Rare Beauty Launches Global Ad Campaign Inspired by Greek Mythology
Rare Beauty announces the launch of a global ad campaign for its second fragrance, 'Rare Beginnings,' creatively inspired by Greek mythology, starring founder Selena Gomez and directed by Hans Neumann. The campaign spans social, out-of-home, retail, and paid digital channels, continuing the brand's core message of 'being your true self.'
Rare Beauty, the cosmetics brand founded by actress and singer Selena Gomez, has launched a global advertising campaign for its second fragrance. The campaign shares its name with the fragrance, both called "Rare Beginnings."
A 45-second hero film directed by Hans Neumann features Gomez and draws creative inspiration from Greek mythology, using nymphs as a metaphor for self-revelation. According to details obtained by Marketing Dive, the film transforms a studio set into a moss-covered, floral environment and projects imagery onto sheer curtains.
The campaign spans social, out-of-home, retail, and paid digital channels in key markets. The still photography simultaneously presents Gomez and the fragrance itself, with compositions described in a press release as aiming for a serene, painterly quality rather than the dynamic style common in beauty ads. The campaign's nod to Greek mythology is timely, as the film "The Odyssey"continues to dominate the global box office。
"Rare Beginnings" was crafted by Fred & Farid Paris, an agency that describes itself as a long-term creative partner for beauty brands. Its Los Angeles office previously handled Rare's first global brand campaign, "Every Side of You," launched in 2024.
"Rare Beauty has spent five years giving people the right to be seen, to show up as their true selves. Rare Beginnings translates that idea into a feeling: the moment a person chooses to open up rather than close off. It's the most natural next chapter the brand could write," said Frédéric Raillard, co-founder and CEO of Fred & Farid, in a statement.
Rare Beauty was founded in 2020, is estimated to be valued at $2.7 billion, and in Piper Sandler's latestTaking Stock With Teens reportranked as the second most popular beauty brand. The brand initially sold exclusively at Sephora, and this Februaryexpanded to Ulta Beauty, breaking the retailer'sfirst-day sales record. However, a spokesperson confirmed that the new fragrance is available exclusively at Sephora.
Beyond featuring Gomez as the marketing face, Rare Beauty this month also tapped Ella Bright, one of the stars of the Prime Video series "Off Campus," to serve as itsfirst brand ambassador. Brands includingAmerican EagleandLiquid I.V.have also tried to capitalize on the popularity of the hit streaming series.