First there was the album Rare, released by Selena Gomez in 2020. Then there was the beauty brand she created, Rare Beauty, in the same year. The singer, actress, philanthropist and businesswoman has managed to build her beauty brand into another long lasting hit. « Rare Beauty is breaking down unrealistic standards of perfection.This is makeup made to feel good in, without hiding what makes you unique—because Rare Beauty is not about being someone else, but being who you are, »  states the company on its website. And there’s more.  She has just unveiled the second fragrance in her perfume line a fragrant Rare Beginnings, Eau de Parfum by Selena Gomez and it’s a lively, fruity and floral scent of pear and pistachio underpinned by luscious notes of gardenia, jasmine and lotus blossoms flaring out to vanilla bean, pink sugar and cedar wood. “I try to look at each day—each moment—as a new opportunity. There’s always something beautiful ahead. I wanted this fragrance to capture that feeling of possibility, so bright and sweet,” explains Selena Gomez on the Rare Beauty website.

The bound to become iconic perfume was launched worldwide with a dreamy video clip produced by  Paris-based FRED & FARID and directed by Hans Neumann. It aired on social media, the Rare Beauty website and stores where the fragrance is sold. The video brings together Greek mythology evolving around the character of the nymph in an organic world filled with flora reflecting the company’s nature and natural roots. The segment is inspired by the idea of new departures evoking the evolution of the fragrance into new realms of scent, as « Every Moment is a New Beginning ». 

In the video, the lush green color  of the perfume itself is sublimated by green moss straight out of a woodland wonder world and delicate white flowers evoking the jasmine and gardenias of the fragrance. The perfume is long lasting, lingering up to 12 hours, another one of its charms. And every small detail was attended to as well as the house partnered with a group of certified hand therapists and a team of packaging engineers to create a luxurious, ergonomic fragrance bottle that ensures the most effortless and comfortable dispensing. The perfume will be available on August 7th.  You can watch the video at https://www.youtube.com/watch?v=v-C8L_1NGJ4

©Trish Valicenti for The Gourmet Gazette 

https://www.rarebeauty.com