YouSaid · the spoken record

Katie Welch

lines on the record: 65
first: 2022-08-16
most recent: 2022-08-16
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“About the cure. What's next for Rare Beauty? Hold on, hold on, hold up. Let me rewind. What's your boomer strategy? Two words. Robert Smith.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Wait, are you joking? Because Robert Smith wears eyeliner and you decided to wear eyeliner once, or are you truly a caravan?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Wait, Tom, you got a TikTok for Trump. You're not going to. First of all, I know you're not going to. I just went from my gut, not like from a talking point.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I think what's interesting about social, it's not so much as a demographic as it is a psychographic. or content that's more around self-worth or mental health or mental well-being like with something like a TikTok that content might show up in their feed. So and sometimes we'll work with creators that are of different ages, maybe boomers. I'm laughing. I'm still laughing. That's really funny.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Well, I'm just wondering at some point you're like, I don't have time to make this set of decisions anymore. These are my brands and I'm going to like do all the other stuff I need to do to like keep my kids alive or whatever, right?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I don't know. Beauty is tough. People are not always super loyal. So I would like to foster a relationship with all sorts of every generation and figure out how we do that. That makes the job so much more difficult.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I mean, that's the world we live in. So that's why we make decisions with community in mind so that we are creating content that's beneficial for them. We're putting out words and visuals that makes them feel good about themselves. It sparks a positive conversation around self-worth. We think about it. You have to think about it. It's the right thing to think. I like thinking about it. It's another layer of complexity, but you have to. I guess certain beauty brands certainly could and just put stuff out there and just it just depends on the approach your approach as a brand.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Think you just try to do the right thing as much as you can and do the best that you can. And so much of that is just paying attention. But my goodness, we're all human. People make mistakes. We're not robots. And I think if something were to happen, you're transparent and you apologize and you fix it the best you can. But sure, we think about everything. We think about you just try to be as respectful and as kind as you can to the community so that you what you say, what you post, what you share doesn't make someone feel bad because that's not what we want to do.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“The people who we kind of call our friends are friends of the brand because we have those relationships with them and maybe get their insight or understand what happened or see if they can help navigate whatever's happening. It's so nuanced in whatever that situation could be. It just depends on what the situation is. But for the most part, everyone's pretty kind. They're all really, I worry about that. I worry about a lot of it. You're 100% right. You worry about something. You put something up on Instagram that is someone going to say something rude about whomever's in the post because it happens in other channels. And I have not seen it. And I just feel like the community is really a kind group. We sort of just don't allow for it.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“What's been interesting about community is our community team myself, we've gotten to know some of the more vocal people, some of our bigger fans, we've gotten to know them, whether we've met them in person at, let's say, an event or we've done a Zoom call with them and these things that we call rare chats. First and foremost, nothing's ever gotten out of hand. Knock on wood. Oh my gosh, I don't even like saying it. It never happened. But I would think that what we would do or sort of turn to”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“All just it just depends. We use the well, I mean, the brand is based off of her song Rare and her album Rare. So that she first sort of fell in love with that word. So we use the song rare all the time.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“But yeah, it's all. Okay, we edit that part out of me whispering to you. No, it's all the same. It's fine. I can talk about it. But no, it's all the, it's the same.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Well, you know, we have so much, I don't know, I don't know. And I think so depends on who your audience is. It depends on where you're running it. It depends on the type of content they're consuming. But if there is like a TikTok type content that's maybe more demonstrable of the product, like how the product works or shows something that really keeps you highly engaged and it's 15 seconds. And that could possibly work. And we've seen it work on TikTok maybe. That could be interesting. Or it could be a more traditional type of spot, something that uses our, you know, where Selena stars in it or she uses her voice or one of her songs. Sure, that's all possible. What I think is interesting, though, is like, what's going to get someone back to watch like out of the kitchen into the TV really to watch the TV? What if it was like a really...”