Rare Beauty, founded by Selena Gomez, exemplifies the success of influencer-centric marketing, relying on community engagement rather than traditional ads. Despite launching its first major campaign five years post-launch, the brand was valued in the billions and embraced by Gen Z, thanks to platforms like TikTok. CMO Katie Welch emphasizes the importance of nurturing community ties and consistency in engagement, likening it to a lasting friendship. The brand prioritizes mental health and inclusivity, allowing it to rank as a top teen favorite, aligning with consumer values and adapting to changes effectively.
"The best ideas are going to come from your audience. Ask, listen, shape your brand around those real needs," said Welch, emphasizing audience engagement.
"Community is not a one-off campaign. It is a long-term commitment," Welsh stated, highlighting the importance of ongoing engagement in brand loyalty.
Collection
[
|
...
]