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Rare Reminisce
Background
Rare Beauty is a groundbreaking beauty brand that challenges and dismantles society's unrealistic standards of perfection. Founded on the belief that true beauty lies in embracing one's uniqueness, Rare Beauty offers makeup products designed to enhance individuality rather than conceal it. With a mission to empower individuals to be their authentic selves, Rare Beauty goes beyond traditional beauty standards and strives to make a lasting impact. By encouraging self-acceptance and promoting inclusivity, Rare Beauty inspires individuals to embrace their natural beauty and celebrates the diversity that exists within every person.
Role
Strategist
Challenge
With the increasing number of celebrity makeup brands entering the market, it has become increasingly challenging for Rare Beauty to stand out and establish itself as a unique and recognizable brand. The market is becoming saturated with celebrity-endorsed products, and consumers are faced with an overwhelming number of options, making it difficult for Rare Beauty to gain visibility and differentiate itself from the competition.
Audience
Gen Z and millennials have emerged as key consumers in the beauty industry. Research on the beauty community reveals that in 2022, these two generations held the largest share of individuals purchasing beauty products online. Notably, Gen Z stands out as the most nostalgic generation, with a significant 15% expressing a preference for reflecting on the past rather than focusing on the future. This nostalgia-driven sentiment extends beyond personal preferences and influences media consumption trends, with 50% of Gen Z feeling nostalgic for various types of media. Moreover, a staggering 85% of Gen Z individuals are more inclined to engage with a brand that actively supports social causes, indicating their strong desire for meaningful and purpose-driven products.
Understanding the values and preferences of this target audience, Rare Beauty strives to connect with Gen Z and millennials by promoting self-acceptance, inclusivity, and impactful social initiatives that resonate deeply with these generations.
Insight
Gen Z's desire for comfort and stability in an era of rapid change makes nostalgia a powerful tool for brands to create emotional resonance and trust to ultimately drive purchasing decisions.
Strategy
Launch a trio kit of new shades of the top-selling Liquid Pinch Blushes, merging nostalgia with philanthropy by paying homage to Selena Gomez's cherished childhood memories, incorporating names inspired by her background, and allocating 15% of proceeds to various charitable organizations that align with her upbringing, ultimately showcasing the brand's commitment to creating positive change and empowering lives through beauty and benevolence.
Big Idea
Rare Reminisce: A Radiant Beauty Collection Illuminating Lives of the Past and Present
