@rarebeauty
Instagram · Vlog
@rarebeauty when @selenagomez saw our @ultabeauty home for the first time 🥹 Sign up for the waitlist to get notified when the Essential Neutrals Eyeshadow Palette restocks at Ulta. Link in profile. As always, 1% of Rare Beauty’s annual sales will go directly to the Rare Impact Fund, Rare Beauty’s signature social impact initiative, committed to expanding mental health services and support for young people globally.
Performance
Video #29780 · Vlog
[01]
The creator, Selena Gomez, arrives at an Ulta Beauty store with boxes of donuts to surprise the staff. She enters the store, greets and hugs the excited employees, and then proceeds to see her Rare Beauty product display set up in the store for the first time. She expresses her excitement, poses for photos with an Ulta bag, and examines her products on the shelves.
[02]
[03]
3.6M4.4×Behind the scenes brand photoshoot@rarebeauty · Behind The Scenes
1.6M8.7×Celebrity explains product line inspiration@rarebeauty · Interview Soundbite
1.2MFounder unboxes and presents product@rarebeauty · Product Showcase
1.2MAesthetic product showcase with founder@rarebeauty · Brand Showcase
4.4M15.2×Selena Gomez in pink Adidas jacket@rarebeauty · Product Promo
3.9M10.1×Funny audio over beauty routine@rarebeauty
2.9M9.3×Selena Gomez fragrance product launch photo.@rarebeauty · Product Promo
9.2M18×Celebrities in tiaras promoting makeup@rarebeauty · Product Promo
2.8M6.4×Celebrity founders launch pink travel collaboration.@rarebeauty · Showcase Carousel
2.8M7.6×Selena Gomez red carpet product promo@rarebeauty · Brand Showcase
3.9M3.1×Celebrity demonstrates new scented body products@rarebeauty · Product Promo
4.1M197.1×Celebrities in prom dresses on luggage@rarebeauty · Product Promo[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Selena surprising everyone at Ulta Beauty
Verbal hook · 20%
Doughnuts for the staff, for the crew, for the fam, which is what?
Visual hook · 35%
A medium shot of celebrity Selena Gomez in a casual setting, carrying large donut boxes, which creates immediate recognition and curiosity.
[07]
The promise the opener makes, and how the video pays it back
Hook
The video opens in media res with the protagonist en route to a location, while an on-screen text overlay immediately states the 'surprise' premise to create instant anticipation.
Payoff
The video concludes with the protagonist highlighting the product, implicitly encouraging the audience to visit the location and experience it for themselves, thus converting the narrative into a soft call-to-action.
[08]
The structural pattern this video runs on
Framework
The Founder's Surprise Visit
A protagonist, typically a creator or figurehead, makes an unannounced visit to a location where their work or product is featured, documenting the genuine reactions of others and their own personal experience of seeing it 'in the wild.'
The Approach & Intent
The protagonist is shown approaching the destination, verbally stating a positive intention for the visit (e.g., bringing a gift, showing appreciation). This frames them as a benevolent figure.
The Threshold Crossing
The camera follows the protagonist as they physically enter the location, building suspense for the moment of reveal and capturing the transition into the main setting.
The Reaction & Connection
The protagonist reveals their presence, and the camera captures the genuine, surprised reactions of the people inside. This is immediately followed by a moment of personal connection (hugs, greetings) to validate the positive nature of the surprise.
The Founder's Gaze
The narrative shifts to the protagonist's personal experience, showing them seeing their creation or product in its public environment for the first time. Their authentic emotional reaction serves as a key emotional anchor.
The Product Showcase
The protagonist physically interacts with their product or creation, pointing out specific details or features. This seamlessly transitions the personal story into a product demonstration.
The Brand Embodiment
The protagonist engages in a photo-op or poses with branded materials, creating an iconic, shareable moment that reinforces the brand's identity and the purpose of the visit.
when @selenagomez saw our @ultabeauty home for the first time 🥹 Sign up for the waitlist to get notified when the Essential Neutrals Eyeshadow Palette restocks at Ulta. Link in profile. As always, 1% of Rare Beauty’s annual sales will go directly to the Rare Impact Fund, Rare Beauty’s signature social impact initiative, committed to expanding mental health services and support for young people globally.
contextual · beginning
Selena surprising everyone at Ulta Beauty
contextual · beginning
there we go
contextual · beginning
hi guys!
contextual · middle
omg
contextual · middle
it's my people!
contextual · middle
I think I really wanna give you some donuts
contextual · middle
is that okay?
contextual · middle
I'm so happy we're out, it's so exciting
contextual · middle
first time seeing the rare beauty set up 🥹
call-to-action · end
stop by to check out the neutral eye collection
Doughnuts for the staff, for the crew, for the fam, which is what? Hi, guys. Oh, well, there we go. Hi. Hi. Hi. Hi. Oh my god. It's by people. Hi. I think I really wanna give you a note as a better case. How are you? I'm good. How are you? Good. I'm so happy to be out. It's so exciting. Wow. This looks