Rare Beauty Launches Innovative Scratch-and-Sniff Billboard Campaign for New Fragrance.

Table of Contents

1. Key Highlights:
2. Introduction
3. The Power of Sensory Marketing
4. Geogated Technology and Consumer Engagement
5. Crafting an Experience: The Scent Profile of Rare Eau de Parfum
6. Community Engagement and Social Media Buzz
7. The Evolution of Out-of-Home Advertising
8. Measuring Success: Metrics and Consumer Feedback
9. Future Collaborations and Ongoing Innovations

Key Highlights:

• Rare Beauty is launching a unique interactive advertising campaign featuring scratch-and-sniff billboards to promote its new fragrance, Rare Eau de Parfum.
• The campaign incorporates geogated technology via the Shopify Shop app, allowing users to request a mail-in rollerball sample after engaging with the billboard.
• The creative approach aims to transform traditional out-of-home advertising by offering a sensorial experience that enhances consumer engagement.

Introduction

In an age where digital marketing dominates, the need for brands to create memorable, interactive experiences has never been more essential. Rare Beauty, a cosmetics brand founded by Selena Gomez, is stepping into the fragrance market with its latest offering, Rare Eau de Parfum. To promote this new scent, the brand is rolling out an innovative scratch-and-sniff billboard campaign in New York City, blending classic advertising methods with modern technology. This initiative not only aims to entice potential customers with the fragrance's unique scent profile but also seeks to generate buzz within the community, particularly among Gen-Z consumers.

The campaign, which began this week, represents Rare Beauty's first major partnership with the Shopify Shop app. By utilizing geogated capabilities, the campaign takes consumer engagement to the next level, allowing users to interact with the billboards and request samples right from their smartphones. This fresh approach not only highlights the olfactory appeal of the fragrance but also showcases the brand's commitment to connecting with its audience in innovative ways.

The Power of Sensory Marketing

As brands increasingly compete for consumer attention, the importance of sensory marketing cannot be understated. Rare Beauty’s decision to employ scratch-and-sniff technology is a strategic move designed to create a tangible connection between the consumer and the product. Ashley Murphy, VP of consumer marketing at Rare Beauty, articulated the brand's motivation by explaining that fragrance marketing can often fall short in conveying the product's essence through digital mediums alone. By inviting potential customers to physically engage with the scent, Rare Beauty aims to bridge this gap.

The scratch-and-sniff concept itself draws inspiration from pop culture, specifically the iconic lickable wallpaper featured in "Willy Wonka & the Chocolate Factory." This nostalgic reference not only captures attention but also evokes a sense of whimsy and curiosity, encouraging passersby to participate in the experience. The campaign is designed to be an invitation, allowing consumers to partake in a multisensory journey that traditional billboards simply cannot offer.

Geogated Technology and Consumer Engagement

The integration of geogated technology through Shopify's Shop app is a pivotal element of the campaign. This feature requires users to verify their location within the billboard’s designated zone before they can access the QR code that leads to a sample request. By implementing geofencing, Rare Beauty is not only creating urgency but also targeting a specific audience likely to engage with the product. This localized strategy is particularly effective in bustling urban environments like New York City, where foot traffic can lead to spontaneous consumer interactions.

Amanda Millan, who oversees partnerships at Shopify’s Shop app, highlighted that this campaign marks a significant milestone in the collaboration between Rare Beauty and Shopify. Although Rare Beauty had previously participated in holiday promotions through the Shop app, this scratch-and-sniff campaign represents the first bespoke initiative that combines geogated technology with a sensory experience. As Millan noted, the campaign is an example of how brands can leverage technology to deepen their connection with consumers while adding real-world utility to traditional advertising formats.

Crafting an Experience: The Scent Profile of Rare Eau de Parfum

The allure of fragrance lies not only in its scent but also in the emotions and memories it evokes. Rare Eau de Parfum features a distinctive blend of creamy caramel, pistachio, vanilla, spicy ginger, and earthy sandalwood. This carefully curated scent profile aims to resonate with consumers on an emotional level and reflects Rare Beauty's commitment to inclusivity and self-expression.

