How MacKenzie Kassab of Rare Beauty is Redefining Marketing with Substack

Table of Contents

1. Key Highlights:
2. Introduction
3. The Emergence of Substack as a Marketing Tool
4. Lesson 1: Cultivating Curiosity About Your Own Product
5. Lesson 2: Embracing Imperfections
6. Lesson 3: Respecting the Platform
7. The Intersection of Marketing and Emotional Connection
8. Lingering Questions: Insights from Kassab
9. Conclusion
10. FAQ

Key Highlights:

• MacKenzie Kassab, Director of Creative Strategy at Rare Beauty, utilizes Substack to provide an authentic and engaging perspective on beauty products.
• Her approach emphasizes curiosity about the product, embracing imperfections, and respecting the platform's unique community-driven nature.
• Kassab's newsletters offer behind-the-scenes insights, fostering a genuine connection between the brand and its audience.

Introduction

In an era where consumer engagement is paramount, brands are continuously looking for innovative ways to connect with their audiences. One such brand, Rare Beauty, spearheaded by MacKenzie Kassab, has taken a unique approach by leveraging Substack—a platform primarily known for its independent newsletters—to share stories that resonate with consumers. Kassab’s strategy is not about polished marketing messages; instead, it embraces a more personal and authentic narrative that invites consumers into the world of beauty through a relatable lens. This article delves into the lessons learned from Kassab’s journey and explores how her unconventional use of Substack is transforming the way brands communicate with their customers.

The Emergence of Substack as a Marketing Tool

Originally designed for writers to publish their musings and insights, Substack has become a vibrant ecosystem where individual voices can flourish. It offers a refreshing change from the overly commercialized messaging often seen in traditional advertising. For Kassab, the potential of Substack was evident. She discovered a platform where genuine connections could be formed, making it an ideal space for a brand like Rare Beauty, which aims to promote self-acceptance and authenticity.

From Corporate Strategy to Creative Storytelling

Kassab transitioned from conventional marketing roles to becoming the Director of Creative Strategy at Rare Beauty. This shift allowed her to explore more authentic forms of brand communication. “Working in the office, [our product] is something that we’re around all the time. We go to meetings about how products are made every week,” Kassab explains. This firsthand experience made her aware of the potential disconnect between the internal workings of a brand and the excitement consumers feel when they first discover a product.

By using Substack, Kassab aims to bridge that gap. Her strategy revolves around sharing the behind-the-scenes stories that consumers often crave. For example, she once collaborated with Rare Beauty’s chief product officer to discuss the development of a new blush. This kind of transparency not only educates the consumer but also builds a sense of community around the product.

Lesson 1: Cultivating Curiosity About Your Own Product

One of the most significant challenges in marketing is maintaining enthusiasm for a product that has become routine for those involved in its creation. Kassab highlights the importance of viewing products through the consumer’s eyes. “What do you know that they don’t?” she asks, emphasizing the need for marketers to rekindle their initial excitement about a product.

Kassab encourages her team to embrace this curiosity, asking them to remember what inspired them during the product's inception. By sharing insights that are not readily available to the public, such as the thought process behind product formulations or unexpected challenges faced during development, Kassab's newsletters add a layer of depth and authenticity to the brand narrative.

Real-World Application: The Power of Behind-the-Scenes Stories

The storytelling approach taken by Kassab is not merely anecdotal; it has tangible benefits. For instance, when introducing a new blush, Kassab shared anecdotes about the product development process, including consumer feedback that led to significant design changes. By doing so, she not only informed her audience but also engaged them emotionally, allowing them to feel invested in the product's journey.

Lesson 2: Embracing Imperfections

One of the most refreshing aspects of Kassab's approach is her willingness to embrace imperfections. In the beauty industry, where idealized images are often the norm, acknowledging the messy realities of product development is a bold move. Kassab believes that sharing failures and challenges humanizes the brand. “We are showing the trials and tribulations of making a product,” she states, reinforcing the idea that even large brands face hurdles.

This transparency resonates with consumers, as it breaks down the barriers often put up by brands. By showcasing the “blooper reel” of product development, Kassab allows consumers to see the brand as relatable and grounded. This authenticity not only fosters trust but also encourages a sense of belonging among consumers.

