Rare Beauty says it built its success by prioritizing community over ads. CMO Katie Welch compared her community-focused marketing strategy to maintaining a long-lasting friendship, which makes sense for attracting a generation that expects brands to connect with them personally, not just sell. A big part of that has been Rare Chats, a series of virtual (and now in-person) meetups where fans can connect and talk about everything from beauty to mental health. This, again, resonates with young consumers, 82% of whom want brands to support mental health initiatives according to YPulse. On top of that, Rare Beauty has leaned into influencer-driven marketing, letting passionate creators and Selena Gomez herself be the face of the brand, and YPulse has long reported that Gen Z values brands that feel personal and authentic. (Marketing Dive)
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