Rare Beauty unveils new campaign with Fred & Farid
Rare Beauty, the beauty brand founded by Selena Gomez, has launched a global campaign for Rare Beginnings Eau de Parfum, its second fragrance.
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Rare Beauty's newest campaign, called Rare Beginnings has been launched. Created by Fred & Farid Paris, it marks the agency's second global collaboration with the brand following Every Side of You, launched in 2024 under the message 'Love Your Rare'.
Where the first campaign spoke to self-acceptance, Rare Beginnings moves into more intimate, narrative territory, around a single idea: the fragrance as a spark. Inspired by the timeless symbolism of Greek mythology, the film draws on the figure of the nymph as a metaphor for self-revelation. Rather than retelling a myth, it translates its emotional essence into a contemporary story of transformation.
Credits
View on- Agency Fred & Farid/Paris
- Production Company Cadence Films/Paris
- Director Hans Neumann
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Credits
View on- Agency Fred & Farid/Paris
- Production Company Cadence Films/Paris
- Director Hans Neumann
- Founder/Chief Creative Officer Frederic Raillard
- Creative Director Yann Rougeron
- Art Director Pauline Lesage
- Copywriter Edouard Delcourt
- Producer Amanda Van Caneghem
- Producer Marla Bahloul
- Executive Producer Lorenzo Ragionieri
- Head of Production/Executive Producer Jeff Sommar
- Line Producer Shawn Loh
- Production Designer Wesley Goodrich
- DP Daisy (DZ) Zhou
- Editor Nuno Xico
- Colorist Dmitry Litvinov
- Talent Selena Gomez
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fred & Farid/Paris
- Production Company Cadence Films/Paris
- Director Hans Neumann
- Founder/Chief Creative Officer Frederic Raillard
- Creative Director Yann Rougeron
- Art Director Pauline Lesage
- Copywriter Edouard Delcourt
- Producer Amanda Van Caneghem
- Producer Marla Bahloul
- Executive Producer Lorenzo Ragionieri
- Head of Production/Executive Producer Jeff Sommar
- Line Producer Shawn Loh
- Production Designer Wesley Goodrich
- DP Daisy (DZ) Zhou
- Editor Nuno Xico
- Colorist Dmitry Litvinov
- Talent Selena Gomez
Directed by Hans Neumann through Cadence Films Paris, the campaign is built on a simple creative premise: nothing in the world changes until Selena does. The film opens on a deliberately cold and confined studio set of hard light, glass and steel. The moment she opens the fragrance, the environment begins to respond. Veils of fabric drift through the space, botanical projections bloom across her dress, and the rigid architecture gradually gives way to something that feels organic, alive and grown rather than built. By the final frame, the studio has completely transformed into a living landscape.
Fred & Farid extended the same logic into a series of still-life key visuals, Selena Gomez and the fragrance shot as a single composition, with the stillness of a painting rather than the energy of a typical beauty campaign. The full campaign deploys across social, OOH, retail, and paid digital in key markets.
"Rare Beauty has spent five years giving people permission to be seen as they are," said Frédéric Raillard, Co-Founder and CEO at Fred & Farid. "Rare Beginnings turns that same idea into a feeling: the moment someone opens up instead of closing down. It's the most natural next chapter the brand could write. Getting to collaborate with this brand again is something the whole agency is proud of."
