Selena Gomez’s and Jennifer Aniston’s Rare Beauty and LolaVie Launch Party Earns $6.8 Million in Media Exposure
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Selena Gomez and Jennifer Aniston brought their star power together to promote the latest releases from their respective brands, Rare Beauty and LolaVie, in a Galentine’s Day-themed beauty event. Hosted on Feb. 5 in Los Angeles, the soiree generated $6.8 million in media impact value within a week, according to Launchmetrics.
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MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
The beauty event marked the launch of Rare Beauty’s Soft Pinch Matte Bouncy Blush and LolaVie’s Peptide Plumping Volume Spray. Both products will be released in March. Gomez and Aniston attended the business affair in coordinated black outfits and even recorded a TikTok video, reenacting a scene from “Friends.” The clip, published on Feb. 6, has garnered more than 22 million views since.
The “Only Murders in the Building” actress launched Rare Beauty in September 2020. “I basically said, ‘I want people that have been doing this for so long, who are willing to take a chance and take this journey with me,’” Gomez told WWD in 2021.
Aniston’s hair care company was announced in 2021. “Everyone wants to have Jen’s hair, but if our products didn’t live up to that, it wouldn’t have mattered. Our products have been the star, and the feedback on the product has been amazing. We have over 3,500 five-star reviews and won 12 beauty awards,” LolaVie’s president Amy Sachs told WWD in 2023.
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