Authentic Brand Expression: Tapping Into Talent, Trends, and Creators to Perform on TikTok Case Study1/3 Selena Gomez’s Rare Beauty was founded with a mission to destigmatize mental health and celebrate individuality by redefining what “beautiful” means. The authentic, storytelling nature of TikTok makes it the perfect channel to communicate this message, and Rare Beauty joined the app in September 2020 alongside the brand’s launch. From the beginning, Rare Beauty took an approach that highlighted Selena’s personality, as well as those of creators on TikTok who love, and genuinely use its cosmetics. But the rapid pace and viral nature of the channel poses challenges for brands in terms of understanding what kind of content is working, and why. Learn how Rare Beauty overcomes these c

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