Since its launch in $2020,$ Rare Beauty, founded by Selena Gomez, has rapidly emerged as one of the most trusted makeup and skincare brands in the industry. The company$$s cruelty$-$free, vegan, paraben$-$free, dermatologist$-$tested, and non$-$comedogenic products have garnered widespread praise from influencers and users alike, earning the admiration of makeup enthusiasts worldwide.

In addition to being the company$$s founder and having been recognized as the most followed woman in Instagram, Gomez has distinguished herself as "rare" by courageously sharing her personal journey with mental health on social media. It is this authentic persona that has propelled her company, "Rare Beauty" to become a force in the beauty industry. In addition to the beauty line, Gomez launched "Rare Beauty Impact," a campaign dedicated to raising funds and expanding mental health services. In fact, one percent of all Rare Beauty sales is dedicated to the fund, demonstrating Gomez$$s commitment.

Rare Beauty harnesses the power of TikTok and influencer marketing to effectively raise awareness about their products and their mission. It has skillfully leveraged the platform not only for promoting its beauty offerings but also to champion its cause. Gomez, with her influential presence on Instagram, YouTube, Facebook, and Twitter, actively utilizes her social media platforms to candidly discuss mental health and inspire her followers to support the cause by purchasing sweatshirts$$with $100$ percent of the proceeds benefitting the Rare Impact fund.

The expectations for the sweatshirt campaign were high, and the outcomes were impressive. Immediately following the launch, Rare Beauty secured significant media coverage with outlets including ELLE, Billboard, ESSENCE, and Yahoo! News, among others. These valuable media placements generated more than $108\mathrm{.}4$ million impressions. The educational campaign reached more than $25,000$ people, and the Virtual Mental Health Event resulted in a total reach of $19\mathrm{.}1$ million influencer attendees. Across its Instagram platform, Rare Beauty$$s social media content successfully engaged with more than $3\mathrm{.}2$ million members of their community$$garnering more than $300,000$ total engagements.

Rare Beauty has established itself as more than just a beauty brand. It has formed a unique bond with its customers, embodying the spirt of beauty and strength, resilience, and the confidence to embrace one$$s true self with minimal makeup. Its products are available both online and in$-$store at Sephora US and Sephora UK as well as on Space NK$.$

With Rare Beauty's extensive use of online platforms to both generate demand, foster engagement, and process sales, the company is leveraging $\_\_\_\_\_\_\_\_.$

a$.$ virtual reality

b$.$ digital marketing

c$.$ third$-$party cookies

d$.$ artificial intelligence