Certain scents bring back memories, and Rare Beauty’s latest drop, Eau de Parfum, continues the tradition in creating new lasting memories. Launched on August 7th, Rare Beauty tapped into the fragrance market after revolutionizing the makeup, body care, and mental health industry.
The Inspiration
Founder Selena Gomez launched her first perfume, Eau De Parfum, in 2012. This scent, which consisted of hints of fruits and vanilla, is now discontinued. Taking inspiration from her first fragrance, Gomez created a fragrance that fans will now relate to.
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Product Features
The fragrance consists of vanilla and caramel with three layers. The top includes caramel, pistachio, and pink pepper. The heart includes ginger, cocoa beans, and vanilla. The dry combines sandalwood, tonka beans, and skin musks.
According to Rare Beauty, the fragrance can last up to 12 hours of rich flavoring that changes with each moment. The fragrance is part of the warm and spicy family and made in France with ingredients around the globe. Sourcing pink spicy pepper from Australia, ginger from Nigeria, upcycled cocoa beans from West Africa, sandalwood from New Caledonia, and tonka beans from Venezuela is what makes the fragrance so special in its craftsmanship.
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The Packaging
The packaging is what makes the scent truly stand out. In an interview with Gloss Angeles, Chief Product Officer, Joyce Kim speaks about the making of the new fragrance. Rare Beauty’s goal while making the fragrance was to keep in mind accessibility. They partnered with occupational therapist Esther Bay, who connected them with Casa Colina, a research rehabilitation center. The makeup company collaborated with them to develop the claims verification process, which entailed contacting patients and volunteers who regularly use makeup and experience moderate dexterity issues.
Kim continues to explain that the muscles in the fingertips are the weakest, and when dexterity is lost, it is more difficult to do things that need precision. Through research, the team found that many fragrances have a precision actuator that can make it difficult for those with dexterity issues to use. Keeping that in mind, Rare Beauty wanted to create a fragrance that was accessible to everyone. Their solution was to create an oversized actuator that allows others to use the fragrance with ease. Rare Beauty even partnered with hand therapists to design the bottle and include a cutout on the back, allowing the hand to go around easily.
Joyce Kim even provides insights into Gomez’s entrepreneurial side, where she goes into a Sephora store to analyze how customers interact with different products. Gomez even goes so far as to test her competitors’ products in order to improve and create new products that will enhance the lives of customers.
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Layering Balms
In order to make the fragrance more customizable, Rare Beauty launched layering balms that come in four different scents: Amber Vanilla for warmth, Floral Peony Blossom for sweetness, Fresh Bergamot for a breezy layer, and Woody Oak for an earthy layer. The balms melt into the skin, without leaving any sticky residue to intensify the fragrance.
Marketing
In order to market the product, Rare Beauty partnered with Shop App and put scratch and sniff billboards around New York, allowing customers to scan the QR code to grab an exclusive sample of the mini rollerball. In Los Angeles, Rare Beauty partnered with madhappy and Pantry to create a caramel, pistachio, and vanilla drink, reminiscent of their new perfume. The drinks came with a sample of their new fragrance. Gomez even invited influencers into her office to share her new fragrance. Additionally, Gomez hosted the cast from Love Island and influencers for a night to remember for her the launch of her perfume.
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The Verdict
After spraying once, the scent starts out as sweetness and slowly becomes a bit spicy. It maintains the perfect ratio of sweetness of caramel syrup and pepper. Moving into the ginger and the delight of vanilla and hints of cocoa. Once it’s dry, the sandalwood is present. The fragrance transports one into different worlds of sensations through smells that evoke certain instances and moments, making life Rare.
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Buy your Rare Eau de Parfum now at Rare Beauty!
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