Rare Beauty’s “anonymous insider” has taken to Substack, unveiling exciting insights through their innovative newsletter. This new Substack from Rare Beauty brings transparency and engagement, making it a fascinating choice for marketing enthusiasts and beauty aficionados alike. Let’s dive right in to see how Rare Beauty uses Substack to communicate directly with its audience.
Substack has found unique applications beyond its intended use, morphing into a versatile platform for diverse topics. It’s becoming a haven for music lovers, and now, savvy marketers like Rare Beauty’s creative strategist have leveraged its potential, crafting engaging content that resonates with readers.
Exploring Rare Beauty’s Creative Strategy
Meet MacKenzie Kassab
Director of Creative Strategy at Rare Beauty
Claim to Fame: Launched Rare Beauty’s engaging Substack newsletter, capturing audience curiosity with a human touch.
Behind the Scenes: Discovering Product Insights
Regularly encountering Rare Beauty products in office settings might diminish the novelty over time. However, MacKenzie Kassab ensures these products feel magical to their audience by exploring them through fresh lenses. When crafting content like their Substack newsletter, focusing on unique behind-the-scenes insights ignites interest and connection with consumers.
For instance, Kassab brings forward moments with the brand’s chief product officer to reveal fascinating journeys, such as the choice to introduce a powder blush following feedback about overly pigmented liquid blush. Being transparent with such details empowers audiences to feel more connected with the brand.
The Value of Embracing Imperfections
Learning from mistakes is a universal experience, and Rare Beauty isn’t shy about highlighting its trials and errors within their Substack. Kassab’s marketing approach highlights authenticity, engaging audiences with relatable narratives. By embracing the messy process of product development, the brand builds genuine relationships with their customers.
Kassab believes in sharing the journey, challenges and all, to make the brand accessible and genuine. These narratives not only captivate audiences but also foster a deeper sense of community and inclusion.
Understanding Substack’s Potential
Initiating Rare Beauty’s Substack was inspired by MacKenzie Kassab’s appreciation for the platform’s community-centric approach. Substack emphasizes authentic voices, making it an ideal platform for Rare Beauty to express its brand in a genuine manner. Despite the inherent risks, Kassab’s playful “semi-authorized” newsletter embodies a fresh, relatable voice, enhancing brand loyalty.
By embracing the collaborative energy of Substack, Rare Beauty crafted an authentic, engaging experience for its audience. This approach reminds marketers everywhere of the importance of leveraging platforms effectively to deliver genuine content.
A Closer Look at Emotional Engagement
Question of the Week
What aspect of marketing do you find most rewarding, beyond measurable metrics? —Brenna Loury, CMO, Doist
Kassab’s Insightful Answer
For Kassab, the magical part of marketing lies in forming emotional connections. It’s about sparking inspiration, fostering belonging, and creating moments of joy. Marketing is more than numbers; it’s about resonating on a human level.
Helping community members feel valued and accepted brings unparalleled satisfaction and captures the essence of what marketing can achieve.
Next Week’s Lingering Question
Kassab asks: How do you overcome the least favorite parts of your job?
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