Rare Beauty Review: Embracing Uniqueness
Zeynep Avan
In our ongoing series of reviews, we’re diving into the strategies that popular e-commerce brands use to build and optimize their online presence. From product presentation to customer experience, these brands offer valuable insights into what it takes to succeed in the e-commerce market. Today, we’re exploring Rare Beauty to uncover the unique elements that set its e-commerce and website strategies apart. In our Rare Beauty review, we aim to highlight how thoughtful design, engaging content, and seamless user experience contribute to its growing popularity in the online beauty space.
Rare Beauty
Rare Beauty, founded by Selena Gomez in 2020, is more than a makeup brand; it’s a movement that challenges the beauty industry’s unrealistic standards.
Gomez has used her celebrity influence and massive social media following to promote a range of products like mascara, liquid blush, and lip oil.
However, the brand’s success isn’t just about star power.
Rare Beauty’s core philosophy is about embracing individuality and celebrating imperfections, offering products designed to enhance one’s unique features rather than conceal them.
The brand has built a strong online presence, with millions of followers across Instagram and TikTok.
Rare Beauty connects with customers seeking authenticity and self-acceptance by fostering an inclusive and caring community.
With a team of beauty industry veterans, including Chief Product Officer Joyce Kim, Rare Beauty is successfully progressing in the competitive e-commerce beauty industry.
It stands out by promoting transparency, mental well-being, and a message of empowerment, creating meaningful connections with its audience.
Comprehensive Feature Analysis
Product Descriptions and Collections – 9/10
Product Collections
Rare Beauty’s product collections are somewhat cumbersome to navigate. While they do categorize their products under different sections, the design requires users to swipe left or right to access them.
This layout can be less user-friendly compared to having all product types displayed prominently on the homepage. The “Shop All” approach feels a bit limiting, especially for users who want to explore specific categories quickly without scrolling through large images.
Product Pages
Each product page is detailed and consists of various sections: the product view, details, usage instructions, ingredients, and comments from Selena Gomez.
This structure offers a comprehensive overview to customers who want to understand everything about the product before purchasing.
Throughout the product page, Selena Gomez’s name is used prominently to describe the products. This approach leverages her influence as the brand’s main driver, using her persona as a key marketing tool.
It’s a clever mix of social influence and branding, which can be very effective in drawing attention and building trust with the target audience.
While detailed, the product pages might feel overwhelming. They contain extensive information, making them a bit long to read. A more compact and streamlined format could improve readability, especially for users looking for quick information.
The “How to Use” & “What’s In It” sections are a highlight. The “How to Use” part provides clear instructions, making it easy for customers to understand the product’s application. “What’s In It” offers transparency by listing ingredients, which is crucial for beauty consumers. These parts add value by giving users a deeper insight into the product.
The inclusion of product images featuring diverse skin types is commendable. It showcases the brand’s inclusivity and helps customers visualize how the products might look on them, enhancing the shopping experience.
Product Pages’ SEO
Rare Beauty’s official website appears at the top of the search results, which indicates strong SEO practices and brand authority. However, it would be more engaging if a product image were displayed alongside the search result.
Visuals can significantly enhance the click-through rate by giving potential customers a preview of what they can expect. Including an image in the search snippet can provide a more enticing and informative search experience, potentially attracting more organic traffic to the product page.
User Experience – 8/10
Rare Beauty’s website is clean and visually appealing, with a minimalist design that makes navigation intuitive.
The layout draws attention to key products and features, with the community section being a standout. This part showcases a sense of inclusivity and engagement, aligning well with the brand’s message of promoting self-acceptance.
The site has four main pages on the top navigation bar, with only one leading directly to the shop. While this keeps the menu uncluttered, the small number of categories might limit the user’s ability to explore products easily. There could be more emphasis on categorizing products for better browsing.
The website offers filtering and sorting options, which is a positive feature for product discovery. However, the filters are somewhat limited and don’t warrant the large window allocated for them. They could benefit from being more varied and comprehensive to help users find products that match their specific needs more effectively.
The shopping cart functionality is well-executed, popping up on the right side of the page. This design choice offers a seamless shopping experience, allowing users to review their selections without navigating away from the product page.
The checkout process is straightforward and clean, providing a hassle-free experience. However, it lacks variety in payment options, notably missing Shopify Pay. Offering more payment choices could enhance the overall user experience and accommodate a broader range of customer preferences.
