The role of social marketing on the development of digital marketing strategies of Rare Beauty

Abstract

There are more and more social problems in today's society, so people and organizations must take an active role in minimizing them. Rare Beauty is a make-up brand founded in 2020 by singer, actress and activist Selena Gomez. Over the years, it has orientated its social responsibility with actions focused on mental health. Through a narrative methodology and documentary analysis, the aim of this work is to analyze the role that social and digital marketing play, through concerted actions and based on communication strategies, in order to raise community awareness of social problems, such as mental health, and, above all, to create the necessary change, for the formation of social well-being. We, therefore, conclude that social and digital marketing are drivers for building marketing skills, which are fundamental to solving social problems and leveraging the social awareness of the brands and organizations involved in this dynamic.