Under the influence The Creative Collaborator - Final Upload

COLLABORATION PROJECTTWO

NameofProject:

Undertheinfluence:The

CreativeCollaborator

PresentedBy: JasmineBrown

1.Title Page

CONTENTSPAGE

2.Contents Page 3.Justification

4.Sustainability evaluation

5.Brand insights

6.Mission and Vision

7.Customer Persona

8.New Customer Persona

9.Customer User Journey 10.Market Insights 11.SWOT - Brand 12.SWOT - Influencer 13.PESTLE - Brand 14.PESTLE - Influencer

15.Perpetual Map 16.Competitor Framework 17.Competitor Framework

19.SMART Objectives 20.Content Audit - Brand 21.Content Audit - Brand

22.Content Audit - Competitor 23.Content Audit - Competitor 24.Content Audit - Influencer

25.Content Audit - Influencer

26.Ansoff Matrix

27.Marketing Mix - 8P’s

28.Marketing Mix - 8P’s

29.Social Media Platform Analysis

30.Social Media Platform Analysis

31.Social Media Platforms

32.Content Marketing Matrix

33.Original Content mock up 34.Curated Content mock up 35.Content Marketing Evaluation

Overview

Calendar

Calendar

Calendar

Marketing Audit

Marketing Mock Up

43.Traditional Marketing Audit

44.Traditional Marketing Mock Up

45.Traditional Marketing Evaluation

46.Omnichannel Audit

47.Omnichannel Strategy

48.Smart KPI’s

49.Final Evaluation

50.Image Bibliography

51.Image Bibliography

52.In - Text Citations

JUSTIFICATION

Rare Beauty is a vegan and cruelty-free makeup brand which was founded by Selena Gomez in 2020. As a company, their goal is to break down unrealistic standards and help their consumers feel good without ‘hiding what makes you unique’ (Rare Beauty 2025). Not only does Rare Beauty aim to encourage natural beauty, they also have The Rare Impact Fund which funds organisations to ‘increase access to youth mental health services and education globally’ (Rare Impact Fund 2023). This is extremely innovative and creates a strong reputation as a company as it shows transparency to consumers, allowing them build brand loyalty and trust.

Kyra Mae Turner is a social media influencer whose fame grew rapidly between March and December of 2024, where she proceeded to win Creator Of The Year at the TikTok awards. She mainly focuses on Travel, Beauty and Fashion Inspiration as content and her overall aesthetic is very minimalistic and natural which pairs respectively with Rare Beauty and their overall goal of natural beauty (Famous Birthdays 2021).

The overall collaboration idea is to produce a ‘Soft Power’ box which is a Kyra Mae edit of her favourite Rare Beauty products. The collaboration will overall combine Kyra Mae’s natural and calm aesthetic with Rare Beauty’s encouragement to be yourself and naturally unique. It will not only encourage sustainability but will also boost inclusivity, empowerment and self confidence.

To encourage sustainability throughout the campaign, the boxes and packaging itself will be made from recycled materials and this will be stated not only on the packaging but also throughout the campaign to show consumers the products are environmentally friendly. This type of transparency will ideally encourage brand loyalty and strong brand reputation by standing out against competitors and being honest with their audience. This is not only environmentally friendly but also ethically correct as Rare Beauty will not be considered as ‘greenwashing’. Currently, natural beauty and ‘Clean Girl’ aesthetic has been trending online, specifically ‘Clean Girl Make Up looks which falls inline with simple and natural make up. Not only does this fall inline with Rare Beauty s brand image, it also falls within Kyra Mae’s demographic and aesthetic. With this type of make up currently trending, this collaboration will reach a wide audience online (TikTok and Instagram) and will ideally build awareness off the collaboration and their sustainable efforts.

As a collaboration, both Kyra Mae and Rare Beauty will benefit from this campaign as it will increase Rare Beauty’s overall target audience and improve Kyra Mae’s overall image online.

SUSTAINABILITY

Rare Beauty as a business produce vegan and cruelty-free products. Overall, this campaign will not be creating new products but instead innovating the packaging and ensuring this is sustainable and ethically correct. The limited edition box and packaging will be made from recycled materials which also has a reuse element where consumers will be able to use the box for storage and or alternative use. With regards to the packaging itself, this will be made from recycled materials however, this will not have a reuse-able aspect.

In order to reduce the overall shipping footprint for this collaboration, there will be a pop-up in Selfirdges which offers the products in Kyra Mae’s edit. This will reduce the overall shipping footprint for each box and encourage consumers to get involved with this collaboration.

As Rare Beauty feels strongly about sustainability and cruelty-free products, the sustainability aspects will be voiced throughout the campaign, not only on the packaging but also included in the social media posts and pop up. This will allow consumers to understand and appreciate the authenticity from both Rare Beauty and Kyra Mae. Overall, this will increase consumer loyalty and trust between their target audience and the brand itself.

BRANDINSIGHTS

History

Rare Beauty was founded by Selena Gomez in 2019, with its official launch in September 2020. The company was originally inspired by her 2020 album cover, Rare and it focuses on challenging unrealistic beauty standards and promoting selfacceptance. Rare Beauty is on a mission to help everyone ‘celebrate their individuality by redefining what beautiful means’ and create a safe space for women in beauty (Rare Beauty 2025). As a company, they want to promote diversity and mental health which has been supported through the ‘Rare Impact’. The ‘Rare Impact’ is their social initactive to support mental health. As a company, they not only focus on their products but also their impact on the world. It is a strong, innovative company which is standing out from its competitors with its schemes and promises made (Rare Impact Fund 2023).

Strengths & Weaknesses

As a company which focuses on authenticity and inclusivity, Rare Beauty have previously collaborated with a mixture of influencers including Shay Michell and Mrunal Panchal. Collaborating with larger celebrities and micro influencers not only reflects global and diverse audiences and but also fosters connectivity and authenticity between consumers and the brand (Auti 2024). This not only emphasises that Rare Beauty is ahead of its competitors but also helps fill gaps within the beauty market. This is a strength for Rare Beauty as they are holding a strong brand image and reputation and ensuring transparency for their consumers. Aside from this, Rare Beauty struggle within their

Target Audience Digital Presence

Rare Beauty’s overall target audience is Gen Z’s and Millenials which is widely reflected in their campaigns and presence online. Majority of their consumers will value authenticity, self acceptance and emotional well-being and they will actively engage with Tik Tok and social media. On top of this, Rare Beauty also target a broader group of make up lovers, including all genders, ages and skill level. Rare Beauty is about promoting self acceptance and individuality and for some consumers, this is made possible through make up (Rare Beauty 2025).

Rare Beauty’s overall digital presence is strong, this is widely due to their website. Their website is neat, easy to work and offers lots of information on their community and initiatives. Throughout their website, they ensure inclusivity and diversity which massively emphasises on their mission and vision as a company. With regards to the brands social media, Rare Beauty’s Instagram and TikTok page is mainly based on products and their founder Selena. They are platforms used to introduce collaborations, promote their products and express their mission. They have effectively used these platforms as they currently have a combined following of 13.4 million followers (Shira 2025). This statistic expresses the success of Rare Beauty and how they are effectively reaching their desired target audience, creating an impact and boosting their overall online presence.

MISSION&VISION

MISSION VISION

To embrace self love within Gen Z’s and young people by creating a strong community.

This mission statement focuses on the overall goals and attributes for this collaboration, focusing on our main idea of empowerment and diversity. This will increase Rare Beauty’s and Kyra Maes brand image and reputation.

To inspire the next generation to reduce their environmental impact through building a strong community.

Our vision statement supports our idea of creating sustainable ways to package products and reuse effectively. This will increase overall customer loyalty through transparency and trust for Rare Beauty as a brand and Kyra Mae as an influencer.

CSRFOCUS

Environmental Impact - Sustainablitly

One key area this collaboration will focus on through social impact is the environmental impact which will help increase consumer loyalty and attract and retain new audiences and overall reduce the negative impact on the environment.

CUSTOMERPERSONA

Name: Sophie Age: 22 Gender: Female Location: London

Occupation: Digital Marketer for Sephora

Income: 30k

Lifestyle: Active on social media and loves to follow and support celebrities and beauty influencers. Sophie is socially conscious and values self-expression. She prefers brands which are vegan and cruelty free or cause driven. According to Forbes, ‘Gen Z is the generation that’s most worried about global warming (38% of the population in the U.S.). Moreover, Gen Z and millennials are most concerned about negatively impacting the world’s future (32% and 29%, respectively)’ (Paoletti 2022). With Gen Z’s and Millenials becoming increasingly aware of their impact on the planet, it is important for brands to recognise this and act accordingly in order to attract the younger generations.

Behaviour:

Sophie enjoys quick and seamless check outs and has loyalty to Charlotte Tilbury, Rhode and Sephora. Her make up decisions are influenced online by beauty influencers. She is a regular user on Tik Tok and Instagram and enjoys watching

Get Ready With Me’s and holiday vlogs. She frequently shops, consistently trying to find herself and express herself.

Pain Points:

Slow Service: She wants expects quick, efficient customer service.

Money Conscious: She doesn’t like spending lots of money on make up and beauty products. As she is saving for a house, she is being sensible with her money. According to Forbes, ‘Gen Z, in particular, may prove to be one of the most financially fit, even from a generational perspective.’ (Maurer 2024).

Needs:

Beauty products which are cruelty free, and environmentally friendly. Make up which is natural and accessible.

Personality Profile (OCEAN Model)

Fig. [8]: SHESTYLEDWHAT. 2024. Going to be an exciting month [instagram post]

Openness: High

Sophie loves trying new things, especially in travel and fashion or items which are trending online.

Conscientiousness: Moderate

Sophie enjoys products and experiences whcih are well-curated however, she values experiences which are unknown and unpredictable.

Extraversion: High

Sophie is outgoing and social however, she also enjoys her own company. She loves instagramming and posting about her day online as it allows her to connect with friends.

Agreeableness: Moderate

She is friendly and outgoing but can be selective on who she spends time with. She likes her group of friends to be diverse and inclusive.

Neuroticism: Low

Sophie is very emotionally stable and enjoys feeling good and aims to live in a streSS free environment.

NEWCUSTOMERPERSONA

Name: Libby Age: 23 Gender: Female Location: Edinburgh

Occupation: Content Creator for a Marketing Agency

Income: 31k

Lifestyle: Active on social media and loves to follow and support celebrities and beauty influencers. Libby is a country girl who loves easy make which natural but still expresses her natural features. She loves to travel and sometimes struggles with seasonal depression when she is back home.

Behaviour:

Libby enjoys creating content for her company and loves the idea of following trends. She is a big user of instagram and social media and she loves to support charities and cruelty free organisations. Libby currently follows Kyra Mae on TikTok and Instagram and inspires to travel the world like she does. Gen Z’s and Millennials have curated a strong obsession with beauty products make up over the past few years, which has been a result of social media. According to Forbes, ‘a 2023 Statista survey found that 83% of Gen Z women bought beauty products online because content creators recommended then on TikTok’ (Ehsaei 2024).

Pain Points:

Environmental Impact: Libby only likes to purchase from and support companies which promote sustainability and cruelty free products.

Money Conscious: She doesn’t like spending lots of money on make up and beauty products. She feels strongly about putting her money to a good cause such as charities.

Needs:

Make up products which are inclusive and diverse. Reduce the environmental impact she has.

Personality Profile (OCEAN Model)

Openness: High

Libby is always open to try new things and be different however, she knows what loves and will stick with a good product when she’s found one.

Conscientiousness: Moderate

Libby likes products and experiences which have been curated. She likes to know that the company or service is ethical and transparent with her.

As mentioned on the Business Of Fashion article, ‘if they can entertain them, they can sell them product’ (Crawford 2025), this emphasises the importance of curating experiences, especially online, as it will grab the attention of Gen Z followers and as a result, encourage them to purchase from the brand.

Extraversion: High

Libby can be outgoing and social but she also enjoys her own company. She loves instagramming and posting about her day online as it allows her to connect with friends.

Agreeableness: Moderate

She is friendly and outgoing but can be selective on who she spends time with. She likes her group of friends to be diverse and inclusive.

Neuroticism: Low

Libby can be very emotionally stable, she is aware of her struggles but focuses on her end goal. She trys to stay positive and make the most of her time.

