Rare Beauty, the brand founded by Selena Gomez, today unveiled its first-ever international brand campaign, in collaboration with creative agency Fred & Farid Los Angeles.
Titled “Every Side of You ,” the campaign is part of the brand’s “Love Your Rare” platform , and features Selena Gomez and a cast of young talent. It celebrates the beauty of authenticity and individuality, encouraging everyone to fully embrace all facets of their identity – a powerful message that resonates with the brand’s values.
The centerpiece of this campaign is a film developed by Fred & Farid Los Angeles and the Rare Beauty creative team , featuring Selena Gomez as voiceover.
Rare Beauty and Selena Gomez have a universal message: embrace every facet of your personality
“Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.” – Selena Gomez
For its first-ever international campaign, Rare Beauty has partnered with agency Fred & Farid Los Angeles to launch “Every Side of You” under the tagline “Love Your Rare.” The campaign celebrates all the facets that make us unique and is a powerful message from the brand, encouraging its community to fully embrace their identity. Inspired by the raw authenticity and unwavering confidence of founder Selena Gomez, a multifaceted artist, the campaign presents the different facets of our personality as unique points of our identity, each worthy of being loved and celebrated.
“Whether sharing an authentic glimpse into her everyday life or on the red carpet, Selena has become an inspiring icon, unapologetically embracing who she is, with or without makeup. At Rare Beauty, we want people to feel good about themselves, with or without our products. We want to encourage them to celebrate and love all parts of themselves, because those are the things that make each of us special and rare,” said Katie Welch, CMO of Rare Beauty.
The centerpiece of the campaign is a film created by Fred & Farid Los Angeles and Rare Beauty’s in-house creative team, with founder Selena Gomez as voiceover. Focusing on the central theme of beauty in our imperfections, the film aims to inspire joy, reassurance, comfort and identification in embracing our individuality.
“ We wanted a campaign that was as honest as the brand itself. That meant breaking a few beauty industry rules, like showing a girl choosing not to wear makeup while we’re telling the story of a makeup brand, or showing someone crying alone when the beauty industry has traditionally favored an upbeat backdrop. Rare Beauty really stands out from other beauty brands in how it embraces confidence, vulnerability, and self-expression all at the same time. That unique combination is what we sought to capture in both the film and the photography, which is why we chose to team up with Sheila Johansson for the film and Olivia Malone and Emma Trim for the photography, ” said Frederic Raillard, CEO of Fred & Farid Los Angeles, and Chelsea Steiger, Creative Director of Fred & Farid Los Angeles.
Directed by Sheila Johansson, the campaign features a cast of young talents sharing moments of connection and vulnerability using Rare Beauty products. Through ambient lighting and deliberately slow camera movements, each protagonist’s emotions are captured with finesse, offering an authentic, positive and inclusive portrait of self-love.
In addition to the film, the campaign will roll out globally across social, OOH, CTV, influencer marketing, paid digital, and in Sephora retail locations. Fans will also be able to enjoy exclusive content before and after the launch.
“ It was so exciting to see the campaign come to life with such synergy. Every step of the way saw a creative alignment that seemed effortless – a sure sign that everyone involved in the project had a deep understanding and appreciation for what is true for our brand. In addition to incredible casting, talent and hard work, the room was always filled with love, which resonates as the campaign goes out into the world. We were able to capture over four years of brand building, speaking and our love of community in one moment, in a new visual tone that will surely inspire the future evolution of the brand ,” said Josh Gurrie, EVP and Creative Director at Rare Beauty.*
About Rare Beauty
Founder and creator Selena Gomez believes everyone is unique and rare. But today, too many people feel trapped by unrealistic expectations of beauty that are impossible to achieve. Rare Beauty is about celebrating who you are and what makes you different. This is makeup made to feel good in without hiding what makes you unique. We use makeup to shape positive conversations around beauty, self-acceptance, and mental health. Not only do we want everyone to feel good about themselves, we want to help them feel more authentically connected to one another and feel less alone in this world. Rare Beauty is available at SEPHORA, SpaceNK, and RareBeauty.com.
The most touching thing about us:
We talked about it in 2021, when we fell in love with the brand: https://news.amilcarmagazine.com/rare-beauty-by-selena-gomez/
- Rare Impact Foundation: Rare Beauty is a brand committed in particular to mental health (donations, awareness campaigns in schools, etc.)
- The foundation was developed to create a culture that reduces stigma and chronic loneliness, and supports everyone’s mental well-being.
- 1% of the brand’s profits are donated to help improve access to mental health services, especially for underserved communities. And it’s constantly evolving.
SHOP NOW: https://www.rarebeauty.com/collections/shop-all
About Fred & Farid Los Angeles
Based in Los Angeles Fred & Farid Los Angeles is a big idea agency producing creative solutions to business challenges that ground brands into culture. The agency is part of the Fred & Farid, the global network focuses on creative consulting, brand strategy, branding, content & social activation, and has produced 1800+ creative campaigns for 250+ brands in 33+ industries, winning 1200+ awards and 30+ industry titles – including Cannes Grand Prix and D&AD 3rd Independent Network.
Learn more:
- Rare Beauty : www.rarebeauty.com/
- Selena Gomez: instagram.com/selenagomez/
- Fred & Farid Los Angeles : https://fredfarid.com/
BRAND
CREDITS
- Brand: Rare Beauty
- Founder: Selena Gomez
- Founder Management: Lighthouse Management + Media
- Manager of the founder: Aleen Keshishian
- Founder’s Manager: Zack Morgenroth
- CEO: Scott Friedman
- Director of Marketing: Katie Welch
- Director of Operations: Mehdi Mehdi
- Product Manager: Joyce Kim
- Executive Vice President, Creative Director: Josh Gurrie
- Director of Creative Strategy: Mackenzie Kassab
- Financial Director: Jean-Christophe Dubois
- VP, Consumer Marketing: Ashley Murphy
- World Makeup Stylist: Cynthia Di Meo
- Senior Director of Brand and Product Marketing: Patty Uchi
- Founder’s PR: Brit Reece
AGENCY
- Agency: Fred & Farid Los Angeles
- Creative Directors: Fred & Farid
- Creative Director: Chelsea Steiger
- Artistic Director: Kiyomi Morrison
- Director of International Affairs: Jules Chaffiotte
- Chief Strategy Officer: Eileen Zhao
- Producer: Charles Renard
- PUBLIC RELATIONS: Jalila Levesque
- Creative Intern: Marguerite Vericel
PRODUCTION
- Director: Sheila Johansson
- Set Photographer: Olivia Malone
- Social Events Photographer: Emma Trim
- Executive Producer: Luigi Rossi
- Executive Producer: Ashley Roberts
- Director of photography: Maximilian Pittner
- Production Designer: Evaline Huang
- Selena’s makeup: Hung Vanngo
- Selena’s Stylist: Erin Walsh
- Team Stylist: Kat Tsypaldos
- Selena’s hairstyle: Marisa Marino
- Team 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
- Blunderer: Tate McCurdy
- Handshake: Luke Poole
- Lighting Director: Patrick Molina
POST:
- Post-production: No Vacancy Post
- Editor-in-Chief: Rehman Nizar Ali
- Editor-in-Chief: Rehman Nizar Ali Johnny Valencia
- Shift supervisor: Iga Zawadzinska
- Colorist: Julien Alary
- Color Producer: Eli Mari Sandal
- Sound design: Martin Mighetto
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