LOS ANGELES, USA — For the makeup and cosmetic brand’s first-ever global brand campaign, Rare Beauty partnered with creative agency Fred & Farid Los Angeles to launch “Every Side of You” under a new creative message, “Love Your Rare.”
The campaign celebrates 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.
The campaign’s centerpiece is a powerful film created by Fred & Farid Los Angeles and Rare Beauty’s internal creative team, with Selena 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 not to 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 favored 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.
Directed by Sheila Johansson, 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 thoughtfully slow-paced movements capture 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 can also 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, commented.
CREDITS:
BRAND
Brand: Rare Beauty
Founder: Selena Gomez
Founder’s Management: Lighthouse Management + Media
Founder’s Manager: Aleen Keshishian
Founder’s Manager: Zack Morgenroth
CEO: Scott Friedman
Chief Marketing Officer: Katie Welch
Chief Operating Officer: Mehdi Mehdi
Chief Product Officer: Joyce Kim
EVP, Creative Director: Josh Gurrie
Director of Creative Strategy: Mackenzie Kassab
CFO: Jean-Christophe Dubois
VP, Consumer Marketing: Ashley Murphy
Global Makeup Stylist: Cynthia Di Meo
Senior Manager of Brand and Product Marketing: Patty Uchi
Founder’s PR: Brit Reece
AGENCY
Agency: Fred & Farid Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Art Director: Kiyomi Morrison
Global Business Director: Jules Chaffiotte
Strategy Director: Eileen Zhao
Producer: Charles Renard
PR: Jalila Levesque
Creative Intern: Marguerite Vericel
PRODUCTION
Director: Sheila Johansson
Stills Photographer: Olivia Malone
Socials Photographer: Emma Trim
Executive Producer: Luigi Rossi
Line Producer: Ashley Roberts
Director of Photography: Maximilian Pittner
Production Designer: Evaline Huang
Selena’s Makeup: Hung Vanngo
Selena’s Stylist: Erin Walsh
Cast Stylist: Kat Tsypaldos
Selena’s Hair: Marisa Marino
Cast Hair: Kelly Peach
Selena’s Nails: Tom Bachik
Selena’s Assistant: Ally Kelley
1st AD: Joshua Montes
Production Supervisor: Emily Saeger
Production Coordinator: Alex Domenici
Gaffer: Tate McCurdy
Key Grip: Luke Poole
Lighting Director: Patrick Molina
POST:
Post Production: No Vacancy Post
Lead Editor: Rehman Nizar Ali
Editor: Johnny Valencia
Post Supervisor : Iga Zawadzinska
Colorist: Julien Alary
Color producer: Eli Mari Sandal
Sound Design: Martin Mighetto
