Rare Beauty and Canada Goose Bet on Mythology and Nature

The setting Rare Beauty chose for its second fragrance campaign was not a polished studio, but a moss-covered forest. The brand, founded by Selena Gomez in 2020, uses the image of a nymph from Greek mythology as a metaphor for self-discovery, naming its new global campaign and fragrance product “Rare Beginnings.” The 45-second film was directed by Hans Neumann and created by wrapping a studio set in fabric covered with flowers and veils, then projecting footage onto it.

The campaign is the result of another collaboration with Fred & Farid Paris, the agency behind Rare Beauty’s first global campaign in 2024, “Every Side of You.” It is rolling out across social, out-of-home, retail stores and paid digital channels, with actor Ella Bright, who appears in the Prime Video drama “Off Campus,” selected as the brand’s first ambassador.

Founded in 2020, Rare Beauty is currently valued at about $2.7 billion, or roughly 3.7 trillion won. The campaign is being launched alongside the new fragrance, and is notable for foregrounding a mythic narrative rather than relying primarily on the visibility of its celebrity founder.

Source · Retail Dive, "Rare Beauty draws inspiration from Greek mythology for global campaign"

Forty-six percent of consumers feel there is not enough nature in the media and content they encounter today. Citing this finding from a September 2025 survey by Destination British Columbia, Canada Goose has launched a new marketing platform, “Natural Intelligence.” The brand is sharing stories from field experts, including storm chasers and biologists who study mushrooms, on Instagram and TikTok alongside footage of tornadoes, erupting volcanoes, kayaking over rough water and mountain paragliding.

Victoria Freeman, SVP of global marketing at Canada Goose, said the brand wanted to bring its story back to a connection with the real world. The move is seen as an attempt to evolve beyond its former image as an outdoor brand for polar regions and into a lifestyle brand spanning all four seasons.

Generational change also sits in the background of the campaign. Gen Z has been found to spend less time in nature than Gen X did at the same age. Canada Goose will continue its digital storytelling from this summer through the end of the year, with plans to expand the campaign through 2027.

Source · Retail Dive, "Inside Canada Goose's journey to reconnect with nature"

RealSnap’s MoodMatch is a feature within the mood board that first lets users choose a purpose such as campaign, lookbook or daily, then create images with that mood by describing the desired scene in a sentence. It is a screen mainly used by brand marketers developing lookbook concepts or visual leads on small teams, allowing them to test a desired narrative with a single sentence without collecting reference photos or arranging shooting locations.

By adding a new sentence alongside already created look cards, teams can build out shots with different atmospheres within the same list without scheduling a new shoot each season, making it especially useful for teams that change concepts on a short cycle.