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I don't know. That's not true. That's not true. I don't know that for a fact. At this point, do we have the marketing dollars to make a true impact, to do addressable TV, or we can really do it the right way? Because I'm watching it closely. We did addressable TV at launch. It performed, but it was in the mix of everything else where everyone was talking about the launch of Rare Beauty. So it's tough to sort of say, okay, yeah, that did it. But I do want to try it again. So we're talking about it for next year. We'll do the creative in-house probably.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“When we launched, we did addressable TV. I think Addressable TV is really interesting. We had some success with it. It's something that we talk about a lot. But right now we're so digital, digital focused. That's where she is. They are”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“When we launched, we worked with an agency because our creative team wasn't fully staffed yet. But no, everything is in-house at this point.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Sure, sell marketing. Any, I'm not going to pretend it's not. And I think people know what's interesting is. People turn to the brand for some of that stuff, how to use a product. So let's just make sure you have it. You have all of those resources for your consumer if they want that to find it on your YouTube or if they want to find it elsewhere. I think you have to do the consumer the service of having it all there. And yeah, it's marketing. It wouldn't be smart to launch a product without anything else.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“It depends on what the concern is. And it could be are they using it the wrong way? Is there a way we can educate on something? I remember I worked years ago a product people are actually just putting too much on their face and it was just not wearing well because they were just too much. And so we created a ton of content on, okay, a little bit goes a long way, change the messaging, worked with creators to get that word out. And so sometimes it just depends on what the issue is. And so maybe that you can sort of turn that ship around. But hopefully you can think through that all before it launches. But it happens, my goodness, yeah.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“So that's a hard moment, right? I think we've all seen that moment when Product of Sads is a little bit to the hype. It doesn't meet expectations or there's an unfair piece of coverage and things go sideways. Maybe not for Rare Beauty, but how do you react to those moments? What's your strategy for that?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Because I think we've all been in those positions where you're like, holy shit. Am I going to do with this? It does it work. It's true. So it's true. And again, you can't just force the message on people. So someone's going to come out and say, you know what? I actually don't really like that product. And you're like, oh, how do I turn that around?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“No. I mean, if people were only aware of that Selena Gomez had a beauty brand, that wouldn't do anything. There's so many other things that I think you have to prove product performance. You have to show that the brand has values at a different point of view. You have to talk to the really highly engaged community and SuperFans first. So even if you were just like, hey, look, there's a product by Selena Gomez. I don't think people would necessarily buy it right away. There's a lot of other elements that go into it. And maybe some other brands do just that or assume that they can just rely on that. But not for this customer, in this day and age. I think people, they want to know, they want to research products. That's why the creator community is so important. But it all starts with a product. You have to have a great product. So if we didn't have a good product, like all the marketing in the world, it wouldn't matter.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Well, I think we're starting from a different spot. We have such a highly engaged, large social fan base ourselves, plus obviously Selena, someone once said to me, oh, you guys just have Selena posts and then people buy your products. And Selena has incredible engagement. Her fan base is so kind and wonderful. But I think it's truly, it's the mix. So it's what does she want to post? What makes sense from her that she wants to talk about a product? But that obviously she reaches a very large amount of people, but it's that plus. And so we sort of, if we just think even from all of our own channels as a large base right there, how do we leverage that to then what's the rest of it?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I wouldn't say that. I think our mix is so balanced. I think our marketing mix is pretty healthy. It's just we're just not solely relying on that one channel. So if that one isn't working, or maybe the days of seeing an Instagram ad or a Facebook ad and then buying it and like converting immediately, maybe those days are over. Maybe they're seeing the ad and then they're seeing it in Sephora and then they're getting an email. Maybe they just have to see it a couple times before they actually convert and maybe it's a little bit tougher now that there are so many instances of recommendation or like points along the consumer journey that actually could make that I don't know if you can sort of attribute to Instagram or Facebook as much but it's I think it's still important to think through okay it's all about that message or that point of view or what are we putting out there to help convert eventually but because we weren't so reliant on it from the beginning it's been okay but we've really sort of thought about making it a little bit more balanced”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“We have not done promotions yet to that level. We're only two years in. At other brands have I done that? Yeah, yeah, you can.