{"id":17494,"date":"2025-03-13T13:00:00","date_gmt":"2025-03-13T12:00:00","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=17494"},"modified":"2025-03-11T03:48:01","modified_gmt":"2025-03-11T02:48:01","slug":"influencer-marketing-case-study","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/influencer-marketing-case-study\/","title":{"rendered":"Influencer Marketing Case Study: How Rare Beauty Built a $300M+ Brand"},"content":{"rendered":"\n

How did a brand born at the height of a global pandemic generate $60 million in its first year? How did they grow to over $350 million<\/a> in just 3 years? Rare Beauty is living proof that a well executed influencer marketing campaign<\/strong> can lead to success. Let’s take a closer look at this influencer marketing<\/a> case study so you can replicate the best practices and adapt them to your brand.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Rare Beauty: What Makes it Different from Any Other Celebrity Brand<\/h2>\n\n\n\n

Back in August 2020, Selena Gomez announced the launch of a new makeup brand with the promise that people would enjoy wearing it <\/strong>to feel real, authentic, and beautiful just as they are. Without having to hide their uniqueness.<\/p>\n\n\n\n

The video of this announcement has over 723,000 views<\/strong>. Comments began pouring in from people all over the world. However, some of them were just there to push back, saying “just another celebrity brand” kind of comments.<\/p>\n\n\n\n

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<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CDeWjUXHNZh\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CDeWjUXHNZh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CDeWjUXHNZh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A post shared by Rare Beauty by Selena Gomez (@rarebeauty)<\/a><\/p><\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/code><\/pre>\n\n\n\n
<\/p>\n\n\n\n
She was quickly able to prove them wrong. Selena managed to create a perfect alignment <\/strong>between her makeup brand and who she is, the values she represents, and her story and struggles.<\/p>\n\n\n\n
A quick look at her website<\/a> will give you a better idea.<\/p>\n\n\n\n
<\/p>\n\n\n
\n
\"Rare<\/figure><\/div>\n\n\n
<\/p>\n\n\n\n
Since the launch announcement, she has centered her brand’s messaging and marketing strategy around storytelling<\/strong>, the importance of mental health<\/strong>, and the lives of the people who wear Rare Beauty makeup.<\/p>\n\n\n\n
This approach has allowed her to differentiate her brand from any other celebrity entrepreneurial venture.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Influencer Marketing Case Study: The Rare Beauty Approach to Marketing<\/h2>\n\n\n\n
Being owned by a celebrity certainly helps draw attention, but it’s not enough. We’ve seen many such brands fail time and time again.<\/p>\n\n\n\n
Rare Beauty was born during the hectic times of the pandemic and still managed to generate millions of dollars in its first year. <\/p>\n\n\n\n
\u26a0\ufe0fWhy? Because it was able to set itself apart from the competition <\/strong>by emphasizing two main things:<\/p>\n\n\n\n
    \n
  1. The quality of its products<\/strong><\/li>\n\n\n\n
  2. The brand’s values: inclusivity, authenticity, self-acceptance and mental health.<\/strong><\/li>\n<\/ol>\n\n\n\n
    <\/p>\n\n\n
    \n
    \"The
    Source: Rare Beauty<\/a><\/figcaption><\/figure><\/div>\n\n\n
    <\/p>\n\n\n\n
    This combination allowed Selena to create a brand that resonates with millions of people out there. People who want to feel comfortable just being who they are without worrying about what others think.<\/p>\n\n\n\n
    <\/p>\n\n\n\n
    Marketing Best Practices<\/h3>\n\n\n\n
    The brand’s marketing messaging revolves around the Selena Gomez story<\/strong>. Who she is, her struggles with mental health, her views on beauty, her fight to help everyone accept who they are and how they look.<\/p>\n\n\n\n
    Go to their social media<\/strong> accounts<\/strong><\/a> <\/strong>and you’ll see how many of their posts feature Selena, whether she’s sharing a message, wearing a product, making a trending video, or even with another influencer or well-known artist, but Selena is there using and spreading the word about her brand.<\/p>\n\n\n\n
    <\/p>\n\n\n\n
    \"\"<\/figure>\n\n\n\n
    <\/p>\n\n\n\n
    But she doesn’t stop there. They go the extra mile and use TikTok<\/a> and Instagram<\/a> to connect with their audience and build a community.<\/p>\n\n\n\n
    They create short videos (usually under 10 seconds) that feature real people,<\/strong> thriving on authenticity and making them feel relatable to the target audience.<\/p>\n\n\n\n
      \n
    1. \ud83d\udc84Product showcases.<\/li>\n\n\n\n
    2. \ud83d\ude02Fun and relatable situations.<\/li>\n\n\n\n
    3. \ud83d\udcaaInspiring and empowering.<\/li>\n\n\n\n
    4. \ud83d\udcfd\ufe0fTutorials.<\/li>\n<\/ol>\n\n\n\n
      In other words, they make their content relatable<\/strong>, but most importantly, human-centered<\/strong>. They do this through Selena, but they also do it by having beauty creators of different nationalities, genders, and ages.<\/p>\n\n\n\n
      <\/p>\n\n\n\n
      Influencer Marketing Campaign<\/h3>\n\n\n\n
      The other piece that has helped Rare Beauty succeed in a very competitive field is the use of influencers. Selena Gomez herself is not only the woman behind the brand, but also, as we mentioned, the face of the brand.<\/p>\n\n\n\n
      <\/p>\n\n\n
      \n
      \"Rare<\/figure><\/div>\n\n\n
      <\/p>\n\n\n\n
      With more than 421 million followers on Instagram and 58.4 million on TikTok, she has taken on the challenge of destigmatizing mental health and celebrating individuality by redefining what “beautiful” means.<\/p>\n\n\n\n
      <\/p>\n\n\n\n
      <blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@selenagomez\/video\/7478775623247236398\" data-video-id=\"7478775623247236398\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@selenagomez\" href=\"https:\/\/www.tiktok.com\/@selenagomez?refer=embed\">@selenagomez<\/a> Letting my fianc\u00e9 do my makeup using @Rare Beauty \u2665\ufe0f @benny blanco <a target=\"_blank\" title=\"\u266c Call Me When You Break Up - Selena Gomez &#38; benny blanco &#38; Gracie Abrams\" href=\"https:\/\/www.tiktok.com\/music\/Call-Me-When-You-Break-Up-7473250430513448976?refer=embed\">\u266c Call Me When You Break Up - Selena Gomez &#38; benny blanco &#38; Gracie Abrams<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/code><\/pre>\n\n\n\n
      But she is not the only influencer for the brand. Rare Beauty has a huge collection of well-known (especially by Gen Z) influencers, including<\/p>\n\n\n\n