Brand Tracker

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Global

Rare Beauty draws inspiration from Greek mythology for global campaign

Campaign: Rare Beginnings

Source: https://www.marketingdive.com/news/rare-beauty-draws-inspiration-from-greek-mythology-for-global-campaign/826225/

Goal: To promote Rare Beauty's second fragrance

Claim: Rare Beginnings turns the idea of self-revelation into a feeling

Media: Social, out-of-home, retail, and paid digital

Summary: Rare Beauty, founded by Selena Gomez, has launched a global campaign for its second fragrance named Rare Beginnings, which draws inspiration from Greek mythology. The campaign features a hero spot directed by Hans Neumann, focusing on themes of self-revelation through a nymph metaphor. The initiative includes various media channels and showcases still photography with a painterly approach. The fragrance is exclusively available at Sephora.

Croatia

Selena Gomez Leads Rare Beauty into the World of Greek Mythology

Brand: Rare Beauty

Campaign: Rare Beginnings

Source: https://www.media-marketing.com/vijesti/selena-gomez-vodi-rare-beauty-u-svijet-grcke-mitologije/

Goal: To position the brand around the acceptance of one's appearance and identity.

Media: Social media, digital channels, outdoor advertising, retail spaces

Summary: Rare Beauty launched its global campaign 'Rare Beginnings,' featuring Selena Gomez as a nymph from Greek mythology, symbolizing the opening and vulnerability of self-identity. The 45-second film diverges from typical beauty advertising by creating a slower, more intimate visual world. The campaign emphasizes atmosphere over product demonstration and is displayed across various media channels.

beauty campaign Greek mythology identity Selena Gomez