Insight of the Day: Rare Beauty CMO on winning Gen Z through community-oriented marketing
- InsightTrendsWorld
- Mar 12
- 9 min read
How:
Rare Chats: They hosted weekly Zoom calls, called "Rare Chats," to connect with their followers. These calls became a signature element of their community engagement, even before they had products to sell.
In-Person Meetups: "Rare Chats" transitioned from online Zoom calls to real-world meetups like hikes, breathwork sessions, and Sephora shopping trips, fostering in-person connections.
Mental Health Summits: They host regular summits focused on mental health, bringing their community together around their core brand purpose.
Rare Beauty Mental Health Council: They established a council of experts in mental health to guide their initiatives and demonstrate genuine commitment to the cause, involving the community in their purpose.
Rare Beauty Mental Health Fund: They created a fund supporting 30 non-profit organizations, directly linking their brand to community support and social impact.
"Every Side of You" Campaign: Their first global campaign spotlighted diverse members of their community, making their audience the faces of the brand and emphasizing inclusivity.
Listening and Asking: They actively solicit feedback from their audience and shape their brand based on those real needs, demonstrating that they value community input.
Consistent Engagement: They show up consistently for their community, viewing it as a long-term commitment rather than a one-off campaign.
Focus on Sentiment over KPIs: They prioritize understanding community sentiment and ensuring people feel valued and engaged, rather than solely focusing on traditional marketing KPIs for community initiatives.
Why is it Trending?
This topic is trending because it highlights a successful and modern marketing strategy that resonates deeply with Gen Z, a highly influential consumer demographic. Rare Beauty's community-first approach, prioritizing authenticity and genuine connection over traditional advertising, offers valuable lessons for brands seeking to engage this generation effectively in 2025 and beyond. The brand's impressive growth and valuation further amplify the relevance and interest in their strategy.
Overview
The article discusses Rare Beauty's marketing strategy, led by CMO Katie Welch, which prioritizes community building and authentic engagement over traditional advertising. Founded by Selena Gomez, Rare Beauty spent nearly five years cultivating a strong online community before launching a major ad campaign. Their success, particularly with Gen Z, is attributed to their influencer-first approach, focus on transparency and trust, and commitment to a brand purpose centered around mental health and inclusivity.
Detailed Findings
Community-First Approach: Rare Beauty prioritized building a community online for five years before a major ad campaign, relying on word-of-mouth and influencer marketing.
Authenticity and Transparency: CMO Katie Welch emphasizes the importance of trust and two-way communication, comparing community building to nurturing a friendship.
Consistent Engagement: Rare Beauty maintains consistent communication with its community through initiatives like "Rare Chats" (weekly Zoom calls, later in-person meetups).
Brand Purpose Driven: Rare Beauty's mission is centered around mental health support and self-acceptance, aligning with Selena Gomez's personal experiences and Gen Z values.
Inclusivity and Diversity: The brand prioritized inclusivity from the start, ensuring diverse representation in their community and product development.
Real-World Connection: Rare Beauty translated online community engagement into real-world activations like summits and in-person meetups to foster deeper connections.
Delayed Traditional Advertising: Rare Beauty waited nearly five years before launching a major global ad campaign ("Every Side of You"), focusing first on community building.
Success Metrics Beyond KPIs: Rare Beauty measures community engagement success through sentiment and genuine participation rather than solely traditional KPIs.
Brand Purpose as Core Ethos: Rare Beauty emphasizes that brand purpose must be deeply ingrained and authentic, not just a marketing tactic, to resonate with Gen Z.
Key Takeaway
The key takeaway is that building a genuine community based on shared values, authentic communication, and consistent engagement is more effective than traditional advertising for winning over Gen Z. Rare Beauty's success demonstrates that prioritizing community and purpose can drive brand growth and loyalty, especially with younger, digitally savvy consumers.
Main Trend
Community-Centric Brand Building for Gen Z.
Description of the Trend (Community-Centric Brand Building for Gen Z)
This trend describes the shift in marketing strategy where brands, particularly those targeting Gen Z, are prioritizing the creation and nurturing of online communities over traditional advertising methods. This approach emphasizes building genuine relationships with consumers through consistent, transparent communication, shared values, and authentic engagement. Brands adopting this trend focus on fostering a sense of belonging, listening to their audience's needs, and co-creating brand experiences with their community, recognizing that word-of-mouth and peer influence are powerful drivers for Gen Z.
What is Consumer Motivation?
Consumer motivation for Gen Z is driven by a desire for genuine connection, belonging, and shared values with brands. They are skeptical of traditional advertising and prefer authentic interactions and peer recommendations. They are motivated by brands that listen to their needs, reflect their values (like inclusivity and mental health), and offer a sense of community and shared experience, rather than just transactional relationships.