Customer Service and FAQ Page – 7/10
Rare Beauty’s customer support is not available 24/7, and the chatbot they provide is quite limited. It primarily serves as a static support tool, offering a selection of predefined options without direct communication capabilities.
This approach may leave customers seeking immediate or more personalized assistance without adequate support, particularly outside standard business hours.
The FAQ page is clean and well-organized, offering a range of topics to assist customers with common questions. Its straightforward design makes it easy for users to find answers quickly, contributing to a positive self-service experience.
Lastly, the brand offers an option to contact customer support directly via phone, adding a personal touch to their service. This is especially helpful for customers who prefer more traditional support channels.
However, the lack of live chat or more advanced chatbot functions could limit the overall customer service experience for those seeking real-time assistance.
Return and Shipping Policies – 10/10
Rare Beauty combines its shipping and return policies into a single, concise document that is easy to read and understand.
The straightforward format avoids lengthy explanations, providing customers with clear and essential information regarding processing times, delivery, and returns.
If customers need more assistance, they can easily contact Rare Beauty directly via phone. This approach reflects a customer-friendly stance, making it convenient for shoppers to get the information they need quickly without sifting through complex policies.
Promotions and Discounts – 5/10
Rare Beauty’s approach to promotions and discounts is quite minimal.
Unlike many other cosmetic and beauty brands that actively run loyalty or rewards programs to engage their customers, Rare Beauty seems to lack such initiatives.
The only promotional element on their site is an email subscription, but it’s not clear what subscribers will receive. It appears to be a basic sign-up for notifications about potential future offers rather than an enticing incentive like an immediate discount or exclusive deals.
Additionally, they offer free shipping for orders over a certain limit, but this is a standard practice across many e-commerce stores and doesn’t add much excitement or drive loyalty.
Overall, the lack of compelling promotions or rewards leaves something to be desired in terms of customer engagement and loyalty-building strategies.
Special Features and Innovations – 6/10
Chatbot Integration
Rare Beauty has integrated a chatbot via Gorgias, but it falls short of providing a personalized AI shopping experience like some advanced solutions, such as Juphy.
The chatbot primarily offers basic support options rather than acting as an interactive shopping assistant. While it covers standard inquiries, it doesn’t enhance the shopping experience to the level that a more sophisticated AI-driven assistant could.
Klarna – Buy Now, Pay Later
Rare Beauty offers a “Shop Now, Pay Later” option through Klarna, allowing customers to split their purchases into four interest-free payments.
This integration can make higher-priced items more accessible, improving the purchasing experience by providing financial flexibility.
Catch Integration
Rare Beauty has integrated the payment solution “Catch,” allowing customers to earn 10% store credit on every purchase. This integration provides an alternative to traditional payment plans, avoiding debt and offering rewards to customers.
It’s a customer-friendly approach that not only incentivizes repeat purchases but also helps brands save on credit card fees. By offering this unique payment option, Rare Beauty enhances the shopping experience and provides added value to their customers.
The process is straightforward, with the total cost divided into four payments, charged every two weeks. This feature is a significant plus for customers who want to manage their spending without upfront financial pressure.
Strengths Showcase
Celebrity Status as a Unique Selling Point
The brand heavily leverages Selena Gomez’s celebrity status as a key selling point.
Her name and persona are used extensively across the website and marketing materials, similar to how other celebrity-founded brands like Betty Buzz with Blake Lively or Fenty Beauty with Rihanna use their founders’ fame.
In a market saturated with beauty products, having a celebrity founder provides an immediate edge, acting as a unique differentiator that adds both credibility and attraction to the brand.
Comfort Club
Rare Beauty’s “Comfort Club” offers a unique series of videos ranging from yoga flows to meditation sessions. This feature emphasizes the brand’s commitment to mental health and self-acceptance, creating an emotional connection with customers.
By providing valuable content that aligns with their mission, they add a sense of spirit and value to their products, offering customers more than just cosmetics—a reason to engage with and support the brand.
Rare Impact
Rare Impact is Rare Beauty’s effort focused on mental health and self-acceptance. This program aims to support mental health across the community, employees, and partners, working to reduce the stigma associated with mental health and offering resources for support.
