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Business Lessons from Rare Beauty by Selena Gomez ft. Their NEW Leaping Bunny Certification

Business Lessons from Rare Beauty by Selena Gomez ft. Their NEW Leaping Bunny Certification

Welcome, Babes!

I was mindlessly scrolling on Instagram when a post stopped me dead in my tracks. What caught my eye? A picture of a wiener dog with a PLUSH TOY of Rare Beauty's Soft Pink Liquid Blush, of course. After doing some digging, I discovered it's a new product they've launched to celebrate their NEW Leaping Bunny Certification. Isn't that the cutest thing ever? My own dog passed away nearly two months ago. Can you believe I purchased both plush toys, despite not having a dog in my household, ALONG with a luminous powder blush (their latest product in their cosmetic lineup)? 

Let's talk about Rare Beauty and their recent achievement that's got us all buzzing: the Leaping Bunny Certification. Selena Gomez isn't just dominating the music scene; she's a force to be reckoned with in the beauty world too. Selena Gomez is making major waves and Rare Beauty's commitment to cruelty-free practices is just one reason why we're all obsessed. So, grab your favorite skincare mask and settle in – I'm about to spill the tea on the business and marketing lessons we can learn from Rare Beauty's latest triumph.

Lesson Nº1: Purpose-Driven Branding Matters 🚀
Rare Beauty's mission to empower makeup enthusiasts to embrace their own uniqueness and commitment to mental health initiatives has made them stand out in the beauty space.

Now with a Leaping Bunny Certification, it exemplifies their dedication to making a positive impact beyond profit. Purpose-driven branding like this resonates with consumers who want to support brands that align with their values, leading to stronger brand loyalty and advocacy.

Rare Beauty isn't just another makeup brand – it's a movement. With their Leaping Bunny Certification, they're standing up for what they believe in: cruelty-free beauty. And guess what? Customers are here for it. Lesson two? Stand for something bigger than yourself. Whether it's sustainability, inclusivity, or just spreading good vibes, let your brand values shine through.

Lesson Nº2: Authenticity Drives Engagement 🌟

Rare Beauty's commitment to mental health and cruelty-free beauty isn't just a marketing strategy – it's a reflection of their authentic brand values. By staying true to their mission, they've built a loyal community of supporters who resonate with their message.

Selena Gomez didn't just slap a bunny logo on Rare Beauty's products and call it a day – oh no. From day one, she's been all about authenticity. Whether it's sharing her own mental health journey or being transparent about the brand's values, Rare Beauty keeps it real. Lesson learned? Being true to yourself and your brand is key. Customers can sniff out a fake from a mile away, so stay authentic, babes!

Lesson Nº3: Innovation Sparks Buzz 🔥

Rare Beauty's leaping bunny certification showcases their dedication to making a positive impact beyond profit. Purpose-driven branding like this resonates with consumers who want to support brands that align with their values, leading to stronger brand loyalty and advocacy.

Cute dog photos are highly shareable on social media platforms, generating organic buzz and potentially reaching new audiences through user-generated content.

Correct me if I'm wrong, but I think this might be the first time a beauty brand launches pet toys resembling their best selling products.

Lesson Nº4: Brand Expansion is Important 📈
By releasing dog toys, Rare Beauty aligns their brand with pet lovers and animal welfare advocates, tapping into a passionate and engaged audience segment. Pets are beloved members of many families, and associating their brand with something that brings joy to pet owners creates a positive emotional connection.

The release of dog toys allows Rare Beauty to tell a compelling story about their commitment to cruelty-free products and their leaping bunny certification, reinforcing their brand values. Dog owners may not have been previously aware of Rare Beauty, but the release of dog toys could introduce them to the brand and potentially expand their customer base.

Lesson Nº5: Focus on Accessibility ♿️

Rare Beauty's Made Accessible Initiative  aims to improve product packaging to better serve all users, particularly those with mobility or dexterity challenges. By partnering with the Casa Colina Research Institute, Rare Beauty seeks to understand and implement design elements that enhance accessibility. This strategic move not only aligns with the brand's values but also positions Rare Beauty as a leader in inclusive beauty practices, potentially attracting a wider customer base seeking products that prioritize usability and inclusivity.

Lesson Nº6: Unique Packaging Makes a Statement

I consider myself a makeup enthusiast through and through, and ever since Rare Beauty entered the beauty industry, I've noticed their strong emphasis on creating effective products with beautifully designed custom packaging. As both a marketer and makeup enthusiast, I appreciate their conscious effort to prioritize user-friendly packaging, including finishes that provide a secure grip and applicators that are comfortable to handle and use with precision. Through extensive research, they've made their products accessible and unique, with cap designs that minimize resistance for easy opening and bottle finishes that offer a firm grip and prevent slipping.

Lesson Nº7: Impactful Partnerships

Rare Beauty's strategic partnerships have been instrumental in their success. Collaborating with influencers, colleges, experts, and like-minded brands has helped them expand their reach, amplify their message, and attract new customers. Partnering with the right allies can open doors and drive growth.

They've also hosted various influencer events to promote their products and brand. These events often focus on inclusivity, empowerment, and celebrating individual beauty. It's a great way to showcase their latest release, share makeup tips and tutorials,, and generate awareness around the brand. The events often feature interactive experiences, such as makeup demonstrations, product testing stations, and opportunities for influencers to create content for their social media channels. Not only do these events serve as a platform to engage with its target audience but it also builds relationships with these influences and increase brand visibility in the beauty community.

Lesson Nº8: Share Your Story

One thing I love about Rare Beauty? They're not afraid to get personal. Selena Gomez's own experiences with beauty and self-expression are woven into the fabric of the brand. Lesson number eight? Share your story. Whether it's on social media, your website, or even in your product descriptions, let your customers get to know the face behind the brand. It's all about building that connection, babe.

Lesson Nº9: Celebrate Your Wins

Rare Beauty didn't just quietly add the Leaping Bunny logo to their packaging – they shouted it from the rooftops. And why not? It's a huge accomplishment, and they deserve to celebrate. Lesson nine? Don't be afraid to toot your own horn. Whether it's a new certification, a killer collab, or just hitting a milestone, celebrate those wins, babe. You've earned it.

Keep Pushing Forward, Babe.

Finally, Rare Beauty's Leaping Bunny Certification is just the beginning. They're constantly innovating, listening to customer feedback, and finding new ways to make the beauty industry better. Whether you're a beauty mogul like Selena or just starting out, there's always room to grow and improve. 

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So, put on your favorite lipstick, babes, and let's keep slaying the game together!

Much love and success,

Marie Ann Altuve