What is Driving the Trend?
This trend is driven by:
Gen Z's Distrust of Traditional Advertising: Gen Z is highly adept at filtering out traditional advertising and values authenticity and peer influence more.
Power of Social Media and Online Communities: Social media platforms and online communities are central to Gen Z's lives, making them natural spaces for brands to build relationships and foster community.
Desire for Authentic Brand Experiences: Gen Z seeks authentic and transparent brand interactions, valuing brands that are "real" and relatable, not just polished marketing messages.
Value Alignment: Gen Z prioritizes brands that align with their values, particularly around social issues like mental health, inclusivity, and diversity.
Word-of-Mouth Marketing Effectiveness: Word-of-mouth and peer recommendations are highly influential for Gen Z, making community building a powerful marketing tool.
What is Motivation Beyond the Trend?
Beyond the immediate trend, the underlying motivation is Gen Z's search for belonging and genuine connection in a digital age that can sometimes feel isolating. They seek communities that reflect their values and offer a sense of belonging and shared identity. Brands that successfully cultivate these communities tap into this deep-seated human need, fostering loyalty and advocacy beyond just product purchase.
Description of Consumers Article is Referring To
The article refers to Gen Z consumers (born approximately 1997-2012), specifically:
Age: Primarily teenagers and young adults (under 29 in 2025).
Demographics: Diverse group, reflecting Rare Beauty's focus on inclusivity across shades and backgrounds.
Lifestyle: Digital natives, highly active on social media, value authenticity and transparency, seek community and connection, and are purpose-driven, caring about social issues like mental health.
Values: Value "realness," authenticity, transparency, inclusivity, mental health awareness, and community.
Conclusions
The article concludes that community-centric marketing is a highly effective strategy for engaging Gen Z. Rare Beauty's success demonstrates that building a genuine community, prioritizing authenticity and transparency, and aligning with Gen Z's values are key to building brand loyalty and driving growth in this demographic. Traditional advertising is becoming less effective, and brands must adapt to this new paradigm.
Implications for Brands
Shift Marketing Focus: Brands targeting Gen Z should shift focus from traditional advertising to community building and authentic engagement strategies.
Prioritize Authenticity and Transparency: Be transparent in brand communications and operations, and prioritize authentic interactions with consumers.
Invest in Community Building: Allocate resources to building and nurturing online and offline communities around your brand, fostering two-way communication and shared experiences.
Embed Brand Purpose: Ensure brand purpose is deeply ingrained in the brand ethos and genuinely reflects values that resonate with Gen Z, like social responsibility and inclusivity.
Listen to Your Audience: Actively listen to your community's needs and feedback and shape your brand and offerings accordingly.
Implication for Society
This trend suggests a positive shift in marketing towards more genuine and community-focused approaches. It highlights the growing power of consumers, particularly Gen Z, in demanding authenticity and purpose from brands. It may also lead to a more positive and values-driven brand landscape, where community building and social impact are prioritized alongside profit.
Implications for Consumers
Gen Z consumers are empowered by this trend, demonstrating their influence in shaping brand strategies and demanding authenticity. They benefit from brands that genuinely listen to their needs and offer a sense of community and belonging. This trend could lead to more meaningful and values-aligned brand interactions for consumers.
Implication for Future
The future of marketing, especially for Gen Z and younger generations, will likely be increasingly community-centric and purpose-driven. Brands that prioritize authentic engagement, shared values, and real-world connection will be best positioned for success. Traditional advertising may become less effective, and community building will become a core marketing competency.
Consumer Trend
Name: Community-Driven Consumption
Detailed Description: Consumers, particularly Gen Z, are increasingly driven by a desire to consume brands that foster a sense of community and belonging. They seek brands that create spaces for connection, shared experiences, and value alignment, making community a key factor in their purchasing decisions and brand loyalty.
Consumer Sub Trend
Name: Authenticity-Valuing Generation
Detailed Description: Gen Z is a generation that deeply values authenticity and transparency in all aspects of life, including brand interactions. They are highly skeptical of inauthenticity and prioritize brands that are "real," genuine, and transparent in their values, communications, and actions.
Big Social Trend
Name: The Rise of Online Communities
Detailed Description: Society is witnessing a significant rise in the importance and influence of online communities. These communities provide spaces for connection, shared identity, and collective action, becoming increasingly central to people's social lives and influencing various aspects of culture and consumption.
Worldwide Social Trend
Name: Global Demand for Brand Purpose
Detailed Description: Globally, consumers are increasingly demanding that brands have a clear social purpose beyond profit. They expect brands to address social and environmental issues and contribute positively to society, making brand purpose a key factor in brand perception and consumer choice worldwide.