CUSTOMERUSERJOURNEY

Awareness Consideration Purchase Post-Purchase Loyalty/Advocacy

At this stage, the consumer will have discovered the collaboration through scrolling on Tik Tok and instagram, where Rare Beauty showcase their collaboration and aesthetic with Kyra Mae. They will will become intrigued and feel the excitement for this collaboration and therefore interact with Rare Beauty’s page in order to be notified of the release of this edit. They may become frustrated due to the edit not being available to purchase or due to the overload of isudden information however, they will be encouraged to find out more. In order to attract attention, the collaboration could offer a discount code or limited time on the edit in order to create a desire to purchase the edit. In order to measure the success of the awareness, Rare Beauty can track engagement numbers through social media analytics.

As a consumer, they will be eager to learn more about the collaboration and the true meaning behind it. They will be comparing Rare Beauty against competitors such as Charlotte Tilbury or Rhode, to decide whether they want to purchase products from this edit. At this stage, they will be questioning if it’s good value, environmentally friendly and cruelty free. So far, there may be a lack of values or the mission may become unclear which could lead to the consumer feeling skeptical to purchase. This could be due to a lack of transparency so to avoid this, it is important to be transparent with consumers in order to build trust and loyalty. Time spent on the website and the number of shares online will help emphasise the impact this collaboration has had on its audience.

When making the informed decision to purchase rom this edit, consumers will want to post online and tap into this trend. The purchasing elements will need to be simple in order to keep the attention of their consumers. Offering a discount code will encourage consumers to purchase from their edit, in order to receive limited edition. With the product being limited edition, it creates a sense of excitement throughout the target audience. Consumers may find the prices too high, especially if they are young Gen Z’s however, this can be prevented through the release of a discount code. This can be an encouraging incentive in order to build desperation and desire for the product. An effective metric to measure this success will be through the discount code usage as it will allow Rare Beauty to measure how successful their code has been.

After purchasing the product, consumers will want to feel satisfied and happy with their product. They should be able to wear their product and express themselves through the make up. They will be able to reuse the packaging and box for storage purposes. On top of this, they will be able to post about their prodcuts/the edit through a hashtag, which will be curated to this collaboration. This will encourage consumers to feel happy and included as they will be ‘taking part’ in the collaboration. Should they feel disappointed within the product delivery and/or services at the pop up, we will hope the unboxing and pop up experience will be worth it. Within the box we will provide tissue paper and a note, themed to the edit, in order to make the unboxing experience more exciting and tailored to the collaboration. In order to measure the success of the product, we will measure the rate of unboxing posts and usage of the hashtag.

In regards to long term loyalty, consumers want to feel recognised and have an emotional connection to the brand itself. With Rare Beauty already having the Rare Impact fund and ensuring cruelty free products, this is already meeting this need as consumers will connect with this on an emotional level. After they have purchased a product, they will be encouraged to leave a review online via a social media post or through a link to the website. Consumers will ideally feel connected to Rare Beauty and Kyra Mae as a result of this collaboration, this is due to the sustainable efforts and motivation behind the edit. Should the consumers want to stay connected with either Rare Beauty or Kyra Mae, they will be prompted to follow on social media and sign up to email marketing t recieve updates on future collaborations. Loyalty with the consumers could be lost due to a lack of rewards system, despite consumers being able to access a discount code, there is limited access to a rewards programme for making a purchase. In order to measure the success of loyalty from this collaboration, we will be able to measure the referral clicks from consumers and how often they repeat purchase. This will help indicate whether they are happy and satisfied with the products and willing to return.

MARKETINSIGHTS

Throughout the market for Beauty in 2025, there is growing demand for transparency and environmentally friendly choices (Brown 2025). This is crucial for brands to consider when creating products as consumers may choose elsewhere to shop if competitors are meeting their needs better. According to the Beauty Independent, ‘sensory driven innovations such as captivating textures and finished will be essential for brands looking to create stronger emotional connections with consumers’ (BROWN 2025).In 2025, consumers are looking for emotional connections, transparency and innovative products which stand out and meet their needs. As consumers are fact checking more and ensuring trust from businesses, it is becoming increasingly more important for brands to meet these needs and ensure they are being fully transparent with consumers. If they are to fall behind, brands could lose loyal consumers to competitors.

In the current beauty market, the growth in foot traffic has hit a decline. According to Forbes, ‘in December 2024 and January 2025, in-person visits to U.S. beauty stores have declined by 2% year-over-year’ (Kestenbaum 2025). With in-store shopping declining and online shopping becoming easier, it is important for beauty brands to be available online as it is an easy, accessible option for consumers which is available 24/7. On top of this, social commerce is rising and becoming more popular, with 6.2% of beauty sales now coming from social selling platforms like TikTok (Kestenbaum 2025). With social media consistently growing and becoming more popular, it is key for brands to look at the idea of collaborations with influencers in particular, as this will not only keep them in line with competitors but will also allow them to reach new target audiences and market segments.

AI has become increasingly more popular, especially in 2025, where it has become a critical tool for beauty brands (Liu 2025). AI currently offers the opportunity for brands to drive innovation and provide consumers with skincare recommendations, virtual try-ins and streamlining product formation (Liu 2025). As AI is playing a vital role in the current world, it is key for brands to acknowledge this and make the most of the opportunity. By doing this, brands will be ahead of competitors and show their consumers they are innovative and responding to their wants and needs. A non-negotiable for the beauty industry is eco-conscious and transparent practices (Liu 2025). It is increasingly more important for beauty brands to ensure transparency for consumers and ensure both effiency and environmental responsibility. By doing this, brands will be able to build connections with consumers and in tern, will see an increase in brand loyalty as consumers will be able to trust and rely on the company.

SWOT-BRAND

Strengths

As a brand, Rare Beauty currently have a strong position within the market as they are transparent with their consumers. They are creating products ethically and ensuring they are cruelty free. Within the beauty market, they are currently standing out to consumers due to a combination of high quality products, authentic brand image and keeping up with current consumer trends. This is an effective way of staying ahead of competitors as they stand out, cover all aspects which consumers are desiring and are still transparent with their audience. As a company, they are set apart from their competitors due to the ‘Rare Impact Fund’. This foundation was set up by Rare Beauty in order to raise money for mental health. This stands out from consumers as it shows the brand is working towards a cause and not just profit. Upon reviews from customers, on the Rare Beauty website, majority of consumers are happy with their products in that they are high quality. According to Great Place to Work, 85% of employees say Rare Beauty is a great place to work due to its inclusivity and self acceptance (Work 2022).

Opportunites

One market which Rare Beauty could expand into is the Hair Care market, which would support their values of selfacceptance and mental wellness by offering products which focus on natural hair health and individual beauty Regulatory and economic changes could ultimately benefit Rare Beauty, in particular those relating to sustainability and ‘clean’ ingredients. These will align well with Rare Beauty’s existing brand identity and could enhance its market position.

Rare Beauty can lower costs through efficient production strategies. This will ultimately reduce their costs as a company, promote sustainability and increase their overall revenue and profit

A new opportunity which Rare Beauty could introduce is Augumented Reality through personalised try-ons and technology which determines what make up would ‘best suit you’. This would enable Rare Beauty to make the shopping experience easier and more accessible for their consumers

One main gap in the market is affordable make up which feels high quality. This could be an opportunity for Rare Beauty as they could step ahead of competitors and produce a range which is sustainable, ethical and affordable.

Weaknesses

One way that Rare Beauty falls behind is due to their pricing. Some may feel their pricing is higher than some other brands, and due to the current cost of living crisis, consumers may be more conscious with their money and how they spend it. As a result, this could cause a fall in sales at this time and ultimately affect the brands overall revenue.

From reviewing the Rare Beauty website, it has become clear that the main complaints for Rare Beauty are for the customer service, due to slow responses. This can cause consumers to shop at competitors who provide better customer service.

One main limitation which exists for Rare Beauty is the challenges which come with operating in a highly competitive market. It is key for Rare Beauty to stay ahead of competition and stand out to consumers which can ultimately make it very challenging and put the employees and the business under a lot of pressure.

Rare Beauty are not necessarily held back from innovations as they are purpose driven company which operates inline with its core values which ultimately stands out from competitors.

One key area which needs improvement is the customer service. This is due to the complaints and criticism received from their consumers. Ultimately, the customer journey is very important as it determines whether a consumer will return and build loyalty with a brand.

Threats

Rare Beauty faces risks from a highly competitive beauty market, particularly from competitors such as MAC, Fenty and Rhode. The market is shifting towards value, personalisation and skin-like make up. Rare Beauty’s current position within the market is strong however, if they are unable to meet these wants and needs, they could fall behind and lose their strong position.

Being sustainable can naturally be more expensive and difficult to obtain however, they main threat in the current industry is the lack of disposable income from consumers. As consumers are less likely to spend money, it is important for brands such as Rare Beauty to alter their pricing to match this otherwise they could lose consumers to cheaper alternatives.

Both regulatory changes and customer behaivour pose a potential risk to Rare Beauty’s current market position as stricter regulations could increase costs and force new product formulations which could ultimately incur costs and challenges for the company. Changing customer demands can also impact the brand as consumers demand for more ‘clean beauty’ and sustainability. This requires constant adaptation and determination from the brand in order to consistently meet consumer wants and needs.

SWOT-INFLUENCER

Strengths

For Kyra Mae, she stands out from competitors and other influencers due to her real and relatable content. As an influencer, she creates captivating content from her holidays, inspiring her followers and building a strong online community. This is reflected in her following, which grew rapidly in 2024 and lead to her winning a TikTok award (Connect 2025). Kyra Mae effectively addresses her followers by creating content with brands which doesn’t fall out of her usual content, she is realistic and relatable which followers appreciate and look for in influencers.

Weaknesses

As an influencer, the market is competitive and reputation can be tarnished quickly online, this can limit influencers such as Kyra Mae from reaching a desired audience or cause.

One way Kyra Mae could adapt her content is through promoting sustainability and ethical purposes more, currently this is limited and could be a good opportunity to reach new audiences and markets for collaborations. As an infleucner, it is important to rely on social media platforms to build your following and connect with your audiences, for Kyra Mae, she consistently posts on Tik Tok and Instagram as a way of connecting with her audiences, this is an effective strategy however, she could create blogs to push her ideas and reach new audiences with similar causes and values.

Opportunites Threats

As an influencer, Kyra Mae could adapt her content to include more sustainability and ethical causes to utilise her reach and ensure she is meeting the needs of consumers. Consumers interest in sustainability and causes such as cruelty free products has grown and it is important for influencers to meet this (Paoletti 2022). Changes in culture can offer a new, innovative platform for Kyra Mae to venture into as there will be new audiences and new wants and needs which will be desired. This could ultimately increase brand awareness, offer opportunities in new markets and overall build her online career.

Outside factors such as social media platforms clsoing down, could harm Kyra’s career as it would result in online communities and followings being lost a could ultimately cause her career to fail. This would mean reaching audiences and creating entertaining content could become more tricky and she would need to reach out and enter new platforms such as YouTube and Facebook. Ultimately, one of the biggest threats for Kyra is changes in audience interest as they may no longer her content entertaining or believe she is following the correct causes or values. This could ultimately increase brand result in her losing followers and awareness online.

PESTLEANALYSIS-BRAND

Government policies s gnificantly shape Rare Beauty’s strategic direction for example, product safety, ingredient sourcing and social responsibility It is important for Rare Beauty to follow these regulations as it means their products are legally safe and can be distributed to consumers Should they fail to comply with These regulations, Rare Beauty’s may face consequences and reputation all damage

Potential consequences of trade restrictions, tax laws, or labour regulations on Rare Beauty’s growth and competitiveness are increase in costs or disrupting supply chains

Increases in costs can be damaging for Rare Beauty as their variable costs will increase, reducing the amount they can nvest to improve or create a product As well as this, disrupting supply chains can also be damaging for Rare Beauty as their production will be delayed, resulting in unsatisfied consumers as they will be waiting to receive their products

Political instability and shifts in government priorities can significantly affect this collaboration as it ntroduces uncertainty and disruption throughout the market

This could ultimately make it harder to plan long term as a company and influencer, therefore affecting both Rare Beauty and Kyra Mae Changes in trade law can cause companies distripution services to become affected and could cause delay across the market. This can effect this type of collaboration as it could delay the edit release and therefore cost more for both parties involved in the collaboration

For Rare Beauty fluctuations in exchange rates present significant challenges as it d rectly impacts profit, and the brands overall competitive position When impacting profitability, this can impact the brands decision to expand internationally as they will be less likely to do so due to the added costs

This could overall impact the brands growth and competitive positioning as they will be missing out on a new market and target audience, and ultimately fall behind competitors such as Charlotte Tilbury who are distributing worldwide.

