In November 2023 Rare Beauty migrated their fans from a third-party chat platform to TYB as an evergreen tool for community activation. Now, Rare has expanded its TYB community with the launch of Rare World - an additional, inclusive community and loyalty program that celebrates and connects even more beauty enthusiasts.
new email subscribers
challenge responses
Higher LTV than non-members
Rare Beauty developed their Find Comfort line with the goal of enabling customers to find moments of self-comfort in their everyday routines. The challenge? When bringing the products to market, Rare Beauty aimed to speak to consumers in a way that addressed their unique personal definitions of self-comfort. In order to do this, they needed to understand how customers defined comfort. Given the brand’s focus on inclusivity, they also needed to build a campaign that addressed their community as a whole, including customers who bought Find Comfort products and those who did not.
Rare Beauty leveraged tools across the TYB platform to authentically activate their Find Comfort launch and reach consumers across their community. TYB Survey and UGC Challenges allowed Rare to collect consumer insights and user-generated content, which fueled and informed their ongoing marketing efforts across platforms in real time. Using Daily Prompts, Rare inclusively engaged and rewarded their community regardless of purchasing behavior. Each Daily Prompt drove nearly 1,000 responses. For Selena fans looking to find a home in the Rare community, this provided a new way to engage that did not involve buying a beauty product. With TYB’s Community ROI Dashboard & Shopify Integration, the Rare Beauty team can measure the impact on sales, and the difference in behavior between the segment of community purchasers vs non-community Find Comfort purchasers.
The key to creating products and crafting marketing that speaks to your customer? Knowing your customer on a personal level. In Rare Beauty’s case, understanding how their customers find comfort, what language they use, and what self-care rituals they loved allowed them to craft an innovative and nuanced launch campaign that not only resonated with their community, but drove engagement and sales. Rare Beauty disrupted the industry with their focus on vulnerability and authentic community engagement. As the brand continues to grow, maintaining and expanding their highly engaged community will be paramount. Within Rare World, the community can now earn coins to level up from Friend > Bestie > BFF status, unlocking added rewards along the way. By leveraging the TYB platform, Rare has the tools they need to build personalized experiences for Selena fans and Rare customers alike at scale, amplifying their impact and growing their business in the process.