Rare Impact has made a tangible impact, raising over $7 million and reaching over 1 million people across five continents. By actively promoting this cause, Rare Beauty aligns its brand with a socially impactful mission, fostering a sense of community and responsibility that resonates with customers.
Shade Finder
The “Shade Finder” tool is another strength of Rare Beauty for a diverse range of skin tones.
This feature makes shopping for cosmetics much more inclusive and accessible, helping customers find their perfect shade easily. It’s an example of how Rare Beauty prioritizes user experience in that sense.
Growth Opportunities
Lack of Promotions and Discounts
Rare Beauty currently has limited promotional strategies in place, missing an opportunity to drive customer engagement and boost sales.
Unlike other cosmetic brands, such as Sol de Janeiro, which offer various programs and discount incentives, Rare Beauty could benefit from implementing similar strategies.
Introducing loyalty programs, seasonal promotions, bundle discounts, or exclusive offers for subscribers can provide additional motivation for customers to make a purchase.
These not only encourage first-time buyers but also help retain existing customers, fostering a sense of brand loyalty.
Lack of AI Shopping Assistant
The current chatbot used by Rare Beauty is relatively basic and fails to provide a personalized shopping experience. Implementing an AI-powered shopping assistant could significantly enhance customer interactions.
An advanced AI assistant (like Juphy AI) can offer personal product recommendations, answer customer queries in real-time, and guide customers through their purchasing journey, much like a personal shopper would.
This would not only improve the overall customer experience but also increase the likelihood of upselling and cross-selling products, ultimately boosting sales.
Weak Customer Support
Customer support at Rare Beauty is not available 24/7, making it difficult for customers to receive immediate assistance when needed. Enhancing the customer support system by extending support hours or providing 24/7 assistance could greatly improve customer satisfaction.
Implementing an AI-powered support system could also help address common issues outside of standard hours, providing timely responses and reducing customer frustration. Furthermore, offering multiple support channels such as live chat, email, and phone support would make it easier for customers to connect with the brand, leading to a more positive shopping experience and potentially higher customer retention rates.
Summary with the Final Rating
Our ratings for Rare Beauty’s website are all based on our research and testing of their e-commerce platform. Here’s how we rated key points:
Product Descriptions and Collections – 9/10: Detailed and comprehensive product pages with diverse skin type visuals, though navigation could be more user-friendly.
User Experience – 8/10: Clean design, but limited product categorization could hinder exploration.
Customer Service and FAQ Page – 7/10: Well-organized FAQ and phone support, but lacks 24/7 availability and an advanced chatbot.
Return and Shipping Policies – 10/10: Clear policies with an easy-to-understand format and direct contact options.
Promotions and Discounts – 5/10: Minimal promotional efforts with no loyalty programs or clear motivation for subscribers.
Special Features and Innovations – 6/10: Offers “Buy Now, Pay Later” options but lacks a more advanced AI-driven shopping assistant.
Overall Rating – 7,5/10
How Could Have Juphy AI Help?
Juphy AI could significantly enhance Rare Beauty’s customer experience by addressing its key operational gaps and aligning with the brand’s unique needs.
1. AI Sales Assistant
Rare Beauty could benefit from Juphy’s AI-powered product recommendations, offering personalized makeup suggestions to customers and enhancing sales through tailored shopping experiences.
2. AI Support Assistant
With Juphy’s AI, the support system could provide instant, accurate responses, acting like a real support representative and reducing the need for extensive human intervention.
3. 24/7 Support
Juphy’s round-the-clock AI support would ensure customer queries are promptly answered, even outside of standard business hours, improving customer satisfaction.
4. Shopify Store Data Sync
Juphy syncs with Shopify to keep product, stock, and branding information up-to-date, ensuring the AI assistant always provides the latest and most accurate information to customers.
5. AI Assistant in Instagram DMs
With over 7 million followers on Instagram, Rare Beauty could leverage Juphy’s AI to manage high volumes of direct messages, providing personalized support and product suggestions seamlessly within the platform.
Start Juphy Today, Increase Your Store’s Sales
Integrating ‘Built for Shopify’ badged Juphy AI could help Rare Beauty transform their customer support and sales, offering a more interactive, real-time shopping experience.
Start your journey with Juphy today for free to keep improving your customer experience and sales performance.