Unemployment rates increasing would directly affect Rare Beauty as it reduces the amount of disposable income. Th s could overall cause a decrease in sales as consumers are becoming more conscious with their money. As a result, Rare Beauty would need to reduce their pricing strategies and think of new, innovative ways of meeting consumers needs and disposable income.

Changes in consumer spending or sponsorship trends can significantly influence Rare Beauty’s creative ventures as it will directly impact the r revenue and market demand. When changes in inflation or interest rates impact consumers and the money they spend on goods and services. This will overall impact Rare Beauty’s creative venture as they it will reduce sales and their overall f nancial stability.

Demographic trends help guide Rare Beauty into creating a product which is trailers to their target audience and meets their specific needs This ultimately helps Rare Beauty reach their target audience and build strong relationships with their consumers as they are meeting their needs and directly connecting with their consumers.

Evolving lifestyle, health and cultural trends significantly influence consumer preferences as they will desire products which align with their wants, needs and values. With consumers wants, needs and values changing, it is important for Rare Beauty to be aware of these changes and consistently innovate their products and services to meet these needs Should Rare Beauty fail to do this, consumers could purchase from their competitors and ultimately impact their market position ng and revenue streams.

Social movements and public attitudes on topics such as inclusivity, identity and ethics can ultimately impact their companies if they don’t align their products with their brands voice and values This is important for Rare Beauty as they are an ethical beauty brand who feel strongly about cruelty free products and should their strategies and products not align with this, it could cause accusations of ‘greenwashing’ Should this happen, it could result in Rare Beauty s reputation being tarnished and their overall loyalty and transparency with consumers to be ruined.

Emerging technologies and innovations are fundamental to Rare Beauty’s competitive advantage as it can allow them to differentiate themselves from competitors and enter new markets. This is important for Rare Beauty as technologies such as AI can be used to personalise experiences, ultimately resulting in a competitive advantage as they will stand out. This type of technology and innovation can also help Rare Beauty enter new sectors within the beauty industry, which will result in an increase in sales and consumer reach.

Automation, research and development can transform the beauty industry by accelerating innovation. These can be used by Rare Beauty to create a personalised experience whilst keeping their ethical values. This will ultimately help engage consumers and increase consumer satisfaction and loyalty. One way Rare Beauty could do this s by intergrating AI to create a personalised virtual try-on of their make up products

Digital Paltforms, algorithms and data analytics can signif cantly influencer Rare Beauty’s reach and strategy by enabling them to reach their targeted consumer, foster a deep engagement and provide them with valuable data from real time consumer behaivour This is important for Rare Beauty as they will be able to provide authentic content to their consumers and manipulate their strategy to attract their desired audience

Rare Beauty’s strategy must evolve to address the current environmental concerns and climate change in order to align with the brands existing values, meetin consumer demand for sustainable products and position itself as a leader in the beauty industry One way they could do this is by creat ng refillable products. This will ultimately reduce consumer waste and allow them to reuse efficiently. This will meet the needs of their desired consumers and help them stand out from consumers as there are limited beauty brands currently offering this in the market. Environmental policies and advocacy groups place significant pressures on Rare Beauty as they must adapt their strategic plan and products to integrate sustainablilty into the brand. By doing so, this can incur extra costs and transparency As Rare Beauty is already considered ethical it is key the continue this approach to retain their transparency with consumers One way they can approach this is by ensuring they continue to be transparent with consumers and be authentic, to avoid any possibility of green-washing accusations. Rare Beauty currently intergrates sustainability through its packaging, as they currently use recyclable boxes. As a company, they are also offer conscious practices through vegan and cruelty free products This type of sustainability intergration provides consumers with authenticity and transparency, which ultimately builds trust and connecting with this target audience

Employment laws and consumer protection regulations significantly influence Rare Beauty’s operational decisions as they must ensure product safety and ethic sourcing which are key for maintain gin its reputat on, authenticity and social responsib lity. Should Rare Beauty fail to comply with this, it could put their reputation at risk and cause green-washing accusations

When entering a new market, Rare Beauty may encounter legal challenges such as new product regulations. One way they can proact vely approach this is by ensuring they are aware and complying with new regulations in order to secure their product without facing any legal consequences This may result n them changing suppliers or product formulas which could incur costs however, this reducing the chance of them facing prosecution or fines

Intellectual property and copyr ght laws protect creative expression by granting Rare Beauty exclusive rights to their own, orig nal work. These laws also prevent other users from using this work without permission This means s Rare Beauty have their own, branded ideas which other brands can’t use the work unauthorised

Rare Beauty can balance it ethical values with business objectives by focusing on financial commitment to a cause, authentic branding and ethical product and supply chains In order to do this, Rare Beauty will need to continue to donate 1% of all sales to its Rare Impact Fund, ensure they are sticking to their values and goals and create products which are cruelty free vegan and transparent in order to align with the brands values and reduce accusations fo green-washing Rare Beauty’s ethical values of authenticity, inclusivity and transparency guide ts decision making from product design to marketing Some challenges they may face in maintaining these standards is the constant need for consistent transparency. Whilst Rare Beauty are strong advocates for prioritising mental health, inclusivity and transparency, they still may be challenged or questioned on their true transparency which could result in a tarnished reputation with consumers Rare Beauty navigates the tension between authenticity, brand sponsorships and audience expectations by intergrating its core values into every aspect of their brand For example, Rare Beauty are consistently authent c and have built the foundation of their brand around this, ensuring to be inclusive and environmentally friendly As a result, this has build trust and connection with their customers, creating a sense of loyalty

PESTLEANALYSIS-INFLUENCER

Kyra Mae’s creative content s ma nly influenced by consumer preferences for repeatable content in lifestyle, beauty and travel Overall, government policies may not d rectly affect her however, they can influence brands she works or collaborates with For example government policies could effect the collaboration between Rare Beauty and Kyra Mae as it could incur tax costs when entering international markets such as the UK As Kyra Mae is UK based, this could incur costs for Rare Beauty, result ng in them trying to find cost effective solutions

Trade restrictions, tax laws, and labor policies could impact Kyra Mae’s ability to work with international brands and/or audiences due to the costs it incurs Th s is due to brands want ng to reduce costs and therefore there May be more cost effective options local to either Kyra Mae or the brand in question. This could result in Kyra Mae losing this opportunity and possibly using the chance to grow and expand her brand image.

Political instab lity and changes in government pr or ties can signif cantly affect this collaboration and its funding as it increasing uncertainty, delays and changing financial support and/or funding. This can ultimately make it harder to plan the collaboration, ensure funding and could cause delays for the edit, collaboration and campaign This type of delay could cause an overall increase in costs due to lost resources

Changes n exchange rates and global markets can significantly affect internat onal income and collaborat ons as it influences competitiveness costs and stability With international costs ncreas ng, Rare Beauty and the Kyra Mae collaborat on may be less likely to spend the extra costs incurred with sh pping and production which therefore mpacts the overall success of the collab As this collaboration sn’t producing a new product l ne there are less costs incurred and therefore it would be more l kely for international shipping and product on to continue even with a spike in costs

The current economic climate which is made up of high inflation and unemployment can widely mpact consumer spending and brand deals as consumers become more cautious w th spending and prompting brands to re-evaluate their marketing budgets This could ultimately affect Kyra and possible brand deals as companies such as Rare Beauty could be miss ng out on revenue and prof t wh ch ult mately leads to budget cuts and cutt ng back on brand deals

This would ultimately impact Kyra and her personal ncome

Shifts n sponsorship budgets and consumer buying power significantly nfluencer growth and susta nability of Kyra’s creative career as it will impact revenue and market demand

With consumers being less will ng to spend money, there will ult mately be less demand for the beauty market whcih will result in less brand deals and sources of revenue for Kyra

Demograph c trends profoundly share target audiences and content style as it enables creators to personalise and ensure cultural relevance For Kyra, it is key as it allows her to understand her audience and their wants and needs, so it can almost guarantee success from campaigns and content online

Evolving lifestyles wellness and cultural values can signif cantly influecne Kyra’s creative themes and brand collaborations as consumers are more likely to demand greater authenticity and purpose. Followers are more likely to support brands and influencers that reflect their personal values, so it is key for Kyra to produce content which appeals to her target audience and helps build a strong community Social movements and pbl catittude mainly influence personal messag ng and branding by shaping audience expectations As an influencer it is key for Kyra to dentify her values, know her audience and engage with them respectfully n order to meet their expectations in order to ga n communication and authentic ty with her following

Emerging technologies fundamentally impact how work is created, shared ad promoted, especially in Kyras case Digital platforms such as TikTok and Instagram can be an effective way of reaching a wide audience and building an online community, and in Kyra’s case, this is where she has built her brand and career AI can also be an effective tool as it can help creators brain storm ideas and act as a collaborator This can help overcome creative blocks and increase chances of nfluencers standing out and do ng something different Automation and new content tools are transforming how influencers connect w th audiences and brands by allowing for personalisation. It allows for influencers to stand out and enhance engagement through audience insights. As influencers and brands are able to gain deeper insights into what content performs best, it helps brands and creators to make nformed decision and strong strategies in order to gain their audiences attention and brands attention for possible collaborations

Algorithms analytics and platform changes significantly affect an influencers reach and engagement as it allows them to have access to supporting data wh ch ident fies whether the r post or content was successful and how their audience reacted to it For Kyra, this is key as she must ensure she produces content which reaches her aud ences not only to impact her professional image but also to stand out to brands and build onl ne connect ons.

Climate change and sustainab lity awareness can ult mately impact who influencers choose to collaborate with as reputation can be tarnished quickly especially when collaborat ng with a company who are not considered ethically correct By collaborating with this type of Brand it could cause accusations of green washing and ultimately affect your overall brand image and reputat on. Environmental policies and advocacy groups place signif cant pressures on Kyra Mae and other influencers as they must adapt the r content and values to integrate sustainability into the brand. By doing so this can incur extra costs and transparency which ultimately increases brand reputation One way they can approach this is by creating content which covers sustainable aspects and is supported through charity collaborations or donations Intergrating eco-conscious choices can be s mple but beneficial. One ma n strategy for this includes optimizing production processes in order to reduce waste. For Kyra Mae, th s is more difficult as she downs not produce products however she can produce eco-conscious content by ensuring she is recycling, reusing and support environmental processes This will ultimately show her followers she is eco-conscious and making the efforts to make a impact

Employment laws, sponsorship rules and content regulations create a framework for professional responsibilities for influencers wh ch is focused on transparency and legal regulations. In terms of transparency, it is important for influencers to o this, not only for their audience but also the government as they will be classes as ‘self employed Thes types of regulations are key for ensuring audiences are not mislead and reduc ng the possibil ties of greenwashing’ For Kyra Mae, it is important as it provides a sense of trust between their audience and content as they can be assured her content meets regulation laws and hey are not subject to m sleading information When working across different regions or w th international clients, influencers can face some legal challenges such as new data regulations and tax laws. These type of challenges can ncur extra costs and steps in order to produce content and collaborat ons which are legally acceptable Intellectual property and copyr ght laws protect creative expression by granting Kyra Mae exclusive rights to her ideas and content This type of protect on allows for her ideas to remain hers and reduces the chances of other influencers or businesses from copying them. This allows for Kyra to keep her deas and brand image without the risk of other influencers tarnishing this

To stay true to your personal values whilst pursuing commercial opportunities, it is key for Kyra Ma to define her core values clearly and use them as a guide for her decisions. This is key as it helps her uphold her image and values she has set for herself and her audience By doing this, she is also emphasising to her audience that financial gain is not compromising her values which ultimately builds trust throughout her following and online community Ethics can massively impact who influencers chose to collaborate with as it is important for them to uphold their online image and reputation If Kyra Mae was to collaborate with a company which contradicts her ideas or core values, this could potentially cause distrust throughout her following. It is also important for Kyra on a financial level as collaborating with a brand which does not align with her normal content could cause followers or new audiences to lose interest. This would mainly impact her engagement rates and overall impact her financial gain from social media platforms Balancing authenticity, transparency and audience expectations involves planning and clear communication By planning their content and/or campaign, it helps them align their values without straying from their goal which can ensure ideas are clear and content feels more natural and not forced On top of this, clear communication with audiences are key as it provides a sense of trust due to the honesty and transparency. Ultimately, communication an impact how followers are impacted by a campaign and wether they build an emotional connection or loyalty for the influencer.

