International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Digital Marketing Strategy of a Celebrity Beauty Brand: A Case of Rare Beauty

  • Yoonju Han (Ewha School of Business, Ewha Womans University)
  • Received : 2024.10.17
  • Accepted : 2024.10.28
  • Published : 2024.11.30
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Abstract

We analyze the digital marketing strategies of Rare Beauty, a cosmetic brand founded by Selena Gomez in 2020, focusing on inclusivity and mental health advocacy as core pillars of its brand mission. Through an in-depth review of the brand's website design, SEO performance, social media engagement, and online review management-the key elements of a firm's digital marketing activities-we reveal Rare Beauty's success in authentically connecting with diverse audiences and fostering brand loyalty. Our analysis uncovers noteworthy findings: while Rare Beauty excels in creating a mission-driven aesthetic across digital platforms, there are areas for improvement, particularly in enhancing user experience by improving website readability, refining the review filtering system, and expanding social media engagement. Optimizing technical SEO could further increase discoverability. We propose these recommendations to strengthen Rare Beauty's online presence and demonstrate how the brand's unique approach offers valuable insights for industry professionals aiming to integrate social values into digital marketing strategies.

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