Creating a Culture of Acceptance

Kassab's commitment to sharing imperfections aligns with Rare Beauty's mission of promoting self-acceptance. By illustrating that even a successful brand encounters difficulties, she inspires consumers to embrace their own flaws. This message is particularly powerful in a society that often emphasizes perfection, making it a cornerstone of Rare Beauty’s ethos.

Lesson 3: Respecting the Platform

Kassab's choice to use Substack was not without its risks. The platform is designed for individual voices, and introducing a brand into this landscape required a careful balance. Kassab recognized that she needed to approach Substack as a content creator first, rather than merely a brand representative. Her newsletters reflect a personal touch, complete with playful sign-offs and a conversational tone that invites readers in.

Building a Community

By respecting the nature of Substack and its community-driven environment, Kassab successfully cultivated a space where readers feel connected to the brand. This approach encourages engagement and interaction, allowing readers to share their thoughts and experiences. The informal style of her writing fosters a sense of camaraderie, as she shares candid insights and entertains questions from her audience.

The Intersection of Marketing and Emotional Connection

In a recent conversation, Kassab was asked about aspects of marketing that are difficult to measure. Her response highlighted the emotional connections that brands can foster. “I love the way marketing can make people feel something,” she stated, underscoring the transformative power of storytelling in marketing. Kassab's ability to connect emotionally with her audience has proven to be one of her most effective strategies.

The Role of Vulnerability in Marketing

Kassab’s approach is also rooted in vulnerability. By openly discussing challenges and uncertainties, she creates a safe space for consumers to engage with the brand. This authenticity is increasingly important in a world where consumers are becoming more discerning and skeptical of traditional marketing tactics. As Kassab puts it, “Helping even one person in our community feel seen and comfortable in their skin—that’s really what gives it all meaning.”

Lingering Questions: Insights from Kassab

Kassab’s approach to marketing extends beyond simple strategies; it invites ongoing dialogue within the community. She often poses questions to her readers, encouraging them to share their own thoughts and experiences. This feedback loop not only enriches her content but also strengthens the bond between the brand and its audience.

Emotional Connection: A Driving Force

Kassab's emphasis on emotional connection aligns with a broader trend in marketing, where brands strive to foster relationships rather than merely transactional exchanges. By prioritizing feelings of acceptance and belonging, Rare Beauty differentiates itself in a crowded marketplace. This strategy reflects a deep understanding of consumer psychology and the desire for authenticity.

Conclusion

MacKenzie Kassab's innovative use of Substack exemplifies how brands can embrace authenticity in their marketing efforts. By sharing behind-the-scenes stories, acknowledging imperfections, and respecting the platform's community, Kassab has crafted a unique narrative that resonates deeply with consumers. Her approach not only enhances brand loyalty but also fosters an emotional connection that traditional marketing often overlooks.

As brands navigate the complexities of consumer engagement in today's marketplace, the lessons learned from Kassab's journey serve as a valuable blueprint. Embracing curiosity, vulnerability, and genuine communication can transform marketing from a transactional endeavor into a meaningful relationship that empowers both brands and consumers.

FAQ

What is Substack, and how is it used in marketing?

Substack is a platform that allows writers to publish newsletters and build subscriptions. In marketing, it can be used to share authentic stories and insights directly with consumers, fostering a community and encouraging engagement.

How can brands benefit from sharing behind-the-scenes content?

Sharing behind-the-scenes content helps build transparency and trust with consumers. It allows brands to showcase their authenticity, humanize their products, and create a deeper connection with their audience.

Why is embracing imperfections important in marketing?

Embracing imperfections makes brands more relatable. It breaks down the facade of perfection often seen in advertising and allows consumers to connect on a more personal level, fostering loyalty and trust.

How does emotional connection impact marketing success?

Emotional connections drive consumer behavior. When consumers feel a brand understands their needs and emotions, they are more likely to engage with it, share their experiences, and remain loyal over time.

What are some effective strategies for creating community through marketing?

Effective strategies include fostering open dialogue, encouraging feedback, sharing personal stories, and creating content that resonates with the audience's values and experiences.