PERCEPTUALMAP

Glossier

Glossier has been placed in between high price and low price, at good quality. This is because their products are slightly cheaper than Rare Beauty and they are considered to be good value. However, they are not the cheapest on the market. Compared to Rare Beauty, Glossier could be seen as a ‘cheaper’ alternative.

Rhode

Rhode has been placed towards high price, this is due to their products, including lip products and phone cases, are considered very expensive. They are not considered a luxury brand however, for this market and as Rare Beauty’s direct competitors, they are higher quality however, higher price.

e.l.f Cosmetics

e.l.f. Cosmetics has been places in low quality, low price due to its affordability. Elf is available in drugstores and their quality can be poor. As a competitors of Rare Beauty, they could be desired more due to the price however, consumers may sway towards to Rare Beauty for their quality.

Low Quality

High Price

COMPETITORSFRAMEWORK

E.l.f.’s current objective is to make the best of beauty accessible to every eye, lip and face (E.l.f. Cosmetics 2025). As a brand, e.l.f is inclusive and encourages diversity, similar to Rare Beauty. Their prices are affordable and therefore accessible to all, rather than one segment of the market.

As a company, they are achieving their goals as they are considered an affordable brand which ultimately makes them accessible to all. As these goals are being met, they could change and adapt as the market changes and compeitors innovate. It is key for e.l.f to stay ahead of competitors to uphold their current market position which ultimately leads to objectives changing and new goals being pursued.

e.l.f. Cosmetics are performing well within the market and upholding their current position. This is reflected as their net sales have increase by 12% to $697.7 million, which widely driven by its growth internationally and within the U.S (E.l.f. Cosmetics 2025). As they are expanding internationally and entering new markets, they are expanding their brand awareness and reaching a larger target audience.

In the market, e.l.f. is considered an affordable, quality brand. This acts as a strong competitor for Rare Beauty as they offer quality products at an accessible price however, they are limited on sustainablity and ethics, which could result in consumers shopping with brands which support their current causes and values.

We can assume e.l.f is currently operating as a strong accessible beauty brand, who offers a variety of affordable make up and skincare products. This is innovative for the market as majority of market leaders are considered as high quality and high price. This ultimately stands e.l.f out from competitors.

For e.l.f. Cosmetics, we can also assume they are investing their methods and products in order to create products which are sustainable and cruelty free as this is currently something consumers desire and they are more likely to support and purchase from a brand which supports their causes and values.

As a beauty brand, e.l.f. hold a strong market position due to their accessibility to all consumers. They are an affordable brand whose products are good value. As their making target audience is Gen Z’s, thy are effectively meeting their wants and needs by providing cheaper alternatives to popular brands such as Rare Beauty, Rhode and Charlotte Tilbury. Although they currently uphold a strong market position, e.l.f. aren t considered sustainable, compared to competitors like Rare Beauty. Although Rare Beauty and e.l.f. are indirect competitors, it is important to meet consumer wants and needs which sustainability has become a main desire for many Gen Z s.

As e.l.f. could incorporate sustainability and ethics into their business more, their next steps are likely to involve environmentally friendly aspects. This is important as it means they will able to be more transparent with their consumers and appear more in a diverse market. Should they incorporate more sustainablity, e.l.f could become a strong alternative to Rare Beauty. This could affect the collaboration between Rare Beauty and Kyra Mae as Gen Z consumers are consistently desiring more sustainability, affordable products and accessibility and e.l.f. Would be meeting theese needs, meaning Rare Beauty would need to adapt their objectives and the goals for the collaborations in order to be the go to beauty brand. One way this could be done is through reducing the price, in order to be affordable and high quality.

COMPETITORSFRAMEWORK

Objectives Strategy Assumptions Resources & Capabilites Predictions Fenty

Fenty Beauty’s current objective is to be a brand which is inclusive and diverse. As mentioned on the Fenty Beauty website, ‘after years of partnering with the best of the best in the beauty industry - and still seeing a void for products that performed across all skin tones + types and hair textures (Fenty Beauty n.d.), this shows they have identified a gap within the market and created an objective which will help them achieve this gap. Currently, Fenty Beauty are achieving this goal as they offer a large variety of products which include all skin tones, colours and hair textures. As they are on route to achieve this goal, their objectives may change and adapt with the demand of their consumers and the changes in the market. For example, the beauty industry is constantly adapting and therefore new products and desires may be on trend .

Currently, Fenty Beauty are performing well and currently hold a strong market position as a leading celebrity brand. Consumers are appreciating how Fenty Beauty stand for the values they support and they consider it as a top brand for diversity and gender identity (Business 2025). Fenty’s current market position is high quality and high price which is in line with Rare Beauty, making them direct competitors. They currently hold similar values and both desire inclusivity and diversity. As both brands are similar, it is important that they consistently adapt and innovate thier products in order to effectively compete within the market.

We can assume they are currently market leaders due to their diversity and success with consumers. Due to Rhiannas online status and popularity with Gen Z’s, Fenty has had access to a strong reputation and brand awareness.

Within the industry, we can assume Fenty holds a strong position compared to competitors as they have been ranked 3 position in Vogues top 2025 beauty brands, entering It s highest position yet (Business 2025). This shows they are consistently growing and creating a strong impact on its consumers and followers due to their support.

Rare Beauty’s key strengths include a strong brand image and social media presence. This ultimately acts as a strength due to their main target audience being Gen Z’s, a strong social media presence is key in order to grab their attention and encourage them to purchase from the brand. As they are an inclusive and diverse brand, this also acts as a strength as they are showing their audiences that they have values and goals they wish to receive, which ultimately allows consumers to connect with the brand as they may share a drive to pursue the same cause. In terms of weaknesses, price is a key weakness for Fenty as consumers are becoming more cost effective, especially in times of a living crisis. As the prices are higher than other competitors, Fenty may lose consumers to cheaper alternatives.

Based on my findings, Fenty may reduce their prices in order to compete more competitively within the market. Although they currently hold a strong position, it is important they stay ahead of competitors as the beauty is constantly changing and consumers wants and needs are adapting. By reducing costs and product pricing, consumers may be more likely to purchase from Fenty rather than expensive competitors such as Charlotte Tilbury or accessible competitors such as e.l.f. Cosmetics.

Should Fenty adapt their brand and reduce their prices, this poses a risk for Rare Beauty and our collaboration with Kyra Mae as consumers may prefer to shop with Fenty due to reduced costs, strong brand reputation and product quality. This could result in Rare Beauty having to adapt the collaboration or overall goal.

COLLABORATION

This collaboration is a limited edit which is available to consumers online and in person. The collaboration consists of social media posts, a limited edition box available for purchase and a discount available in store and online. Overall, it aims to increase awareness of sustainability and build brand awareness for Rare Beauty and Kyra Mae. With content being posted online, consumers will be able to post online and use the hashtag created (#softpower) in order to create a sense of inclusion from the consumers and to allow them to ‘interact’ with the collaboration.

In order to reduce costs, the environmental impact and build overall excitement for the collaboration, it has been curated to offer recyclable and reusable aspects.

The visual mock-ups represent the visual redesign of Rare Beauty’s products in order to showcase Kyra Mae’s favourite items from the brand. The colour’s used are soft, pastel colours and offer an aesthetic visual which not only reflect Kyra Mae as an influencer but also Rare Beauty as a brand and emphasises how they focus on sustainability, cruelty free testing and reaching their goal of inclusivity.

Within the pop-up, consumers will be able to access the limited edition box and edit, recieve a discount and get the chance to meet Selena Gomez (CEO) and Kyra Mae. This type of incentive is an effective way of encouraging consumers to attend the pop up and retrieve a limited edition box. Whilst attending the pop up, customers will be offered a free ‘soft power’ smoothie within a recyclable cup, in order to build excitement and incentive. The pop-up with be open

between 4 of May 2026 and 26 of May 2026, at Sephora in London. th th

SMARTOBJECTIVES

products [screenshot]

Increase sustainability awareness throughout Rare Beauty and Kyra Mae’s followers by 25% within the duration of the collaboration.

Increase sustainability and ethical awareness. Measure it through interactions with the website, social media posts and units sold.

This aligns with the overall goal of increasing sustainability and meeting consumer needs.

This is relevant as Gen Z consumers are desiring more sustainability and ethical products.

Reduce costs and increase revenue by 15% through online and in store purchases of the edit, within 6 months of the collaboration.

Reduce production costs for Rare Beauty.

Measure through purchases/units sold online and in-store. This will aim to be completed within 6 months of the collaboration.

This is relevant for Rare Beauty as the collaboration will be taking place in a pop up and available in-store online. With the help of Kyra Mae and building online awareness, consumers will be encouraged to purchase products from the edit.

Rare Beauty post regularly on Instagram and TikTok, with Instagram appearing to be their main stream of content. Within this week, they have posted regularly and sometimes multiple times a day. Their content throughout this week has included creative product content, ‘shop your pick’ with a discount at Sephora, Posts with CEO Selena and teasing their audiences with their new products. Towards the end of the week they released their new collaboration/products with Shay Mitchell/BEIS. This gained the most attention with the comments and reposts reaching nearly 2k. The posts which include Selena recieve the most enaggement with consumers, with numbers hitting between 1k to 4k comments and shares. For regular content, including content and other employees, they mianly see around 200-400 comments and shares. Currently on Instagram they have 8.5million followers and have nearly 4,700 posts. Their TikTok posts are less regular, around one a day however, their content is very similar to instagram as their posts include baseball and their annual Rare Impact benefit. There have been multiple posts on their benefit including interviews with famous beauty influencers such as Mikayla Anogueria. This post received higher engagement than their usual content. Similar to their instagram content, videos which include Selena receive more engagement, with likes reaching between 50k and 300k likes. On average, their videos recieve between 2k and 20k likes. Currently on TikTok they have 4.9million followers and a combined number of 106.3million likes.

03/11/2025

10/11/2025

Following on from their product release, content has fallen in line with this during week 2. Content for this week also included the Grammy’s and congratulating Selena and Benson Boon. One post which gained good engagement was a post directly from Selena, showing her ‘Real Favorites. Real Moments’. Majority of content this week has been the new product line with BEIS, and their current product line. Average engagement this week was between 200 and 2k likes and comments. Similar to their website, Rare Beauty’s instagram page has stayed with one colour theme, keeping their posts neutral, light pinks and neutral colours. With their stories, Rare Beauty post stories mainly all at once, with gaps in between. Their recent stories this week have been minimal but sticking to the theme of their content. On TikTok, their content this week has mainly included Selena, with the release of their new product and the Grammy’s. With Selena being the centre of the content, likes are higher then usual, with their average likes this week being between 20k and 200k. They are using viral TikTok sounds such as Jet2Holiday to engage with their audience. Similar to their theme on Instagram, their TikTok is mainly neutral, pinks and is very minimalistic. This type of image pairs well with them as a company.

Their content is still very product orientated however, with a hint of Christmas. They have produced content which includes some of Selena’s go to product, which shades are the most underrated and a little reminder to celebrate yourself everyday. With regular posts about Selena using the product, it creates a sense of authenticity as it shows Selena trusts and uses her products. Their content has regularly engaged their audiences, asking them questions and encouraging them to engage with the post. Their stories this week have been very regular, in partular on Wednesday/Thursday as they posted christmas content including a brand party, Freindsgiving. These stories also included their recent collaboration with BEIS. Their engagement on Instagram this week has been between 200 and 2k comments. On TikTok, their content this week has been less regular, with the content matching what has been posted on their instagram. One of their videos included a POV of how they try to lure their CEO into making more TikTok’s. Their overall views this week were between 20k-60k. They have slowly introduced their Christmas content with minimal stories on TikTok. Their most viewed video overall is 9.9million with an overall engagement of 750k.

