Rare Beauty, the cosmetics brand founded by actor-singer Selena Gomez, has launched a global campaign in support of its second fragrance. Both the campaign and the eau de parfum are named Rare Beginnings.
A 45-second hero spot directed by Hans Neumann features Gomez and draws inspiration from Greek mythology, using the idea of the nymph as a metaphor for self-revelation, per details shared with Marketing Dive. The video transforms a studio set into a moss-covered environment full of flowers and footage projected on veiled fabric.
The campaign includes social, out-of-home, retail and paid digital in key markets. Still photography features both Gomez and the fragrance and aims for still, painterly compositions rather than energetic ones typical of beauty campaigns, per press details. The campaign’s nod to Greek mythology is well-timed as “The Odyssey” continues to rule at the box office.
“Rare Beginnings” was created with Fred & Farid Paris, which bills itself as a long-term creative partner to the beauty brand. The agency’s Los Angeles shop was behind Rare’s first global brand campaign, 2024’s “Every Side of You.”
“Rare Beauty has spent five years giving people permission to be seen as they are. Rare Beginnings turns that same idea into a feeling: the moment someone opens up instead of closing down. It's the most natural next chapter the brand could write,” Frédéric Raillard, co-founder and CEO at Fred & Farid, said in a statement.
Founded in 2020, Rare Beauty has an estimated valuation of $2.7 billion and was the second most popular beauty brand in Piper Sandler’s most recent Taking Stock With Teens report. Originally available only at Sephora, the brand in February expanded to Ulta Beauty and broke the retailer’s record for launch-day sales. However, the new fragrance is exclusively available at Sephora, a spokesperson confirmed.
Along with using Gomez as the face of its marketing, Rare Beauty this month tapped Ella Bright, one of the stars of Prime Video’s “Off Campus,” as its first brand ambassador. Brands including American Eagle and Liquid I.V. have looked to tap into interest around the hit streaming show.