The campaign's location selections—three scratch-and-sniff billboards throughout Manhattan, specifically in Soho and Chelsea—were chosen for their walkability and high foot traffic, making it easy for consumers to stop and engage. Murphy emphasized that the sample offered through the campaign is a replica of the actual bottle, providing an authentic experience that goes beyond traditional fragrance samples typically found in stores.

Community Engagement and Social Media Buzz

Rare Beauty’s campaign is designed not only to generate direct sales but also to foster community engagement. By creating an interactive experience, the brand hopes to excite its Gen-Z audience, who are known for their active presence on social media. Murphy indicated that if the brand can create excitement within the community, it is likely to see a ripple effect on platforms like Instagram and TikTok, where users share their experiences with their followers.

The collaboration with Ty Haney’s TYB platform further enhances the community aspect of the campaign. By creating challenges that encourage participation, Rare Beauty is tapping into the power of community-driven marketing, where consumers feel a sense of belonging and involvement in the brand narrative. This approach not only elevates the brand's image but also strengthens customer loyalty.

The Evolution of Out-of-Home Advertising

Rare Beauty's innovative scratch-and-sniff billboard campaign exemplifies a broader trend in out-of-home (OOH) advertising, where brands are seeking to offer more than just passive messaging. Chris Gadek, CEO of AdQuick, noted that OOH advertising has evolved to serve as a platform for real-world utility, allowing brands to create memorable experiences that resonate with consumers. The integration of tactile and sensory elements into advertising campaigns signals a shift towards more engaging and interactive formats.

Past examples of successful OOH campaigns, such as Klarna’s award-winning dog-first installation, demonstrate the potential for creativity in this space. By offering an experience that is context-aware and sensory-driven, brands can cut through the noise and connect with consumers in meaningful ways. Rare Beauty's initiative is a testament to this evolution, showcasing how innovative thinking can redefine traditional advertising methods.

Measuring Success: Metrics and Consumer Feedback

As with any marketing campaign, measuring success is crucial for understanding its impact and refining future strategies. Murphy indicated that Rare Beauty would be tracking the total number of samples sent out as a key performance metric. However, the campaign's real success may lie in its ability to engage the community and create buzz around the new fragrance.

The hope is that by inviting consumers to experience the scent firsthand, they will feel compelled to share their experiences on social media, amplifying the campaign’s reach. This organic sharing can significantly influence potential customers and drive sales, as word-of-mouth remains one of the most effective forms of marketing.

Future Collaborations and Ongoing Innovations

The partnership between Rare Beauty and Shopify represents a growing trend of brands exploring innovative collaborations to enhance their marketing efforts. Millan noted that more geogated activations are expected in the future as Shopify aims to strengthen its relationships with merchants on the platform. As brands continue to seek creative ways to engage consumers and differentiate themselves in a crowded marketplace, the potential for collaboration will likely increase.

Rare Beauty's scratch-and-sniff campaign not only sets a precedent for future fragrance launches but also showcases the brand's commitment to embracing new technologies and marketing strategies. By prioritizing consumer experience and engagement, Rare Beauty is positioning itself as a forward-thinking leader in the beauty industry.

FAQ

What is the Rare Eau de Parfum?
Rare Eau de Parfum is the latest fragrance offering from Rare Beauty, featuring a unique scent profile that includes creamy caramel, pistachio, vanilla, spicy ginger, and earthy sandalwood.

How does the scratch-and-sniff billboard campaign work?
Consumers can engage with the scratch-and-sniff billboards by scanning a QR code that unlocks a request for a mail-in rollerball sample, but they must verify their location within the designated billboard zone.

Where can I find the scratch-and-sniff billboards?
The billboards are located in Manhattan, specifically in the Soho and Chelsea neighborhoods, chosen for their high foot traffic and walkability.

Why is this campaign significant for Rare Beauty?
This campaign marks Rare Beauty's first major partnership with Shopify’s Shop app, combining traditional out-of-home advertising with innovative technology to create a unique consumer experience.

How is Rare Beauty measuring the success of the campaign?
The company is tracking the total number of samples sent out and is also focused on community engagement and social media buzz as indicators of success.