Throughout this content audit for Rare Beauty, I have identified they have regular engagement and produce routine content. As a company, they post daily on Instagram, sometimes multiple times a day, with content that varies from products to Selena. They overall obtain an engagement of 20k to 200k likes which varys depending on whether the content contains Selena. As an overall, Rare Beauty have upheld the same online image, producing an aesthetic image through neutral colours and soft pinks. They hold one TikTok account and one Instragram account which has a combined following of 13.4million. With their online engagement being regular, Rare Beauty currently hold a strong position online especially compared to competitors such as Fenty Beauty. Not only do Rare Beauty post regularly, with similar content on both Tik Tok and Instagram but they also post using viral sounds and video ideas which ultimatelty help with engagement and reach. Throughout their posts online, they consistently use emojis, which ultimately provides a ‘pretty’ caption for audiences to read. One thing that is working well for Rare Beauty currently is their content with involves their CEO Selena as these videos gain more engagement with their audiences and ultimately shows their audiences that she trusts and uses her own products. By posting Selena online, it is not only a social media tactic but also an effective way to build trust throughout their audience. One thing which could be improved is collaborating with more known beauty influencers on TikTok in order to boost their engagement further. Although Rare Beauty currently do this, they not do it very often and by introducing this into their content more, they will be standing out from competitors such as Fenty Beauty who create mundane and repetitive content.

Fenty Beauty’s posts this week are widely focused on Halloween and their recent collaboration with Arcane. Their content is very product focused and have had no appearance of their CEO, Rhianna. Their current theme is very pink which carried out throughout the whole Instagram page. Similar to Rare beauty, their content is very product based with a theme of Halloween. They have posted a timeless look created by Lilia Cortes using Fenty Beauty products, this gained minimal engagement. This week, their overall engagement varies between 50 comments and 2k comments. Currently on their Instragram, they have 13.3 million followers and 11.9k posts. Similar to their Instragram, Fenty Beauty’s content on TikTok is very pink and product related. This week they have posted Halloween themed content including a post which included Rhianna. A lot of their content this week seemed to be based around their lip products . Overall, their content included Fenty Beauty’s current posts creating a a commercial whcih helped them make savings at Sephora and a singular Christmas post. Their overall engagement this week was 20k views and between 2k and 10k likes. Currently on TikTok they have 3.4million follower and a combination of 76.8million likes .

03/11/2025 W/C 10/11/2025

For this week, their content on Instagram has very quickly become based on Christmas, including a post about them on 31/10 compared to 01/11. Their content has stayed product based, including videos/reels. The overall engagement during this week is between 100 - 200 comments and shares. In term’s of stories, thy are posting minimal things on their stories. With their TikTok content, majority of their products are showcased in collaboration with Sephora. Majority of their content is again based around products, in particular their lip products and Christmas themed videos. They have limited their stories posted on TikTok and overall have posted once a day. Their overall engagement throughout this week has ben between 20k and 50k views with around 2k likes. Throughout the week , they have neglected to include Rhianna within their videos. A lot of their content appears to be repetitive with limited viral audios and content ideas.

During this weeks content, they have created very minimalistic content including ‘Deck the halls with Fenty faves’. Majority of people featured within the content of ethnicity, adding to their overall goal however, they are not posting their diverse product. A lot of their content this week has again been based around their lip products, with minimal mention of their skincare products. Majority of the products mentioned on this page is beauty products as they have separate pages for their beauty and hair products. Their overall engagement this week is up to 100 comments and likes, with a recent full face of beauty with a full face of Fenty products. This post received 33 comments and 15 shares. This week on Fenty’s TikTok page, their content is based around their products and Sephora, including a video which is a ‘Date Idea’. Their content this week is hot pink, which matches their content so far throughout this year. Their overall engagement has been minimal with there being an average 15-20k views per video. This week, there has been a lack of viral sounds, viral content and Rhianna and this could be a result of the minimal engagement. Content this week appears to be very similar and does’nt seem to change week on week.

U D I T F E N T Y

E A U T Y

C O N T E T

Fenty Beauty currently hold a strong following on TikTok and Instagram with a combined following of 16.7million followers however, their engagement is much lower than would be expected as they on average receive 20k views and an engagement of around 2k likes. Their content is consistent, with them posting at least once a day and their daily content is based around their products. Throughout their page, I have noted minial posts which include their CEO Rhianna however, the ones that do, receive minimal engagement. One thing Fenty Beauty do well online is by keeping one aesthetic and showing diversity throughout their page. This helps them attract their audience as their content is consistent with their brand and values. However, one thing they could improve on is by using more viral TikTok sounds and content as this will allow them fall on the viral algorithm and reach wider target audiences. This would ultimately increase their engagement and page awareness. For the collaboration between Rare Beauty and Kyra Mae, it will be key to ensure viral sounds are being used, viral content is being created and their overall Content varies rather than being repetitive. This will result in less followers being ‘bored’ of their content and allows them to create engaging videos and pages which attract users and their desired audiences.

Y R A M A E

Kyra Mae’s content this week has been minimal, with her posting 3 posts this week. The posts are aesthetic and pair well with her brand image on social media. The comments and shares on this post are minimal with a max engagement of 50 likes and 20 shares. As she currently has her likes on private, this can not be determined this week. With her content this week, she has kept it simple with photos only of her on holiday, advertising products she is wearing. Currently, the story posts are regular and keeping up to date with what she does on a day to day basis.The current followers on Instagram are 416k with 279 posts. On her TikTok, she has posted more regularly with at least one post a day. In terms of engagement, her views are reaching between 100k views and 1.5million views. Majority of her content this week has been based on her holiday in Sri Lanka with an egangement of around 100k likes and 1k shares. Her aesthetic is clear and her content is regular, being based on beauty, holidays and her daily life. Currently, Kyra has 1.7million followers and a combined 93.9million likes.

03/11/2025

10/11/2025

For this week, Kyra has only posted twice, both being posts about her holiday with music overlapping. The engagement on these posts are similar to her previous weeks with only 30 comments and 10 shares. Again, the stories this week have been more regular, showcasing her daily lives which creates a sense of reality. Within her Instagram account, Kyra has offered a chamber of secrets space where she offers updates and content for her followers, they can engage with her comments and feel a sense of inclusivity with her page. She is also available on threads, for people to be able to engage with her on an alternative platform. Throughout her content this week, she is minimalistic and solely focuses on herself and what she’s up to, which audiences are more likely to relate to and want to watch for entertaining purposes. This week on Kyra MAEs content is a realistic day in her life once she has returned from holiday. One of her recent videos was about a house fire she experienced whilst on holiday creating a sense of reality. This video had high engagement with nearly 150k likes and 1.5million views. The rest of her content this week has been based around cooking and skincare tutorial. These videos gained slightly less engagement with an average 20k to 100k likes and between 200k to 1million views. Her content this week has been very regular and on theme for her, with days in her life, holiday and beauty content.

This week on Instagram, there have been no posts posted however, her stories have been regular showcasing a dinner and day out with Flannels. It is hard to determine what type of engagement this has reached however, other influencers have been tagged and shared on these stories meaning more than one audience has been reached. Her stories content has paired well with her overall online brand image and aesthetic which she has created online. On TikTok, Kyra Mae has also not posted any content, this could be due to her recent house fire. There has been no stories made and therefore, it is difficult to travel engagement however, followers are producing advice and content about her house fire and how to avoid this from happening. This shows the engagement and anvast variety of audiences she has reached, creating awareness and triggering conversations.

C O N T E T A U D I T K Y R A M A E

Kyra MAEs content online is consistent throughout her Instagram and TikTok, as they both showcase her daily life and her travels. She is currently less consistent posting on her Instagram compared to her TikTok however, this is due to TikTok being her main/biggest platform. Throughout her TikTok page, her engagement is reflected in her following as she currently has 2million followers on Instagram and TikTok with an average engagement of 1million views and 150k likes. This type of engagement emphasises how her content is likeable and entertaining and her engagement is consistent. She consistently collaborates with brands, going on brand trips and showcases this throughout her page. Through following her the last 3 week, I have been able to identify that she is a relatable creator who produces content which followers like to follow. Although her content may appear to be non-exlusive due to her holidays, young users such as Gen Z’S enjoy watching this as it is exciting and inspiring. One thing Kyra Mae could improve on is posting more regularly on Instragram in order to build her following and engagement on a different platform as this allows access to a new audience who may not necessarily have access to TikTok. By posting similar content on Instagram and TikTok, it ensures followers wont ‘miss’ content and ensures the highest engagement for her content. Overall, for this collaboration, it will be important to use kyra’s online following to boost the collaboration and create a buzz throughout Kyra’s and Rare Beauty community.

ANSOFFMATRIX

Thestrategywhichappliesmosttothe RareBeautyXKyraMaecollaborationis marketingpenetrationstrategyasthiscollaboration is anadjustmenttowhathas alreadybeencreatedbythecompany.ThIeMarketPenetrationStrategyfocuseson adjustingandpromotingexistingproductstoexistingcustomers,Withinthis collaboration,itfocusesonadjustingthepackaging,creatingasuccessfulcampaignand involvingapopularinfluencerinordertocreateabuzzthroughoutthe targetaudience andcommunity.Withthiscollaboration,wewanttosupportdiversity,inclusivityand sustainabilitythroughthestrongbrandimageofRareBeauty. AsRareBeautyand Kyra Maebothhavestrongreputationsandcommunitiesonline,thiswillbeagood opportunityforthemtoreachnewandexistingcustomerswiththislimitededitionedit. ThisstrategywillbethemostsuccessfulforthiscollaborationasRareBeautyandKyra Mae imagecombinesGenZcommunity, sustainabilityand ethicalpractices tohelp individualsfeelempowered and willingtosupporttheirchosen causes.Wewillensure tomeasurethesuccessofthiscollaborationthroughsocialmediaanalyticsandunits soldatthepop-ups,toseehowtheiraudiencesengagedwiththiscollabandhow successfultheywereinsellingthe ‘softpower’boxes.Byusingthisstrategy,RareBeauty andKyraMaewillseeanincreasein engagementand anincreaseinoverallcollaboration sales.

MARKETINGMIX-8PS

Product Price

Within this collaboration, the product is unique as it is not creating a new product but adapting what has already been created in order to create a buzz and keep up with a collaboration objectives. This product specifically is a limited edition box with Kyra Mae’s favourite products and the packaging is unique and limited edition to this collaboration. This creates a sense of urgency through the target audience to have the limited edition products. It meets consumer needs as their target audience is Gen Z’s and they are currently desiring more sustainable efforts from brands. As our packaging and products will be more sustainable, animal cruelty free and inclusive, it meets their wants and needs and stands Rare Beauty out from their competitors. In order to keep the products on trend, we will encourage followers to engage with the posts and post their own videos based on the collaboration in order to keep the buzz alive. If this collaboration could create a limited edition product, it would be a pair of sunglasses which would be available at the time pop-up shop. This is because it pairs with Kyra Mae’s travel aesthetic and adds an incentive to attend the pop-up.

The pricing for this collaboration compared to competitors will be competitive as it will be cheaper. For example, for the limited edition boxes, prices will vary between £75 and £100, depending on the number of products included within the box. This is competitive for Fenty Beauty as one setting powder costs £28. With the prices for this collaboration being lower than their usual costs and competitors, it will attract consumers especially Gen Z’s as they are becoming more conscious with their money. These type of prices reflects the brands inclusivity as it is priced for all consumers to be able to purchase however, it also advertises the quality of the product as it is cruelty free and sustainable. One thing that this collaboration will be offering is a discount code which will be available to all consumers. This will ultimately drive sales as consumers will be able to access this online and in-store and will encourage more consumers to purchase from this collaboration in order to use the limited edition code. This code will also only be available for the limited edition products, making it more desired.

These limited edition products will be sold on the website and via the pop-up help in London. The platform appeals to their target audience as it is easy and accessible as it is available anywhere in the world, 24/7. With the London pop-up, this will be a good way for Rare Beauty to access a London market, especially consumers who may not be aware of the collaboration. This also allows consumers to feel included within the collaboration and gives them an incentive to attend in order to meet Selena and Kyra Mae. If Rare Beauty was to open a flagship store, this would be opened in New York as it is based in Rare Beauty’s country of origin. They offer large shopping areas like London which would ensure a high level of footfall and build brand awareness for Rare Beauty. As well as this, if the collaboration was to be showcased within the shop, this helps Kyra Mae enter a new market and target audience.

