Selena Gomez recruits consumers to be the face of Rare Beauty

By Sarah Parsons | Published: 2-Mar-2020

The singer-turned-beauty brand founder is about to reveal the fans to front the make-up brands first marketing campaign

Actress and singer Selena Gomez has asked consumers to appear in the first campaign for her upcoming make-up brand Rare Beauty.

The 27-year-old first announced to her 169.7 million Instagram followers in February that the beauty line, inspired by her latest album Rare, is set to launch exclusively at Sephora this summer.

But the Wolves singer and the Rare Beauty team are now deliberating which participants in the open audition will feature in the debut campaign and receive early access to products.

The consumers selected for the campaign filmed in LA will be unveiled on 9 March and entrants were tasked with telling a story that makes them ‘rare’.

“Basically, all we want is to hear stories that make you feel rare,” said Gomez via Instagram.

“Whether that’s something you’ve overcome, or it’s an internal struggle or something that you love about yourself that you’re confident in who you are – we want to hear all kinds of stories.”

Gomez, a former Pantene brand ambassador, described Rare as a ‘lifestyle’ rather than a ‘brand’ when first introducing the project.

“I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our own uniqueness,” she said. “You’re not defined by a photo, a like or a comment.

“Rare Beauty isn’t about how other people see you. It’s about how you see yourself.”

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