THE WHAT? Selena Gomez has launched a community call for fans to be part of the first marketing campaign for her upcoming beauty range, Rare Beauty, according to a report by Teen Vogue.
THE DETAILS Gomez made the call on her Instagram page, asking U.S. based fans to apply highlighting what makes them ‘rare’ enough to star in the campaign.
With applications made online, those chosen will not only participate in the campaign but also be first to test products before other consumers.
THE WHY? The move highlights the business strategy the new make-up range will take, drawing on the growing movement for inclusivity and diversity in the cosmetics industry.
The company said, “Rare Beauty celebrates individualism and highlights what makes each of us unique. Rare Beauty aims to find beauty in what society considers ‘imperfect’ and build a community that shapes conversations around beauty, self-acceptance, and mental health.
“It’s all about celebrating what makes you, you; and we would love your voice to be a part of the story.”