental health and wellness.
• Diversity in Marketing: The brand engages diverse individuals and narratives, putting a spotlight on personal stories to foster inclusivity and representation.

Key Statistics

• Rare Beauty garnered 20,000 responses to a community engagement call before launching, indicating immediate consumer interest.
• The brand’s social media presence includes approximately 12 million followers across various platforms.
• The internal community platform engaged 80,000 members, further cultivating brand loyalty.

Key Discussion Points

1. The origin and inspiration behind Rare Beauty and Selena Gomez’s vision.
2. Challenges faced during the startup phase, particularly amid the COVID-19 pandemic.
3. The role of authenticity in marketing and the brand’s connection to mental health.
4. How product development decisions reflect community input and participation.
5. The importance of social media for brand growth and community interaction.
6. Strategies for handling rapid scale and product launches in the beauty industry.
7. The significance of creating a positive workplace culture focused on mental health.
8. The application of teamwork and collaboration practices in a fast-paced environment.
9. Insights gained from community interactions and their influence on brand strategy.
10. The impact of Selena Gomez’s personal brand on Rare Beauty’s marketing efforts.
11. Practices implemented for continuous improvement and adaptability within the brand.
12. The shift from traditional marketing methods to innovative approaches during unpredictable times.

Podcast Description

In this episode of Oncensored CMO, host John Evans sits down with Katie Welsh, Chief Marketing Officer of Rare Beauty, the innovative beauty brand founded by Selena Gomez. The discussion explores the brand’s unique ethos, centred around authenticity and mental health, its rapid growth during the global pandemic, and the insights gained from creating a community-focused beauty brand. Katie shares her journey through the beauty industry, revealing the challenges and triumphs faced as Rare Beauty carved out its niche in an increasingly competitive landscape, while emphasising consumer engagement and social media strategy.