Rare Beauty, founded by American singer, songwriter, actress and influencer Selena Gomez in September 2020, announced that its products will launch in Australia on August 5, 2021. The celebrity-owned beauty brand takes a unique approach that aims to break through unrealistic standards of beauty. The brand was created at a time when beauty standards among people around the world are gradually changing to become more inclusive and celebrate individuality. Australian consumers are influenced by these global trends, as evidenced by GlobalData’s first quarter 2021 consumer survey, in which 63% of consumers said their purchasing choices are somewhat, often or always determined by the evolution of the world around them.*.
The brand was launched at the same time as the Rare Beauty Impact Fund, which aims to raise $ 100 million within ten years to support people with mental health problems, an issue on which its famous founder is vocal. According to the World Health Organization (WHO), mental health is one of the most neglected areas of public health, despite around one billion people worldwide suffering from some form of mental disorder and one person who commits suicide every 40 seconds.^. The Covid-19 pandemic has only worsened the prevalence of mental illness^. The brand’s initiatives to support such a relevant topic will attract 26% of Australian millennials who say supporting social causes is a key buying driver*.
In addition, the brand claims to be making a conscious effort to limit packaging waste where possible and plans to phase in post-consumer recycled material into its packaging from 2021. The brand claims to use Forest certified products. Stewardship Council (FSC), from responsible sources. , 100% recyclable materials, with water-based inks for printing, for the outer packaging of its products. It also claims that the shipping boxes and every item they contain are made from 100% recyclable or reusable materials. Plus, the brand is certified cruelty-free and vegan by PETA’s Global Beauty Without Bunnies. This will resonate strongly with a third of Australian consumers whose product choices are often or always influenced by the degree of ethics, respect for the environment or social responsibility of the product or service.*.
According to the same survey, 40% of Australian consumers say their choice of product / service is often or always influenced by how they are tailored to their needs and personality. With this in mind, Rare Beauty is marketed as a brand that celebrates the uniqueness and natural beauty of any individual. Therefore, the brand boasts of including diversity in terms of age, gender and race. For example, Rare Beauty’s product line includes 48 different shades of foundation and concealer to match the natural skin tones of different people.
The beauty brand has seen success in North America through social media marketing and plans to replicate the same strategy in Australia. Rare Beauty garnered 2.5 million Instagram followers worldwide in the year since launch. The brand aims to create a large global community that helps uplift the company. Notably, he uses “real people” in his campaigns, with positive and uplifting content, in what can be a highly organized and filtered digital space. With over 240 million followers on Instagram, founder Selena Gomez also advertises Rare Beauty online.