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Podcast: Decoder with Nilay Patel
Episode: How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch
Description: Katie Welch is the Chief Marketing Officer of Rare Beauty — the beauty products company founded by superstar musician and actress Selena Gomez. Rare Beauty sells its products online and in Sephora retail stores, and importantly, Katie does almost no traditional marketing: Rare Beauty is a true internet brand, that depends on social media strategy, influencer marketing, and community to drive sales. Specifically, the enormous community around Selena Gomez, who, again, is an international superstar with a fandom of her own.This kind of marketing is essentially new. Famous people making their own products and companies and using the...