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, well, is it from a tracking mechanism or is it just we just see the results? Like, for instance, maybe it's like two or three creators at the same time talked about, it's called our Always an Optimist, four in one mist. It's a setting spray. And it jumped. It was on maybe like one of the lower skews, a great skew, but maybe not as a top seller. And the next thing you know, it skyrocketed to the top. And I know for a fact that it was, in fact, the TikTok beauty creators who were talking about it because no one else was talking about it. We hadn't done an email bus. It was organic. They just started talking about it. So we do pay very close attention to our sales by SKU versus what people are talking to to see if we can track any of that. So if it is something that's either a, oh my goodness, we've got to look at inventory or B, is this a trend or something that we can leverage, like the blush and highlighter model?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Sure, sure, sure. Do you have to change your message? You modify it where the message is, absolutely. But yes and no. I mean, the wild thing about beauty and these beauty creators and the people who are starting the conversations around beauty, they are also talking to the beauty advisors in Sephora. So let's say there was a trend on TikTok where people were taking our blush and the highlighter and mixing them together took off. People were going into Sephora to recreate that same trend or the beauty advisors at Sephora were then recreating that same trend. So I pay attention to the trends that are happening on TikTok to see if that's something that we want to make sure people in Sephora are educated on that. Or is that a trend then that we could pitch to the Sephora team, hey, could we do an email blast? Could we do a social post or something that recreates this TikTok trend that we're seeing? So it's really a two-way conversation. And then everything too, you're aligned around a product launch. So you're messaging is still.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Okay, so at some point they presumably will. They have announced it. I'm just saying that's a different environment for you to participate in. Do you have to tailor your marketing message to, okay, you're going to walk into a store. There's lots of products in there. And we want you to pick hours versus your scrolling TikTok. You see a trend. Come to our website, hit the button, Apple Pay looks at your face and you're done.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Offense to my chief digital officer who runs our e-com business. I love Sephora. We've launched around the world. In fact, we just brought Selena to Sephora in France. Sephora in Italy. And then in the UK, there is no Sephora at this time, but we distribute through Space and K, which is an incredible retailer. So we brought Selena to London. She was able to meet the teams locally, see the gondola in store. They are such Space and K and Sephora are such incredible beauty powerhouses that to be there and to partner with them and to help them. That's a marketing channel in itself. To be able to have your brand message, whether it's in the windows of Sephora on the gondola, which is the merchandising unit, working with the beauty advisors to train them through and through to be able to talk about your product. It's a huge powerhouse and they are an incredible partner.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Everyone, yeah, it'd be interesting to see with the engagement, right? Like, is it something? I know that sometimes when you walk or when you change angles, or I heard, gosh, who was I heard the Washington Post team, did they say that you have to change, like if you change your angle or change your clip every few seconds, two seconds or something, that it keeps your engagement? Obviously, that's part of the algorithm is to keep people watching. So maybe that, but honest truth, it's because of my schedule.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“First and foremost, pull over, put the car in park. It's usually because my schedule is so like, God, got to get to a meeting. Honest to God, I'm like, I got to get this done. I got to get this up. I pull over. I do it really quickly. And I post it. Now, others, I don't know, but there is quite a trend. And I think because I saw others doing it, I was like, okay, this is fine. I don't have to be like in front of a ring light in my kitchen. So that's what I do that. But for me, it's usually because I'm pulling into the office and I have to get it done before I go into a flurry of meetings.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Well, my answer is, first of all, it's always pulled over because God knows I only started driving when I moved down to LA.