Analysis of a Rare Beauty Paid Ad

Looking into a specific Rare Beauty meta ad, I analyzed a live conversion focused advertisement promoting the launch of its new Lip Butter Product. The ad was sourced directly from the Meta Ad Library and is currently running across Facebook and Instagram as a sponsored video placement.

Notably, this ad does not appear on Rare Beauty’s organic feed, indicating it was likely created as a dark ad intended specifically for paid delivery and targeted audiences.

Campaign Objective & Creative Effectiveness

The primary objective of this campaign appears to be conversions, specifically driving product sales for a new launch. This is reinforced by the clear “Shop Now” call to action and the focus on product benefits within a shortform video format. The creative features Selena Gomez backstage during a photoshoot, holding and applying the product. This behind the scenes approach feels intimate and authentic, aligning well with Rare Beauty’s brand identity and values.

Visually, the ad is clean, minimal, and on brand. The copy is concise, describing the product to communicate value without overwhelming the viewer. The founder led format likely increases trust and emotional connection, particularly among existing fans of both the brand and Selena Gomez.

In the live session, it was noted to cap the amount of times a creative ad is present to about 3-5 times. I wonder how long they have used this creative for, as it has been up for almost 2 weeks now.

Targeting Assumptions & Estimated Performance

Based on the creative and messaging, the ad is likely targeted toward beauty consumers, existing Rare Beauty customers, and fans of Selena Gomez. Additional inferred segments may include users interested in skincare, makeup, and other adjacent beauty brands or retailers. Retargeting past website visitors or social engagers would also make sense for a launch driven conversion campaign.

Using WordStream’s Facebook advertising benchmarks as a reference, the estimated performance for this ad would likely meet or exceed average metrics for the beauty category. With founder led video content and a strong CTA, a CTR (click-through rate) above the ~0.9% industry average is reasonable, along with a CPC (cost per click) near or slightly below the ~$1.72 benchmark. Engagement is also likely supported by the video format and recognizable face, helping maintain efficiency during the launch window.

Optimization Opportunities

While the creative is strong, there are a few opportunities to further optimize performance:

• Increase Interactivity + Replay Value
  The current video is visually pleasing but relatively passive. Adding moments such as showing the final campaign photos on a screen, quick outfit changes, or a second behind the scenes reveal could encourage users to pause, rewatch, or stay engaged longer.

• A/B Test Alternative Video Endings
  Rare Beauty could test variations of the same concept, such as a version where Selena directly looks at the camera or a clip that ends with a stronger product payoff moment. Small changes like this could improve watch time and CTR.

• Retargeting with Specific Messaging
  A separate version of this ad tailored to returning site visitors or previous purchasers could include urgency based copy (“Just dropped” or “Limited launch”) to further support conversions.
  

Overall, this Rare Beauty ad is a strong example of a conversion-focused, founder led launch campaign. With minor creative refinements and targeted testing, the campaign could further improve engagement and efficiency while maximizing ROI during the product launch phase.

Check out my take at a Paid Rare Beauty Ad Campaign.

Hey, I’m Ashley!

I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.