Case Study: Rare Beauty drives buzz and sample orders for its first fragrance with Shopify

Shop and Rare Beauty reimagine sampling through scent

Rare Beauty, the mission-driven beauty brand founded by Selena Gomez, wanted to launch its first fine fragrance, Rare Eau de Parfum, in a way that would spark excitement and let fans experience the scent before it hit shelves. To do that, Rare Beauty partnered with Shopify and used Shop’s sampling and geo-gated technology to create an immersive pre-launch experience.

Shopify helped Rare Beauty roll out scratch-and-sniff billboards across New York City, paired with QR codes that gave fans exclusive access to sample the fragrance through Shop. The campaign created strong buzz both offline and online, drove pre-launch trial, and built major anticipation for the official launch, while keeping the experience exclusive to NYC fans.

Rare Beauty

Ashley Murphy

Senior Director, Consumer Marketing