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I still love it all. Will it change? Of course, are we going to know no? Does that what keeps that what's nerve-wracking to me? Yes. But I try to stay on top of it. That's why I'm paying attention to be real and everything else. It's just you don't have to do every platform, but you certainly do need to explore them and understand them and figure it out. I think that's one of the reasons why I got on TikTok in 2019, because I saw that my own personal, myself, my attention was going to that platform so much that I thought, oh, God, this is going to be, we got to figure this out and what works.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Two trusted resources. So we create educational content that could help destigmatize, that can help link people to Nami, the National Alliance on Mental Illness, or Dr. Mark Brackett of Yale, et cetera. So, what I think is interesting about Instagram is that that's where some of that kind of”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Okay, this is a great question. So I would say that they are still on Instagram. They are on TikTok. They're on all these platforms. Perhaps they're spending a little less time on one or the other. I'm not going to recommend stopping engaging or stopping creating content. It's the type of content that we do create. What's interesting is to see what we create and what works and what doesn't. And how do you sort of speak the different languages of the platforms? Where it's going to fail is if you create one piece of content and just like slap it up on TikTok and Instagram and think that they're all going to be the same. That's not really going to going to always work. We have found that some of the mental health content that we create. So we created, it's called the Rare Beauty Mental Health Council. And they are advisors within mental health, nonprofit, academia, the medical field, all who help guide our strategy or help co-create content. We're a beauty brand. We sell lipsticks. We create lipsticks. We can't offer, we're not the brand to dole out mental health advice, but we are the conduit.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Okay, so I agree, but what's been interesting for me is watching my Gen Z team, watching them be so engaged. They weren't that engaged in the other ones, but this one they are.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“But someone posted a friend of mine, Brendan posted, that I guess this time last year, paparazzi, that app was super popular. And then, of course, Clubhouse. So it's like, will it rain? I don't know.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“We still are just working, solid lipsticks, but here I am selling lipsticks. So it's a lot of that. No, but what I think is interesting about BRL is it's that capture. There's something about you have to do it right then and there, this sort of urgency. Like if you're late, that's not a good thing. I think it's cool that you don't have the opportunity to filter, that it has to be what you're doing, that you have to quote unquote be real. I think the memes around it are hysterical. And I think it's interesting that my team, I watch them all like drop everything for a be real.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Being What are my B reels? Incredibly boring. Here I am in front of the computer screen. Here I am Here I am. Yeah, like my life is. I shouldn't say that out loud. My life is not that exciting. It's not like I'm, oh, here I am on a hike or what I don't know what I'm doing. I'm working. So here I am working.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“That makes me sweat a little bit, but yes, CMO is a tough role. I don't have my MBA. I didn't grow up as like an assistant brand manager that worked her way up. I grew up in public relations. I worked at Weber Shandwick for many, many years. I have sort of a different approach. And I don't like saying I this much. But I think because of that, I think of things in a different way that works in 2022, three. Now, what's going to happen in 25? I don't know.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Has a really good question. Understand that I have seen that. I have heard that same sentiment. I have certainly read that sentiment. I love what I do. I love storytelling. I love community engagement. I love that the marketing mix has shifted so that we can do this sort of super non-traditional social, let's see what happens. Let's market to a bunch of different people. I love pushing the boundaries. That's where I thrive in that environment that I'm more creative than a data led person. I think maybe it's my personality. Maybe it's my background. I like to do stuff like that. So I am up for the challenge. May this not come back to haunt me one day.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“The Google is no. Because I personally am on TikTok, I think my team, maybe they would disagree. I think I'm more chill in that regard that I'm like, yeah, it's going to be fine. Like, I just want to maintain that conversation and presence and build a community on TikTok where we are able to engage in the conversation around beauty, both with creators, with those who are our followers, our fans. And that has worked. Is it non-traditional? Totally. Like, would another beauty brand do that? I don't know. They may not be as comfortable doing it, but you know what? It works. Why not try it? If it makes people smile.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Maybe not, but does it make people snake that this brand is warm and welcoming? Yeah, totally. Everything doesn't have to be for sales.