Cassie sits down with Elle Rudnick, Manager of Integrated Marketing at Rare Beauty, to talk about what it really takes to build a community-first brand in a category that's saturated with brands claiming to be exactly that. Elle brings a unique lens shaped by nearly a decade across fashion and beauty — from merchandising to brand marketing — and walks us through how she's translating that experience into Rare Beauty's integrated strategy across social, influencer, PR, and partnerships. She breaks down the no-phone, no-photos community dinner series she launched within months of joining the brand, why she's had to redefine what "perfect" means in a fast-moving industry, and the communication and collaboration skills she considers the highest-leverage investment of her career. If you're trying to build a brand people feel something for — not just buy from — this conversation is full of specific, actionable takeaways. Key Takeaways: // Consumer behavior doesn't change just because the product does. Elle's transition from apparel to beauty taught her that both categories are ultimately about identity — apparel is how people express themselves outwardly, beauty is more intimate, about how people see themselves and want to be seen. That insight sharpened her approach to emotional marketing across the board. // Consumers can tell when you're "just posting to post." The biggest trend Elle is seeing: people want real connection, not surface-level content. Brands that treat community as a checkbox get called out fast — the ones that actually build with their audience earn deeper loyalty. // Redefine what "perfect" means in a fast-moving industry. Early in her career, Elle equated perfect with flawless. Now, she defines it as clear, intentional, and aligned — because waiting for 100% polish means missing the moment entirely. Her approach: get to a strategically sound place, then execute and iterate based on real-time consumer feedback. // The best campaigns make people think "wait, that's literally me." Elle's taste as a marketer is rooted in emotional relatability — honesty, nostalgia, humor, and small human details. Aspiration still matters, but she's far more drawn to aspiration that feels attainable and emotionally grounded than to anything overly polished or manufactured. // "Community first" is becoming a buzzword — and consumers are starting to expect proof, not just claims. Elle is watching closely to see which brands actually back up the label with real action, and is intentional about making sure Rare Beauty's community initiatives are recognizable as distinctly theirs, not just another version of what everyone else is doing. Connect with Elle: LinkedIn ____ Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. Join the MHH Collective: Join now Get the latest marketing trends, open jobs and MHH updates, straight to your inbox: Join our email list! Follow MHH on Social: Instagram | LinkedIn | TikTok | Facebook
