237 - Rare Beauty’s Marketing, with CMO Katie Welch

Discover the secrets behind the success of Selena Gomez’s Rare Beauty, as Ari Murray talks with Katie Welch, the CMO of Rare Beauty in this live recording from Marketingland. Learn how Rare Beauty leveraged social media, particularly TikTok, to fuel the popularity of their products and engage with their superfan community. How has Rare Beauty managed to overcome the challenges of balancing distribution at a massive scale while still maintaining a direct relationship with customers?  Katie also explores the advantages of in-house marketing and reveals how Rare Beauty’s mission to tear down perfection in the beauty industry has led to their rampant success. Learn about Rare Beauty's commitment to destigmatizing mental health through their Rare Impact Fund, which donates a percentage of sales to support mental health initiatives. If you’re looking to glean insights into the career path of a beauty marketer and gain valuable advice on how to break into the industry, this one’s a must-listen. Black Crow helps Shopify brands get more value out of their existing tech stack by using AI to uncover patterns that can fuel performance. You can sustainably grow your email/SMS lists, efficiently retarget on Meta, and start seeing additional revenue that you would have otherwise missed in paid marketing and abandonment flows. Visit the link for more information.     00:00:40 - Entering Beauty Marketing 00:02:48 - Navigating the Career Path in Marketing 00:03:33 - Rare Beauty's In-House Marketing Strategy 00:06:36 - Destigmatizing Mental Health Through Beauty 00:12:25 - Rare Beauty Blush Goes Viral 00:14:22 - Understand Your Brand's Unique Selling Proposition 00:17:36 - Key to Successful Marketing: Point of Difference 00:20:34 - Balancing Brand Growth and Customer Ownership   Follow Katie: LinkedIn: https://www.linkedin.com/in/welchkatie/   Follow Ari:  LinkedIn: https://www.linkedin.com/in/arimurray/   Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing   Sign up for The Marketing Millennials newsletter:  www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com