Selena Gomez is reshaping the makeup industry with her brand Rare Beauty by using everyday consumers rather than professional models in their campaigns. Gomez wants Rare Beauty to promote embracing uniqueness and not comparing oneself to others. By featuring non-models, Rare Beauty supports body positivity and presents more realistic and attainable beauty standards to customers. Gomez draws on her own past insecurities and aims to make consumers feel beautiful within themselves through the brand's messaging.

1. Rare
Beauty:
Consumers
Over Models
How Selena Gomez is
reshaping the make-up
industry!

2. Breaking
Tradition
• - Rare beauty is stepping away
from the framework of having
gorgeous models illustrate their
brand and instead opting for
everyday human beings who aren't
within the model industry to
promote their make-up campaign
• Selena Gomez states “I think Rare
Beauty can be more than a beauty
brand. I want us all to stop
comparing ourselves to each other
and start embracing our own
uniqueness,” she said. “You’re not
defined by a photo, a like or a
comment."

3. Supporting Body
Positivity
• Gomez utilizing consumers over
models further supports the brand
positioning statement, "Being rare is
about being comfortable with
yourself."
• When consumers walk into Sephora
to purchase Rare Beauty, they aren't
met with impossible beauty standards,
but instead met with a beautiful
everyday girl or boy who shines within
their individualized beauty.
• Gomez suffered from insecurities in
the past and had to delete Instagram
on multiple occasions because she,
too, had not felt good enough or pretty
enough. Knowing this, she tries to
make her consumers the center of
attention and considers their feelings
when launching any Rare Beauty
campaign.

4. Why This Campaign is
so Effective
• Being in the era of technology where social
media controls trends, and beauty
standards, this campaign is beyond
successful because it reminds each
individual that they are beautiful and
possess qualities nobody else harnesses
• Rare Beauty is reshaping what beauty
standards are by not utilizing models for
their campaigns, but actual fans
• Rare Beauty is lightweight makeup doesn't
hide your beauty, rather it enhances the
natural beauty one already possesses

5. Final Campaign
Thoughts !
• Gomez utilizing her fans not only
creates a strong brand image but
instills consumer loyalty and builds a
stronger rapport.
• By continuously letting her brand
positioning statement guide her
campaigns and not going astray from
it, she strengthens the trust-building
pyramid fundamentals between
consumer and brand.
• Even though there's a high
percentile of celebrities launching
beauty lines, Gomez utilizing this
campaign-style strategy showcases
that she's not another celebrity
stamping her name on a logo.
Instead, she's genuine and sincere
about wanting us, as a whole, to feel
beautiful within our skin.

6. Work Cited
• Parason, S. 2020 March 2. Selena Gomez recruits consumers to
be the face of Rare Beauty. Cosmetic Business.