Rare Beauty and Selena Gomez champion a global message
For the brand’s first ever global brand campaign, Rare Beauty partnered with Fred & Farid Los Angeles to launch Every Side of You under a new creative message “Love Your Rare.”
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For the brand’s first ever global brand campaign, Rare Beauty partnered with Fred & Farid Los Angeles to launch “Every Side of You” under a new creative message Love Your Rare.
The campaign is a celebration of all the sides that make us unique and is the brand’s call to action as Rare Beauty encourages their community to embrace all that makes them who they are. Inspired by founder Selena Gomez's raw authenticity and unshakeable confidence as a multidimensional singer, actress, philanthropist, and friend, the campaign frames the different sides of ourselves as unique points of our identity, each worth loving and celebrating.
“Whether it’s sharing a candid look of her life at home or on the red carpet, Selena has become an inspirational icon for unapologetically loving who she is, with and without makeup. At Rare Beauty, we want people to feel good, with or without our products. We want to empower them to celebrate and love all the parts of themselves because all those pieces are what makes each of us special and rare,” said Katie Welch, CMO at Rare Beauty.
Credits
powered by
- Agency Fred & Farid/Los Angeles
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- Director Sheila Johansson
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Credits
powered by
- Agency Fred & Farid/Los Angeles
- Director Sheila Johansson
- Post Company No Vacancy Post
- Creative Director Chelsea Steiger
- Art Director Kiyomi Morrison
- Producer Charles Renard
- Executive Producer Luigi Rossi
- Line Producer Ashley Roberts
- Production Designer Evaline Wu Huang
- DP Maximilian Pittner
- Editor Rehman Nizar Ali
- Editor Johnny Valencia
- Post Supervisor Iga Zawadzinska
- Colorist Julien Alary
- Color Producer Eli Mari Sandal
- Sound Designer Martin Mighetto
Credits
powered by
- Agency Fred & Farid/Los Angeles
- Director Sheila Johansson
- Post Company No Vacancy Post
- Creative Director Chelsea Steiger
- Art Director Kiyomi Morrison
- Producer Charles Renard
- Executive Producer Luigi Rossi
- Line Producer Ashley Roberts
- Production Designer Evaline Wu Huang
- DP Maximilian Pittner
- Editor Rehman Nizar Ali
- Editor Johnny Valencia
- Post Supervisor Iga Zawadzinska
- Colorist Julien Alary
- Color Producer Eli Mari Sandal
- Sound Designer Martin Mighetto
The centerpiece of the campaign is a powerful film created by Fred & Farid Los Angeles and Rare Beauty’s internal creative team, with founder Selena Gomez as the voice over talent. With a core theme of finding beauty in our imperfections, the film sets out to evoke joy, reassurance, comfort, and relatability in owning our individuality.
“We wanted a campaign that felt as honest as the brand itself. That meant breaking a few rules of the beauty industry, including showing a girl choosing to not put on make-up when we’re telling a story about a makeup brand or showing someone crying alone when the beauty industry has traditionally favoured a backdrop of optimism. Rare Beauty really stands apart from other beauty brands in the way it champions confidence, vulnerability, and self-expression all at the same time. This unique combination is what we aimed to capture for both the film and photography and was the reason we chose to team up with Sheila Johansson for the film and Olivia Malone and Emma Trim for photography.” said Frédéric Raillard, CEO at Fred & Farid Los Angeles, and Chelsea Steiger, Creative Director at Fred & Farid Los Angeles.
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Directed by Sheila Johansson represented by CANADA, the campaign features a cast of young diverse talent sharing moments of confidence and vulnerability as they play with Rare Beauty products. The ambient camera lighting and the thoughtfully slow-paced movements captured each of the talents’ emotions, resulting in a beautifully authentic, positive and inclusive portrayal of self-love.
Alongside the film, the campaign will roll out globally across social, OOH, CTV, influencer marketing, paid digital, and Sephora locations. Fans will also be able to engage in exclusive content leading up to and after the launch.
"It was so exciting to see the campaign come to life with such synergy. Each step of the process saw creative alignment that felt effortless – a sure sign that everyone on the project had a profound understanding and appreciation of what is true to our brand. In addition to an incredible cast, talent and hard work – the room was just always filled with love, which resonates as the campaign goes out into the world. We were able to capture four-plus years of brand-building, discourse and our love of community in a single moment, in a new visual tone that will surely inspire how the brand moves forward.” Josh Gurrie, EVP Creative Director at Rare Beauty .
