Rare Beauty Leverages New Platform to Connect with Its Target Audience

With so many social media platforms available, it can be easy for companies to get lost within them. As a frequent user of social media, I have seen brands lack a content strategy suitable for the users on a specific app and many are not leveraging the right platforms for their target audience.

Gen Z is an audience with a large spending power, estimated at $450 billion worldwide according to Dennis Limmer. However, companies are having trouble reaching this audience through social networks. In the beauty industry, communities are being built on group chat platforms to build brand loyalty. 

Rare Beauty has taken its strategy to Geneva, one of the latest group chat apps that has gained popularity among Gen Z. The app appeals to this market for its personal and secure feel. Gen Z has shown to favor more meaningful communication as opposed to general advertisements that have been used frequently on other platforms such as Facebook and Instagram. Thus, group chat platforms are a better medium to connect with this audience and to listen and learn, as Murphy from Rare Beauty stated.

Mental health is a large part of Rare Beauty’s mission, so one of their strategies in Geneva is providing tips and resources for mental health. This is a unique approach as the company is providing value to its audience outside of its products. This is something Gen Z values among brands and social media platforms.