Observed Signal · Jul 28, 2026 · Campaign Launch · Source: Retail Dive · Impact: 1/5 · Sentiment: Neutral
Rare Beauty launches Greek mythology-inspired global campaign
Rare Beauty, founded by Selena Gomez, launched a global campaign for its second fragrance, Rare Beginnings, featuring a 45-second hero spot directed by Hans Neumann, inspired by Greek mythology and the nymph metaphor for self-revelation. The campaign, created with Fred & Farid Paris, spans social, out-of-home, retail, and paid digital channels, with painterly stills. The fragrance is exclusive to Sephora. Meanwhile, Piper Sandler's Teen Survey reports teen spending rose 6% year-over-year in fall 2026, with apparel up 7% but footwear down 1%. Athletic brands' fashion share dropped to 29% from 32%, while specialty retailers like American Eagle and H&M gained. Target and On gained ground, and Amazon remains dominant online.
Brand campaign launch with limited implications for industry-level AdTech or MarTech infrastructure; primarily marketing/creative news.
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Key Takeaways & Evidence Grounding
- Rare Beauty launched a global campaign for its second fragrance, Rare Beginnings, with a 45-second spot directed by Hans Neumann, inspired by Greek mythology and the nymph metaphor.
- Rare Beginnings is exclusive to Sephora; the brand recently expanded to Ulta Beauty and is valued at $2.7 billion.
- Teen spending increased 6% year-over-year in fall 2026, with apparel up 7% and footwear down 1%.
- Athletic brands' fashion share among teens fell to 29% from 32%, while specialty retailers gained.
- Amazon dominates teen online shopping, capturing about 50% of upper-income teens' online spending.
Connected Companies & Entities
18 Entities mapped“However, the new fragrance is exclusively available at Sephora, a spokesperson confirmed.”
“Originally available only at Sephora, the brand in February expanded to Ulta Beauty and broke the retailer’s record for launch-day sales.”
“Rare Beauty was the second most popular beauty brand in Piper Sandlers most recent Taking Stock With Teens report.”
“Brands including American Eagle and Liquid I.V. have looked to tap into interest around the hit streaming show.”
“Target was a popular destination for upper-income teen girls.”
“Amazon was by far the most popular online shopping destination.”
“Adidas is among the athletic brands that saw their fashion share decline.”
“Rare Beauty this month tapped Ella Bright, one of the stars of Prime Videos Off Campus, as its first brand ambassador.”
“Lululemon lost mindshare for the fifth consecutive survey.”
“Nike accounted for 45% of the overall footwear share, but lost percentage points.”
“Specialty retailers, including Urban, accounted for 23% of fashion mindshare.”
“Alo Yoga was popular in athletic apparel.”
“The 45-second hero spot draws inspiration from Greek mythology, per details shared with sister publication Marketing Dive.”
“In footwear, Nike, Adidas and New Balance continued to lead.”
“On gained share, especially with teen boys.”
“Specialty retailers, including H&M, accounted for 23% of fashion mindshare.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Selena Gomez and Tate McRae Star in Ulta Beauty Holiday Campaign
Ulta Beauty has launched its holiday campaign 'The Magic Starts with You', featuring pop stars Selena Gomez and Tate McRae. The campaign continues the Mrs. Claus storyline from last year, with Sandra Gray reprising the role. One spot highlights Rare Beauty's brow gel set, marking the brand's first retail expansion beyond Sephora since February. Another spot features Tate McRae's new fragrance, Tate 01, which launched in October during Paris Fashion Week and is exclusive to Ulta in the U.S. The campaign was created by Tamara Group and directed by Nema Vand. It rolls out across TV, streaming, digital, social media, and in-store experiences starting October 31. Ulta also introduced its first 25 Days of Beauty Advent Calendar.
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Athleta launches bolder fall campaign, refocuses brand
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