This collaboration will be promoted to consumers through social media posts, email marketing and on website, due to Kyra Mae’s current following online and as there will be guaranteed reach of this collaboration. On top of this, other known influencers will be invited to the opening of the popup, in order to build more buzz and awareness of the collaboration. By using the website, consumers who may not have access to social media will be able to have knowledge of the collaboration. With email marketing, consumers can receive limited edition codes and early access of the collaboration which ultimately creates a buzz and excitement for consumers. This also helps them feel included within this collaboration. By inviting other influencers to the pop up and sending them early PR helps builds excitement across multiple target audiences and ultimately helps build brand awareness through different markets, creating a sense of excitement for the release. To measure if the promotions are successful, we will use social media analytics, units sold and engagement across social media platforms. This ultimately shows how followers have reacted to the collaboration and wether it has successfully reached their target audience.

MARKETINGMIX-8PS

People

Processes

For this collaboration, Selena Gomez and Kyra Mae will represent this collab as Selena is the CEO of Rare Beauty and is ultimately collaborating with Kyra Mae. There will also be influencers such as Kaci Jay, Jordan Lipscombe and Golloria as they ultimately show a diversity of ethnicity, light make up and a full make up. This allows the collboration to access multiple audiences and ultimately maximises the engagement levels for this collab. These creators and celebrities ultimately reflect the brands values as they believe in diversity, sustainablilty and inclusivity across the beauty insdustry. This ultimately reflects Rare Beauty’s values. As this collaboration is widely based around sustainability, inclusivity and ethical practices, we will ensure to teach all ambassadors and creators included within this collaboration. This is important as it ensure the image isn’t tarnished or contradicts itself. When interacting with this team, consumers should feel represented and trust the collaboration through the transparency and authenticity.

When delivering the products, majority will be available at the pop up as this reduces the companies overall carbon footprint however, products will also be available to order into store/the pop up. In order to make the process clean and efficient for the customer, we will ensure to focus on fast delivery and an option to leave a review in order to determine how to adapt and change our processes in order to make it more streamlined for the consumers. In order to improve the customer journey, we will do our best to adapt the collaboration to be sustainable and inclusive for them. This is because Gen Z’s are desiring more sustainable efforts from brands which not only supports their causes but also protects the environment. This ultimately meets their needs whilst also allowing them to connect with the brand on a personal level because of the shared values. With the inclusivity aspect, this will be reflected in the encouragement of engagement in posting and attending the pop up as this will allow consumers to feel included in the collaboration and ultimately connect with the brand. Some of the behind the scenes steps include mass deliveries to reduce carbon footprint and increase outgoings in order to produce sustainable packaging, as promised.

Physical Evidence Performance / Partnerships

The packaging shows the brand identity through its minimalistic design and use of neutral, pastel colours. This pairs well with Rare Beauty’s online image and posts and ultimately reflects their natural beauty objective. The packaging will also include illustrations of plants to express sustainable efforts. On top of this, the pop-up store will reflect the minimalistic design, keeping neutral colours and expressing the sustainable, ethical efforts throughout the pop up. These efforts ultimately pair well with Rare Beauty and their key values and missions. Our pop up will create the most memorable experience as they will not only be able to try on and purchase products but they will also be able to meet Selena and Kyra Mae which will ultimately increase attention and awareness of the collaboration. This will help the collaboration be memorable and encourage consumers to post about the collaboration. When seeing the brand, consumers will feel valued and a connection with the collaboration as there will be sustainable efforts and a sense of inclusivity As a result, consumers will be more likely to shop at Rare Beauty compared to Fenty Beauty as they are showing more efforts to meet the needs of their consumers. Visually, Rare Beauty will stand out in the market as the collaboration will be consistent with their content, products and values whilst using a well known infleuncer where as Fenty Beauty have mainly collaborated with Sephora and regularly post about this

In order to measure the collaborations success, social media analytics and units sold will be the key metrics used in order to ensure this collaboration was successful. The key goals which are most important for this collaboration include and increase consumer engagement and an increase in environmental awareness thoughout the beauty industry. Using the social media analytics allows Rare Beauty to access consumers reactions and engagement with the overall collaboration. Social media can allow consumers to voice their true opinions on products and this can ultimately help Rare Beauty determine whether consumers are happy with their overall experience and products. Kyra Mae will widely increase the brands reach and popularity as they will be given access to a wider audience. Although Rare Beauty currently hold a strong online presence, Kyra Mae’s engagement is strong and consistent which ultimately means she creates entertaining and captivating content. As a result, this will help Rare Beauty reach a wider audience and build a lasting community online. For this collaboration, a few More collaborations with respected influencers would be beneficial in order to ensure the brands values and overall objectives are portrayed throughout the collaboration. Key influencers for this include Mandy Lee, Aditi Mayer and Izzy Manuel. These influencers will ultimately increase the reach and reduce the allegations of ‘green-washing’.

SOCIALMEDIAPLATFORMANALYSIS

TikTok

Globa ly, Rare Beauty have a TikTok fol owing of 4.9mil ion fol owers and a tota of 106 mi lion likes across the r content Across their TikTok page, their engagement varies between 100 comments, 20k ikes and 100 shares to 10k comments, 200k ikes and 10k shares The most popu ar content appears to be new product re ease and Selena Gomez

Major ty of followers appear to be female, aged between 18 and 30 (Gen Z) and prom nently based n the US. Majority of the fol owers interests are based on beauty and fash on, with the r comments and opinions discussing the products.

For Rare Beauty, the content which performs the best is content which involves the r CEO Selena Gomez On average they receive between 20k and 2m llion views For Kyra Mae, her most popular content invo ves holiday content as this rece ves on average 1 5mi lion v ews.

Rare Beauty offer albums for the r different products. This showcases content which advertises the product and how to use it They col aborate with influencers and cons stently showcase their products In order to nteract w th their audiences they have comments shares and DM’s activated so fo lowers can interact with the brand

This is a popular platform which receives the h ghest engagement and therefore wou d be the most practical p atform to reach the h ghest number of consumers and target aud ence. It s an effect ve platform to use for visibil ty and engagement as hashtags can be used and fo lowers can engage with the content and/or get involved

The limitat ons with using T kTok involves heavy rel ance on one singular platform. Should TikTok be c osed down, a lot of their fol owers and audiences would be lost. There are known issues across TikTok w th fake Products being sold across TikTok Shop this can tarnish Rare Beauty s reputation due to rake products and bad qual ty

Rare Beauty and Kyra Mae, do not appear to use this platform however CEO Selena Gomez currently has 14.5mill on followers on Snapchat. With this type of following, it would be a great opportunity for Rare Beauty to access a new target audience and platform.

Regular uses of Snapchat tend to be Gen Z s (aged between 18 and 30). Major ty of users will use the app dai y and as a main source of messaging and contacting people.

Snapchat s widely uses as a contact ng p aftorm rather than a content platform

Majority of content on Snapchat nvolves POV and day to day life It s mainly used as a contact ng p atform rather than a content platform. Snapchat offer l kes, shared and comment ng sections of brands / influencers stor es/posts which is an effective way of encouraging engagement They also allow you to private y message the creator directly from the post.

Snapchat cons stently offer ads and suggest ons on who to fo low and interact with They constantly provide ads for different brands and nfluencers You can interact with them through l kes, shares, comments and private messages The ads also offer a direct l nk to the desired webs te. Th s makes it convenient for users to use

This platform is a creat ve way of showing behind the scenes and real ife content, which fo lowers are more likely to be ieve are true and trust worthy. It s also an effective platform for followers to interact

The ma n limitations w th Snapchat is it is not the most used platform therefore, followers can be m ssed and they wont be ab e to max m se reach of their target audience. There can be increased costs for advertising compared to TikTok where they can advertise their products through content

On Instagram, Rare Beauty currently have 8.5mi lion fo lowers. Their overall post engagement ranges from 100 comments and 100 shares to 4k comments and 2k shares.

Major ty of their followers appear to be from the US female and aged between 18 and 30 (Gen Z’s), similar to TikTok. It is hard to determine th er exact interests however, it appears they are interested in make up, beauty and fashion. This s again, very s mi ar to TikTok.

Their most popu ar content varies between Selena Gomez, new product release and aesthetician product content. These all receive over 1k comments The platform encourages engagement through its ‘follow prompts and opt ons to comment like and share

Instagram offer ads throughout the homepage and in between stro es. It can be an effective way of advert s ng products and businesses as they accidental y scro l onto their products or adverts Rare Beauty currently have comments, shares, ikes and saves turned on and offer a Rare Moments chat where they can nteract with followers more privately

This is an effective platform to use as it i s popular between Gen Z s and the r desired target audience This platform is one of Rare Beauty s highest fol owing and therefore they can be assured, this will reach their desired target audience.

Instagram can be used negatively as it can negatively impact mental health which contrad cts Rare Beauty and the r overall aim to positive y mpact mental health. Consumers may be ess ikely to fol ow them due to this

Rare Beauty currently have 192.6k followers on X (Twitter) and the r overall engagement varies between 100 and 2k likes There is minimal engagement on this app

Their fo lowing on X appears to be more varied compared to TikTok and Instargam as their ma n demograph c appears to be people aged between 18 and 40 with their overall gender being female. It is hard to determine their interests however, you can assume they are interested n Beauty and Makeup.

The content which appears to perform the best involves their products, with them average between 200 and 2k ikes per post. Fo lowers are act ve y encouraged to engage on this app through likes and comments They can also repost and comment on the r content wh ch can appear on the r main page. Th s s an effect ve way of providing thoughts and op n ons wh ch may be more likely to be seen by the creator

Users are actively encouraged to engage with the creator through ads and suggest ons to fol ow. Th s is an effective way of encouraging users to engage with the brand You can interact on Twitter through liking, comment ng, sharing and repost ng. Twitter s also widely used to vo ce thoughts and opinions whcih can be an effect ve way for Rare Beauty to identify real thoughts and opinions

A key advantage of using th s p atform is understand ng and identify ng consumers real thoughts an opinions as th s platform is w de y used to do th s It is effective to use n order to identify thoughts and opinions as they are more visible than comments on platforms such as T kTok and Instagram

The ma n limitations of using this p atform is that it is not widely used across Gen Z s wh ch is Rare Beauty s main consumer and target audience. They cou d miss out on protential reach and engagement.

SOCIALMEDIAPLATFORMANALYSIS

Platform Audience Size Demographic

What is it - Key Focus Marketing uses Pros

Facebook

Currently on Facebook, Rare Beauty have 313k followers and an average engagement of 5k likes and 50 comments

The typical demographic of this platform is Millen als, spec fica ly fo lowers aged between 20 and 40, with ma ority of fol owers being female The r main interest and behaviours are hard to determine however, you can assume they are interested in beauty.

Aesthetic product content appears to reform best on th s page, with an overal engagement of 3k likes Within the facebook page, users are encouraged to interact and engage with the page through fo low prompts and the option to leave reviews on the page

On Facebook, you can access videos in the sty e of reels, ike TikTok and Instagram They offer ads throughout th s and t encourages users to view the products or advert Facebook encourages interaction through l kes, comments, shares, leaving rev ews on the r page and having a ‘Detai s section where you can find out al important deta ls of the company

Facebook can be a useful platform as it allows consumers to leave reviews of the brand. This is an effective way of consumers and fo lower leaving their opinions with high chances of the brand finding it. It is effective for visibi ity as the apps layout s suitable and effective for easy access and reach ng al the mportant deta ls.

Unfortunately, Facebook can be an ineffective way of creating content as the demograph c s d fferent compared to Rare Bauty s target audience With majority of Facebook users being older generat ons, t would be harder for them to reach their desired target audience

Pinterest

Rare Beauty currently Have 707k subscribers on YouTube and recieve a varied number of interactions and engagement, with the number of views ranging from 5k to nearly 700k. The most popular v deos appear to be videos nvolv ng Selena Gomez, where she on average receives 600k views.

I am unab e to fully determ ne the demographic of Rare Beauty s YouTube however, we can assume they are Gen Z s, Female and have an interest n Make Up and Beauty.

Content which performs best on th s platform involves Selena Gomez, the CEO where films GRWM’s as part of a hashtag, #RareRoutine. This encourages engagement as you can access all videos which include this hashtag, vary ng from Rare Beauty s to their followers.

YouTube offers the opportunity to advert se throughout v deos and al ows you to link your webs te within your channel page This is a great way of giving easy access to fol owers. You can easily interact with the channe through subscribing, having alerts for when they post and create hashtags wh ch a low consumers to fee included

A key advantage of using YouTube t creating content wh ch helps invo ve ts fol owers through the use of a hashtag or short. It is effective w th visibility as it is easy to access al v deos and shorts as we l as creating playlists which involve al v deos of one topics It is accessible and easy to find what you are look ng for.

