Celebrity Endorsement: How ‘Rare Beauty’ Capitalizes on Selena Gomez’s Emotional Bond with Millennials

DOI

10.2991/978-94-6463-596-6_27How to use a DOI?

Keywords

celebrity endorsement; Consumer Behavior; Emotional Branding; Millennial Engagement; Social Media Marketing

Abstract

The influence of celebrity endorsement on consumer behavior is a well-documented phenomenon, but its impact on the positioning and loyalty of a new brand in today’s competitive market remains an emerging field of study. This study focuses on how Rare Beauty, a makeup and personal care brand founded by celebrity Selena Gomez, has used her image to create an emotional connection with Peruvian consumers and quickly establish itself in the market. Through a qualitative approach, in-depth interviews were conducted with millennial Peruvian consumers to explore their perceptions of the brand and the influence of Selena Gomez’s fame on their purchasing decisions. The results indicate that Rare Beauty has achieved significant positioning by associating with values of empowerment and mental well-being, which resonate with the experiences and aspirations of consumers. The interviews reveal that while the celebrity initiates interest in the brand, it is the values and message of Rare Beauty that maintain consumer loyalty. This study contributes to the existing literature by providing evidence of how brands can use celebrity endorsement not only to gain initial visibility but also to build and maintain a loyal customer base. Further exploration is suggested on how the brand can sustain these emotional ties and transform initial interest into enduring brand preference.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ana Pinto
AU  - Giovanni Lamarca
AU  - Francisco Arbaiza
PY  - 2024
DA  - 2024/12/17
TI  - Celebrity Endorsement: How ‘Rare Beauty’ Capitalizes on Selena Gomez’s Emotional Bond with Millennials
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 300
EP  - 310
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_27
DO  - 10.2991/978-94-6463-596-6_27
ID  - Pinto2024
ER  -