Supporting Documents

Supporting Document 1.

Diversity Analysis - Rare Beauty

Founded in 2020, Rare Beauty prides itself in being a champion of embracing

uniqueness, individuality and self-acceptance. The company’s mission focuses on being

a strong force of support for individuals that struggle with their mental health. In the

summer of 2020, the company launched the Rare Impact Fund and pledged to raise

$100 million over the next ten years with emphasis on facilitating access to mental

health resources, especially within underrepresented communities. To achieve that goal,

Rare Beauty places one percent of its proceeds into the Rare Impact Fund. In addition,

Rare Beauty launched a Mental Health Council in January of 2022. The goal is to

construct a plan where educational systems worldwide have the resources they need to

support the younger generation’s mental health. Because they are a relatively new

brand, Rare Beauty’s target audience is mainly Gen Z and Millennials. Statistics show

that women from the ages of 18-29 are more likely to apply makeup everyday. Studies

also show that these demographics are more likely to try and buy new beauty products

than before the COVID-19 pandemic. From what is seen Rare Beauty is making efforts

to create a very inclusive environment within its brand. Its efforts align with its mission

statement due to the constant innovation of the self-acceptance and mental health

aspects of its initiatives. These are necessary, seeing as young individuals who wear

makeup are often faced with the pressure to meet unrealistic expectations. However, the

company is still very new and lacks focus on diversity and equity efforts. Within Rare

Beauty, there are nods to diversity and inclusivity, specifically seen in the ranges of

shades created for skin products such as foundations, concealers and contour sticks. The

company needs DEI reports that talk about the impact of their efforts released annually.

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Additionally, the company would greatly benefit from collaborating with individuals

and/or organizations that champion mental health in a wider range of communities

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Supporting Document 2.

Applying the PESO Model: Rare Beauty

Target Audience

Rare Beauty is a makeup brand that is focused on creating a safe and inclusive space for

all makeup lovers to express themselves through cosmetics. With a young and

tech-savvy demographic, Rare Beauty has the advantage of being able to create fun,

relatable and unique content to attract Gen Z and Millennial audiences. These social

generations of people find ways to connect and share their favorite products all over

their social media platforms. Their love for influencers and parasocial relationships with

celebrities are factors that can be used to promote Rare Beauty’s message of embracing

individuality, uniqueness and love for makeup all in one. One of the most important

parts in this campaign is reaching both parts of the young demographic, which can be

achieved by following a strategy that promotes engagement on Rare Beauty’s most

popular platforms.

Central Message

Rare Beauty creates products for makeup lovers of all genders, ages, skill levels and

walks of life. The company is in the business of creating diverse products for a diverse

audience that will make them feel their very best and promote their individuality. The

following PESO messaging will help Bravo connect with stakeholders in a meaningful

way with an anniversary celebration

PESO Messaging

PAID: Place a sponsored ad within the Instagram/Facebook feeds of active users

promoting Rare Beauty products.

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Justification: When trying to reach a younger, more technological audience that

spends a lot of their time on social media, ads are a great way to get messages on

people’s feeds. Seeing ads for products/promotions is a way to connect with an

audience, even if just for a second.

With that in mind, this strategy is sure to be a success because Gen Z and Millennials

are more likely to make purchases and recommend products based on ads they saw on

Instagram or Facebook (Stitcher Ads).

EARNED: An interview with a beauty news outlet with company CEO Selena

Gomez. Justification: Celebrity endorsement can significantly boost company sales

and having the celebrity company CEO talk about the brand boosts visibility and

accessibility (CHRON.). The brand will appear more personal and feed the parasocial

relationships the audience has with the celebrity in question (in this case, Selena

Gomez, company CEO).

SHARED: Create an IG story takeover on Sephora’s Instagram featuring an

influencer that aligns with Rare Beauty’s mission/goals.

Justification: Instagram stories are a quick and easy way for people to absorb and put

out content for a large following to see. Most social media platforms have their own

versions of “stories”, with Instagram being one of the most popular among them. Of

all of Instagram’s users, 70% report watching and posting stories. This is another tactic

that is sure to be a success with advertising Rare Beauty’s anniversary event

(99Firms). Additionally, in a 2021 survey conducted among more than 350 U.S. Gen Z

and Millennials, nearly two-thirds (62 percent) reported making a purchase on their

smartphone as a result of branded social media posts and/or content shared by

influencers (Statista).

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OWNED: Seven-second looped video on TikTok showcasing some of the brand’s most

loved products/promoting the upcoming event.

Justification: Gen Z has created a strong relationship with TikTok. Once something

becomes popular and becomes viral, products sell out, music is put out, and more

content is created. The videos on TikTok force a faster loop of the content being

shown, which helps boost engagement (LinkedIn). Paired with trending hashtags,

sounds, and visuals, the short clip is sure to succeed in getting Gen Z and Millennials

to interact. It also boosts community engagement, which increases likes, shares, and

jumping between Rare Beauty platforms.

Conclusion

The messaging created by Rare Beauty for this anniversary campaign will be successful

due to a few factors. First, the advertising for the event will take place across the most

popular social media sites, where it will be accessible to a very wide audience, seeing as

many people spend hours on these sites. Second, having the information about the

company/event spread through several different platforms will motivate consumers to

click the company’s links and browse the website to familiarize themselves with what

they could potentially be buying. Additionally, involving the face of the brand and

influencer(s) with the products and getting them to promote events is also a good way to

get loyal fans/followers talking about the upcoming celebration. The goal is to create as

much engagement as possible and creating campaigns to very social demographics can

help reach accomplish that. Most importantly, Rare Beauty can continue to benefit from

this type of digital campaign due to the element of virality on the internet, meaning it

can be used as a template for future events/product launches.

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Supporting Document 3.