A disadvantage to using YouTube can be the ack of f nding consumer opinions and thoughts on their products and content. It can be easy for comments to be m ssed on a video whcih could ultimate y ead to dissatisfied customers. YouTube a so offer an option for a subscript on which could put consumers off of us ng it, desp te t not being mandatory.

On Pinterest, Rare Beauty current y have 48k fol owers and 5 1mil ion month y views. Their posts include product advertisement and aesthetic shoots for content They a so offer a saved sect on where they showcase albums such as Rare Beauty s gift guide, moodboards and Selena Gomez wedding rare rout ne On average, their posts rec eve 10 likes

Rare Beauty s fol owing appears to be Gen Z’s, Female and you can assume they are interested n make up and beauty

Content wh ch appears to perform the best is their saved boards They offer multiple posts that they have created or saved from other creators. Users are encouraged to engage or saved their posts to boards or pins however, there s minimal encouragement on interacting with a post For examp e, liking and commenting. Th s could be why teir numbers are so low.

Throughout Pinterest, there are ads influencers and commun ty features through creating boards and pins/sav ng others. This s a creat ve way of sharing aesthet cs and gett ng ideas or nspiration. You can interact with pages through fol ower commens, likes and shares as well as sav ng the r content to your own mood boards.

An advantage of using P nterest is that t s wide y used by Gen Z s wh ch is Rare Beauty s main target audience. It is a so a creat ve way of showcasing a brands aesthetics and colours It is an effective way of showcasing products and the aesthetics of the company.

One d sadvantage to P nterest is the amount of Ads and sponsored content Due to the excessive number of ads consumers may be put off from us ng this platform With that in mind, they may want to consider us ng alternat ve more popular platforms.

Currently on LinkedIn, Rare Beauty have 415k followers. They post at least one month, d scussing recent updates in Rare Beauty They receive up to 3k l kes on posts with regular comments and shares The most popular videos appear to be content which nvolves the CEO Se ena Gomez.

Rare Beauty’s following on LinkedIn s unclear however, I can assume it is varied due to the variety of consumers who use LinkedIn however, ma ority w ll be Gen Z s, Female, with an interest in Beauty and/or Selena Gomez.

Content which appears to perform the best is content which nvolves Selena Gomez. This is most l kely related to the fact she has her own mage Within the content, they have access to the website and are encouraged to nteract w th the posts through likes, comments and shares.

Throughout L nkedIn there are suggest ons on new people and bus nesses to follow however, there is l mited mention of adverts You can interact throughout the app via reactions, comments and reposts and you are encouraged to post about what nterests you

For LinkedIn, the ma n advantage is that compan es can access real ife opinions, problems and solut ons al through fo lowers messages and points It is effect ve in receiving feedback and proact vely responding and nteracting with consumers/followers in a business manner

A disadvantage to LinkedIn is the overall demograph c of the app W th L nkedIn being widely used by businesses and professionals, Rare Beauty may be targeting an audience who doesn t direct y us the app. This could ult mately result in wasted rescources.

The most effective platforms to use for this collaboration are TiKTok, Instagram and YouTube. This is because TikTok and Instagram have a high number of followers with Instagram having 8.5million followers and TikTok having 4.9million followers. Both platforms offer a high chance for the collaboration to reach their target audience and ultimately impact them, despite the limitations with TikTok Shop and mental health. For YouTube, despite their following being lower than both TikTok and Instagram (707k subscribers), it is an effective way of showcasing products, interacting with subscribers through hashtags and advertising products. It also helps Rare Beauty and Kyra Mae differentiate their content throughout this campaign as they will be able to create longer content on YouTube with TikTok and Instagram offering ‘snippets’. In terms of target audience, these platforms fit them best as they are three of the main platforms used by Gen Z’s today, with TikTok having 1.9million monthly users, 2.5million monthly users on YouTube and 3million monthly users on Instagram (Statista 2025). By using these three platforms, it garauntees. Higher chance of reaching the target audience. For campaign goals, YouTube is well suited as it will allow the collaboration to post content about sustainability, behind the scenes and ultimately create more in depth, curated content. This will not only help with engagement, it also helps encourage loyalty and ensures the are closer to achieve in their SMART objectives. With regards to content style, TikTok and Instagram allow Rare Beauty and Kyra Mae to create content which does not stray from their original aesthetic and content style. This ultimately helps boost trust with followers as the content is authentic to what they are already posting.

Youtube offers a variety of opportunities for this collaboration as it allows Rare Beauty and Kyra Mae to curate videos and content which tells a story through POV’s, Get Ready With Me’s and Behind the Scenes of the edit. This allows transparency throughout their content and can encourage engagement through a Hashtag and interactions with each video. TikTok and Instagram help offer this collaboration the opportunity to reach the desired target audience, Gen Z’s, through shorter videos, viral content and multiple hashtags which helps the videos ensure they fall on the correct algorithm. Overall, these three platforms esnure the desired target audience is reached and the content is not only curated to the wants and needs of the consumers but also to help ensure objectives are met throughout this collaboration. Ultimately, we can assume these platforms will help boost overall sustainabability awareness and sales through the collaboration.

Fig. [26]: HUSSEIN. 2021. Rare Beauty Products [photograph]

CONTENT MARKETING MATRIX

Awareness Purchase

Entertain

Format: Invitation Post to followers for the Pop-Up

Platform: Instagram

Purpose: Building awareness of the Pop-Up and inviting their followers to the event. Followers will feel included and this will create a buzz.

Inspire

Format: Professional Photoshoot

Platform: Pinterest

Purpose: To advertise the collaboration and edit, professional and aesthetic photos will showcase the edit. The analytics can help identify what is popular with the target audience.

Format: Day in the Life at Rare Beauty

Platform: TikTok

Purpose: Consumers will feel more emotionally connected to the brand as they can see behind the scenes, authentic content.

Educate

Convince

Format: Documentary Style Video

Platform: Youtube

Purpose: Educational video which showcases the collaboration, how it came about and the overall goal (sustainability). The campaign will also show the behind the scenes of designing and creating the edit.

Format: Get Ready With Me

Platform: Youtube

Purpose: Help introduce Kyra Mae as part of the collaboration. Followers can connect to Kyra on a personal level. Still authentic to Kyra but also introduces the edit and creates an entertaining but convincing content.

By showcasing across 4 different platforms, this will help reach a wide target audience and ensure awareness of the collaboration is spread across all the main social media platforms. These 4 platforms are known for being popular across Gen Z’s and it ensures all aspects of the matrix are covered.

I G I N

Platform: Instagram, Website

Format: Post in the style of Photo

Type: Pop-Up invitation

Customer Stage: Awareness, Entertain

Customer Decision Type: Emotional,

Aim: On the Rare Beauty instagram, we aim to directly appeal to loyal and new target audiences, and by tagging Kyra Mae within the post, this will help reach her current audience. Gen Z’s are regular instagram users and Rare Beauty’s largest following is currently on instagram where they have 8.5million followers.

Approach: The post is simple and accessible for followers, whilst still representing Rare Beauty’s online aesthetic and brand image. The post is easy to understand and creates a sense of excitement throughout their consumers and target audiences. With keeping it simple, this post will not only identify key point about the PopUp, it will also introduce the ‘Soft Power’ collaboration with Kyra Mae.

By using a RAREREIMDER photo card, it creates a sense of authenticity, as they have already done this on their instagram. This type of content creates a sense of authenticity through the repeated aesthetic. This will ultimately help build loyalty and emotional connection with their target audience.

By tagging both Kyra Mae and Selena (CEO), it touches on the idea of them attending the PopUp, ultimately, this will create a sense of excitement and desire for consumers to attend in order to meet them.

In collaboration with Kyra Mae, this post will be shared to her instagram to showcase the PopUp and introduce the collaboration. By doing this, it not only creates a buzz throughout Rare Beauty’s following, but also throughout Kyra Mae’s online audience. This post aims to boost awareness and ultimately ensures there will be a high number of attendances throughout the PopUp. Consumers will be encouraged to attend the PopUp, and post using the hashtag (#SoftPower), this ultimately increases the chances of success for this PopUp and is also a way of analysing the success of this collaboration.

U R A T E D C O N

Platform: Pinterest, Instagram

Format: Collaboration introduction

Type: Aesthetic Based

Customer Stage: Emotional

Customer Decision Type: Purchase

By showcasing a curated Pinterest board, it creates a sense of authentic and engaging content as they are not just using professional photos, but photographs taken by consumers and other creators.

Aim: By creating a Pinterest Board, using other peoples photos, they can showcase the aesthetic of the collaboration and create a sense of excitement throughout the build up of the edit release and pop up.

Approach: By providing the link on instagram, it ensures a a Higher chance of consumer awareness and helps ensure their followers notice the new collaboration and Pinterest board. By creating a story which is simple, it ensures little chance of followers getting overwhelmed with information and releases hints of a new collaboration. This creates excitement and buzz and encourages consumers to desire the products and find out more. By providing a public board on Pinterest, it makes it easier for their followers to access and get an idea of the aesthetic of the collaboration and the edit which will be released. As mentioned above, this created a sense of buzz and excitement for what is to come.

By using soft pink colours and photographs of previous PopUps, it creates an image of what is to come within the collaboration and helps build excitement across their consumers. The idea of showcasing previous PopUps, helps create an image of what the collaboration involves and it colours.

As this is collaboration is in partnership with Kyra Mae, she will be encouraged to reshare this story with on her TikTok, with the hastag #SoftPower and a small caption such as ‘The countdown has started! so excited’ or ‘So excited to share this with you all’. This will ensure multiple audiences have been reached and build strong awareness across multiple channels and platforms.

CONTENTMAR EVALUATION

An opportunity arises within the content marketing for their Instragram post as they are creating original, authentic content which not only pairs with their brand aesthetic, but also paits with the wants and needs of their audience. With Gen Z’s typically using Instagram as one of the main forms of social media, it is important for Rare Beauty to use. Rare Beauty and Kyra Mae also have a high following online, specifically on Instagram, which ultimately ensures they will be reaching a large audience. For Pinterest, by creating an online board and showcasing the aesthetic of the collaboration, it allows their audience to see a snippet of the collaboration. This also allows both Kyra Mae and Rare Beauty to appear more authentic to consumers which would ultimately help build loyalty and emotiional connections between the brands and consumers.

Challenges can arise when using pinterest and instagram, as instagram posts need to be consistent and frequent in order to assure there is no ‘short lifespan’ of a brand or collaboration announcement. This could ultimately become time-consuming and cause extra time, money and effort on creating posts and building awareness which may not ultimately be successful. In order to overcome this, we will ensure to utilise a successful content plan and curate content which not only meets the needs of the consumers but also expresses the collaboration and what it involves. With regards to Pinterest, this can pose a challenge for businesses to use as although it is widely used by Gen Z’s, it is not the most popular platform and therefore, may not reach the highest number of followers/consumers. To utilise the engagement on Pinterest, it will be key for us to showcase the link on Instagram and ensure to share it throughout social media platforms in order to ensure the highest engagement possible. By using these social media platforms and strategies, we will be able to achieve an increase in sustainability awareness as majority of Rare Beauty’s consumers and Kyra Mae’s followers are consistent social media users which ultimately ensures reach and engagement with their posts. With that in mind, by showcasing the PopUp online and the Pinterest board including sustainability aspects, this ensures consumers and followers are made aware of the collaboration, its goals and overall elements.

CONTENTOVERVIEW

Launch of the collaboration PopUp is due to begin W/C 4 May 2026, following on from preview release on Social Media Platforms, Email Marketing, Traditional Marketing and Website launch. With the Pop Up following behind these type of marketing, there should be a build up of excitement across consumers, which ultimately hel increase the number of attendees for the Pop Up. PPC will be carried out in the last 4 weeks of the campaign in order to measure the success of consumers reach and brand awareness. This will ultimately help determine the success of the content and will be one of many denominators for whether we have reached our overall objective. th

With content being created and released at the start of the calendar, it will help this collaboration reach their main target audience (Gen Z’s), as they are the main platforms used by Rare Beauty’s consumers and Kyra Maes followers. By showcasing the collaboration on social media, we aim to build a buzz throughout followers and loyal or new consumers.