Social Drive
Name: Need for Belonging and Connection
Detailed Description: The fundamental social drive is the human need for belonging and connection. In an increasingly digital and complex world, this need is amplified, driving consumers to seek out communities and brands that offer a sense of belonging, shared identity, and genuine human connection.
Learnings for Brands to Use in 2025
Build Genuine Relationships: Focus on building genuine, two-way relationships with your audience, not just broadcasting marketing messages.
Create Community Spaces: Develop online and offline spaces where your community can connect, interact, and share experiences related to your brand.
Embrace Transparency and Open Communication: Be transparent in your brand communications and operations, and foster open dialogue with your community.
Center Your Brand Around Purpose: Define and authentically embody a brand purpose that resonates with your target audience's values, particularly around social responsibility and inclusivity.
Listen and Co-create: Actively listen to your community's feedback and involve them in shaping your brand and offerings.
Strategy Recommendations for Brands to Follow in 2025
Invest in Community Management: Dedicate resources to community management teams and strategies that prioritize authentic engagement and relationship building.
Develop Community Platforms: Create dedicated online platforms (forums, groups, social media spaces) for your community to connect and interact.
Host Community Events (IRL & Virtual): Organize regular events, both in-person and virtual, that bring your community together and foster shared experiences.
Purpose-Driven Content Marketing: Create content that reflects your brand purpose and values, and that sparks conversations and engagement within your community.
Co-creation Initiatives: Launch initiatives that involve your community in product development, marketing campaigns, and brand experiences.
Final Sentence (Key Concept)
In 2025, brands will win over Gen Z by prioritizing community-centric marketing that builds genuine relationships, fosters belonging, and authentically embodies shared values, moving beyond traditional advertising to cultivate lasting loyalty.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It
Brands in 2025 should fully embrace community-centric marketing to connect with Gen Z and benefit from the "Community-Centric Brand Building for Gen Z" trend. Here's how:
Establish Dedicated Community Teams: Create internal teams specifically focused on community building and engagement. Equip them with resources and empower them to foster genuine relationships with consumers.
Develop Interactive Online Platforms: Invest in building robust online community platforms (forums, social media groups, dedicated apps) where consumers can connect with each other and the brand, share experiences, and provide feedback.
Create Authentic Content & Dialogue: Shift content strategy from purely promotional to community-focused. Create content that sparks conversations, shares user-generated content, and fosters genuine dialogue with and between community members.
Organize Regular Community Events: Host consistent community events, both online (webinars, virtual meetups) and offline (workshops, meetups, brand experiences), to foster real-world connections and shared experiences.
Implement Community Feedback Loops: Establish clear channels for community feedback and actively incorporate that feedback into product development, marketing strategies, and brand decisions. Show your community that their voices are heard and valued.
Final Note:
Core Trend:
Name: Gen Z Community-First Brand Loyalty
Detailed Description: Gen Z's brand loyalty is primarily driven by brands that prioritize community building, authentic engagement, and shared values over traditional advertising and transactional relationships.
Core Strategy:
Name: Authentic Community Engagement Marketing
Detailed Description: Brands must adopt marketing strategies that center around building and nurturing genuine communities, fostering two-way communication, and prioritizing authentic relationships with consumers.
Core Industry Trend:
Name: Marketing Shift to Community Building
Detailed Description: The marketing industry is undergoing a significant shift, moving away from traditional advertising models towards community building and engagement as core strategies for brand growth and consumer connection.
Core Consumer Motivation:
Name: Desire for Belonging & Authentic Connection
Detailed Description: Gen Z consumers are primarily motivated by a desire for belonging, genuine connection, and shared values in their brand interactions, seeking brands that offer community and authentic engagement beyond product purchase.
Final Conclusion: To win over Gen Z in 2025 and beyond, brands must fundamentally shift their marketing approach to prioritize community building, authenticity, and genuine engagement, recognizing that these elements are now the key drivers of brand loyalty and success with this influential demographic.
Core Trend Detailed: Community-Centric Brand Building for Gen Z
The core trend, Community-Centric Brand Building for Gen Z, signifies a paradigm shift in marketing to this influential demographic. It moves away from traditional, top-down advertising and embraces a bottom-up approach where building a genuine community becomes paramount. This trend emphasizes authenticity and transparency as foundational elements for brand success. Brands must prioritize two-way communication, actively listening to and engaging with their audience, fostering a sense of belonging and shared identity. The focus is on creating meaningful relationships with consumers, built on shared values and experiences, rather than purely transactional exchanges. For Gen Z, community and authentic connection are key drivers of brand loyalty, making community-centric strategies essential for brands seeking to resonate and thrive in this evolving landscape
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