• by Sarah Mahoney  @mahoney_sarah, June 3, 2024

Sephora is introducing a new ad campaign showcasing actor/musician Selena Gomez’ Rare Beauty products and the spirit of community that is reportedly the backbone of the celebrity’s brand. Called “Rare Moments,” spots show Gomez mingling with her beauty fans.

Gomez, who has come a long way since her childhood success on “Barney & Friends,” is best known these days for her role in Hulu’s hit “Only Murders in the Building.”

But to many of her fans, including the 427 million that make her the most-followed woman on Instagram, she’s better known as an outspoken advocate for authenticity and mental health. Gomez went public with her bipolar diagnosis in 2020, a move many credit with helping to reduce stigma for the condition.

Sephora says the campaign ties into its “We belong to something beautiful” platform, highlighting the retailer's unique relationships with founder-led beauty brands.

Gomez’s company is also riding high on a rare boost, named to Time’s recent Time 100 Companies, with Gomez herself landing on the cover.

Time reports that Rare Beauty has soared to a $2 billion valuation since its founding. The magazine calls the company “a powerful example of how individuals with vision and strong followings can continue to disrupt consumer businesses." And the company’s Rare Impact philanthropic arm has already raised $13 million on its way to its goal of $100 million.

TBWA\Chiat\Day LA created the spots, which features Gomez’ hit song “Love On.” Ads are running on TV, digital, and social media in the U.S.

While LVMH, Sephora’s parent, is wrestling with slower growth in a subdued luxury climate, Sephora’s gains have helped its retail division remain robust. The luxury giant’s overall revenue gained just 3% in its most recent quarter, but revenues at the selective retailing division jumped 11%. “Sephora once again achieved remarkable growth, continuing to gain market share,” LVMH noted in its most recent financial report, with solid growth in North America, Europe and the Middle East.