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Know, I think it's just like the new marketing funnel. Does our TikTok drive sales directly? Maybe, maybe during a launch time, but sometimes it's someone else on TikTok who could be driving sales. It's still tough to gauge. But what I think is cool about our TikTok, it's back to that relationship building with our community, whether there are internal content creators are telling stories around product point of difference, how to use a product, product new, it's product just launched, or even just sort of inside jokes, they started putting Googly eyes on our products and creating characters. And when we launched in Europe taking these characters around the world, people loved it. They were stories. It's a way that they were able to sort of follow along on the TikTok trends and sort of bring to life TikTok trends.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“I think for the future of marketing, it makes it difficult. What it used to be was sort of easy to figure out how the news was delivered or how you could launch a new product. It was simpler, to be honest. Now there's just so many audiences to whom you could reach. And the list never ends. And that is tough. And I think then the tough part is saying to the team, like, okay, shut it down. You could do this all day long. Because there are so many points of entry to find beauty news and however you want to market that, whether it's paid earned, owned, whatever.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“You know, it's up to the individual reader, viewer, consumer, listener, whomever, to take it all in and determine who they want to Follow, believe in, you know, hold their opinion as higher. But I don't think there's one is better than the other. I think it's all exciting. Is that a little Pollyanna of me? I know it's a little Pollyanna of me. I'm from the Midwest.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“One's not better than the other. I think what I love, there are just teams of people who love beauty products. And that is what I've always loved is why I love doing the job that I have. Like if I was an 18 year old or 14 year old, whatever, I would love to be able to say, oh my gosh, someone's going to teach me how to use this eyeshadow palette, whether I turned a YouTube, TikTok, or an issue of Vogue magazine. I just think there's more content to consume for those who love beauty. And I think some people are still going to read Vogue magazine, which is awesome. I still do. I think some people are just going to stick to TikTok, which is what I also do. So in my opinion, it's just, there's just more people talking about makeup, which is cool. What's great is there's so many different points of view. I mean, perhaps when I was growing up, there was just one point of view. And now the points of view come from so many different people, so many different backgrounds, so many different ways of self-expression. I think it's cool. I think it's great. I embrace it all.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“A step further and say, okay, this is Katie in our community. She's wearing whatever lipstick, kind words lipstick in the shade humble. And then we will take it a further question and ask the community member something about themselves. So we get to know them so that our community gets to know one another. We like to celebrate why people are unique and rare. Why not try and do that in all aspects of our social?”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Oh, 100%. 20 years ago, or however many years ago, you know, we would push out a marketing message and you would have a traditional media plan and you would have this one-dimensional target to whom you were trying to reach and you were marketing to, that was it. It was flat. You'd push those messages out. But now it's really a two-way conversation. And I know for many of people, that sounds obvious, but I don't know that a lot of brands are really, really doing it. I do think beauty does it well because it's sort of a high touch product. It's evolved into that way. We do do some digital advertising. We run Facebook, Instagram ads, but I don't see that as the most powerful part of the marketing mix. It really is PR and influencer marketing, in my opinion. And social and our community marketing. But we try to take it to another level. We try to do it in a more personal way. Like we'll post on Instagram about, let's say UGC, user-generated content, someone's wearing the lipstick, you post the photo, that's not groundbreaking. But we try to take.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“Okay, so in beauty, there is a huge segment. And we are doing hosting a dinner to get to know the brand or to get to know one another, or we're doing a hike or something with our own community to get to know them. They're non-traditional marketing techniques, but I do think it's something that it all stems back to the brand and what we're trying to build and how we bring that to life.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT
“It includes creatives within the beauty industry. The creative teams are always, there's so much that needs to get done, so much not just content, but campaigns, launches, visual merchandising. So it's a sizable creative team. We have a brand and product marketing team, a consumer marketing group that oversees digital and social and community. We have PR and influencer marketing, which is a huge part of beauty. Within Creative Copy, and then finally, social impact. And that's the division of the company that works to make a difference in the world, the three individuals who are on rare impact.”
2022-08-16 · Decoder with Nilay Patel · How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch · IDENTIFIED FROM THE TRANSCRIPT