CONTENTCALENDAR

The aim for this content calendar is to focus on creating content which is mainly showcased on social media channels for both Rare Beauty and Kyra Mae in order to utilise the number of audiences reached. This is also because majority of fans, followers and consumers of Rare Beauty are on and Use social media platforms regularly. Both long and short videos will be used across all social platforms as it provides a variety of content for consumers which are ideal formats for engaging with the audience. This type of content tends to be engageable, shareable and captures the audiences attention. The use of multiple online platforms helps to engage a more diverse audience and therefore reach is maximised. A lot of content will be repurposed across different platforms, including different accounts which will ultimately maximise reach across this collaboration. Not only will this strategy help increase reach, it also helps make the collaboration recognisable as consumers will be able to recognise the brand and collaboration from different platforms.

CONTENTCALENDAR

For the first two months, content will be consistent and regular in order to entice consumers and followers, and ensure there is a sense of buzz and excitement for the collaboration. This will also allow content to be consistent and followers will be encouraged to engage weekly.

By using a content calendar, it helps ensure content is posted every week and establishes a sense of consistency throughout the collaboration. It helps maintain a strong online presence and shows the dedication to the collaboration.

CONTENTCALENDAR

Overall, this content calendar ensure al areas are covered, there is entertaining content and this collaboration is favourable amongst consumers. With the use of educational content, employee content and consumer reviews, it ensures all aspects are covered and the collaboration is viewed more credible.

With multiple posts being created weekly, there is a risk of consumers becoming bored of the content. To reduce this risk, content will be reduced towards the end of June/July. This ensures followers aren’t overwhelmed however, still encourages them to return and purchase from the edit.

E M A I L M A R K E T I N

Fenty Beauty unfortunately did not send a welcome email etc after creating an account. This is something which could be extremely beneficial for them, especially if they offer a joining dicsount. Using this email, it is apparent they have used CTA through their use of Log in however, there is no direct CTA compared to Rare Beauty. Their colours are again minimalistic and match the image of the brand well. By showcasing their recent product allows consumers to have easy access to the website and with the ‘Log In’ prompt, it encourages consumers to create an account, if they don’t have one already. Within this email, there is limited mention of promotional aspects and this could ultimately limit the number of consumer who choose to purchase from their company. In terms of device consideration, the email shown fits well within a phone however, it appears to be smaller and doesnt fill an entire desktop screen.

Rare Beauty’s Welcome email was sent almost immediately after signing up on the website. They have used a relational email technique which addresses me directly. Although they have welcomed me to Rare Beauty, they have not provided any discounts or photos to entice me onto the website. The email is very minimalistic and plain, similar to the brand image they have created. Shortly after their welcome email, Rare Beauty sent through ‘a note from Selena Gomez’ and a 10% discount for my first order. This is use of promotional emailing and uses an enticing approach in order to encourage me to view the website. With the subject including a ‘note from Selena’, this can encourage consumers to feel included and exclusive to be receiving a message directly from the CEO of the company. This is a promotional technique which helps build excitement and encourages consumers to open the email and its contents. In terms of visual design, they have kept all emails minimalistic and matching the image they have created on their website, ensuring to include photographs of their products and Selena. Visually, their emails are very aesthetic and don’t hold too much information that consumers become overwhelmed and discard the email. The Call to Action here is used through their ‘explore now’ link as they are telling consumers what action to take. With regards to their scheduling, Rare Beauty have appropriately scheduled their emails so they don’t appear in the inbox all at once and ultimately overwhelming the consumer with multiple emails. As an email, it feels more quality and high end as it is minimalistic compared to brighter ore chaotic emailing lists.

EMAILMOCKUPS

For the subject of this email, I have gone for ‘Missed Call…. Soft Power is calling!’. This will ultimately intrigued consumers into opening the email.

Soft pink, yellow and maroon have been used for this email marketing campaign as it matches the brands online image, website and previous emails. This creates a sense of authenticity for consumers. A large image of Kyra Mae as been placed at the centre of the email as it hints the idea of a collaboration and who is involved, creating a sense of curiosity for the consumers. As we have picked a natural photograph of Kyra, with neutral colours as it pairs well with Rare Beauty’s overall objective of natural beauty.

Here we have used promotional marketing in order to encourage consumers to visit the website by offering a 25% discount on the Soft Power Edit. This will ultimately create a sense of urgency for consumers as it is for limited time only. By using the phrase ‘Don’t Miss Out’ and ‘Stay in the loop’, we are creating a Call To Action (CTA) for consumers which should influence them into visiting the website and using the code.

The main target audience for this email marketing campaign is for existing customers to be made aware of there new collaboration. They will be Gen Z’s, who are interested in make up, beauty and skincare. They desire products which are natural and supporting a cause.

A large part of the email has Rare Beauty’s products listed, with prices and links for easy access to the website. This also showcases which types of products will be for sale within the collaboration, teasing the idea and creating a sense of curiosity and desire within the consumers.

Adding this shop now link adds more ease to the consumer experience when viewing this email and encourages them to visit the website and shop the collaboration.

For this email, I have created a minimalistic visual, instead of a text heavy email which could overwhelm the consumers when reading. As this is a simplistic brand with key aims and causes, it is key this recognised throughout the campaign. With using brand colours and aesthetic, this email has been kept product focused, highlighting products which are included within the edit.

Within this email, there has been minimalistic use of texts, highlighting key details to draw in consumers, including what the collection contains, promotional code and staying in the loop. The main email types used within this email marketing campaign is promotional and product as the main aim for this email campaign is to promote the collaboration, its products, the dicosunt code and encourage consumers to go onto the website.

EMAILEVALUATION

Types of email marketing include transactional, relational and promotional. For this marketing email, we have marked it as promotional as it ultimately promotes the collaboration, Rare Beauty and offers a discount code which will promote the brand, collaboration and entice consumers to purchase from the company. When using email marketing it can have its advantages when compared to other digital marketing methods as they are cost effective, provide personalised communication with consumers and they can directly drive sales. By using email marketing, you can ensure your contacts will always receive the email, and they will eventually have to action it whether it’s deleting, archiving or reading the email. With this in mind, you can guarantee the contact will receive the email and action it whereas on social media, it is hard to guarantee the post will meet the right consumer and be interacted with. In terms of personalisation, email marketing offers this as you are able to personalise is content to each individual consumers. Ultimately, this provides a sense of acknowledgment and inclusivity for the consumer as they are being approached directly rather than generally.

In terms of legal requirements, the email contains an ‘unsubscribe’ option for consumers at the bottom of the email. This is a result of legal requirements to have the recipients consent for emails to be sent to them. The mailing address must also be be shown within the email, as well as an appropriate subject line. Both of these have been included within the email marketing campaign.

When measuring the success of this email campaign, one way to measure the success is through click-through rate, which would indicate how well the call to action has worked. In this case, it would be measured through the ‘Shop Now’ and ‘Add to cart’ opt within the email. From this campaign, we aim to reduce costs and increase the online sales by 15% throughout the duration of the collaboration, which aligns with our smart objectives. We aim to acheive this with the assistance of our email marketing campaign.

R K E T I N G

After looking into Rare Beauty’s traditional marketing strategies, I found it to be limited. This made it difficult to evaluate the effectiveness of their non digital marketing technique. It appears Rare Beauty mainly uses digital marketing in order to keep up with competitors and meet the needs of their consumers.According to Marketing Dive, ‘Rare Beauty last year ranked as the second most-popular beauty brand among teens’ (Adams). Some examples I did find for traditional marketing include, billboards and posters however, there was limited information on whether it was successful. By using traditional marketing, this could open up new opportunities for Rare Beauty as they would be able to reach a new target audience and increase brand awareness, which ultimately aligns with the smart objective of increasing sustainability awareness. Throughout their digital marketing campaign, Rare Beauty tend to keep their designs simple, beige and pink colours and clearly outline the product being marketed in the campaign. By doing this, they are aligning with their brand image, and previous marketing colour schemes. Some examples of their billboards and posters shown, they showcase this in major cities including New York and London which will gain the most footfall and traffic. This ultimately ensures they reach the largest audience. For this collaboration, it is essential to include non traditional marketing strategies as it will help reach a wider target audience and create a wider opportunity for reaching the collaboration objectives. As Rare Beauty have been limited with their traditional marketing efforts, using it within the collaboration allows for the collaboration to stand out and reach a wider audience.

Similar to Rare Beauty, Fenty Beauty tend to stick with Digital Marketing strategies over Traditional Marketing, which could be a result of their target audience and competitors. From the examples I have found, it is clear Fenty Beauty keep with their brand image and create campaigns which match each product. Some of their campaigns appear to be bright, busy and stand out whereas Rare Beauty appear more calm and natural. By using this scheme throughout their campaigns, it ensures they are consistently aligning with their brand image which helps campaigns feel more authentic to consumers. This also allows Fenty to connect with their consumers on different levels as they are creating campaigns which are entertaining and therefore, their consumers are less likely to get ‘bored’ of their content. For Rare Beauty, this is a possible risk as their content is consistent and very similar.

TRADITIONALMOCKUPS

Traditional marketing can be an effective marketing tool as it offers visible presence for your brand which ultimately enforces brand awareness, consistency and creates lasting impressions on the audience.

For this collaboration, I have created a billboard and poster to introduce the collaboration and pop-up to a new target audience. These will be showcased throughout London, in order to reach a wide demographic and increase awareness of the collaboration and sustainability. To create an interactive segment for this campaign, there is a QR on each billboard/poster to allow consumers to access this collaboration on the website. This ultimately provides a sense of inclusion, curiosity and ease for consumers when using this QR code.

This is essential for the campaign as it helps wider audience engage with the brand and website.

Throughout the mock up’s, I have included neutral, pastel colours in order to align with the brand and its online image. I have also kept the information simple, minimalistic and straight to the point which is in line with the brands usual marketing technique. By doing this, I am to create a sense of authenticity for consumers as the collaboration is not straying away from what Rare Beauty usually do.

A poster to introduce the Pop-Up and create a buzz.

To showcase the release of the collaboration/edit.

To introduce the collaboration and create a sense of curiosity.

TRADITIONALMARKETING EVALUATION

Traditional marketing is a successful way of reaching wider target audiences and ultimately building brand awareness. By using billboards and poster for this collaboration, it will be visually appealing to consumer and will ultimately reach a wider target audience. For existing consumers, it is a successful way of building excitement and buzz when they come across the campaign. This traditional marketing campaign ultimately takes advantage of the footfall in London and the underground, as the billboards will showcase the collaboration, the pop up and the edit and aims to increase collaboration and sustainablity awareness. Unlike some forms of digital marketing, traditional marketing is a non intrusive approach for consumers as they can naturally view the advert whilst commuting and/or travelling. By showcasing the collaboration on billboards and posters, it gives consumers the opportunity to share the campaign online through social media platforms like Instagram and TikTok which untimely increases the collaboration awareness and builds their online presence through third party accounts. On top of this, it allows them to access consumers who may not have access to online platforms and therefore gives them access to a new demographic.

Although Traditional Marketing can have strong success, there are some challenges whcih brands may face when using this strategy. This includes the limitation of measuring the success and reach of the advert whcih can ultimately makes it difficult to determine the success of the advert, wether it has reached the target audience and the engagement it has received. On top of this, as the advert will be reaching a larger audience, it can be considered as wasted coverage on demographics which are not target audiences or interested. For Rare Beauty to overcome this, it will be key to place the billboard within major tube stations only. This garuantees large footfall but reduces the chances of overpowering the audience and creating a repetitive campaign. Following on from this, too many billboards and posters within on given area can be considered as overwhelming for consumers and could result in them becoming bored of the repititive advert. To overcome this, it is important to focus on key areas which recieve a high footfall but are separated enough not to be considered repitive.

Rare Beauty have an website where they showcase products, new releases and their Rare Impact fund. By offering a website, it allows consumers to access the website 24/7, anywhere in the world, which is ultimately convenient for their target audience. This also allows for consumers to access the store, especially if they have no access to physical stores. Rare Beauty is also available for purchase on other stores including Sephora and Space NK. This ultimately increases the consumer reach and provides Rare Beauty access to a new target audience. When moving to the UK, they experienced a sell out (Smith 2024), which shows the success of being available on multiple platforms.

Rare Beauty unfortunately don’t have its own physical stores however, they do showcase their products in other retail stores including Sephora, Space NK and Boots. Rare Beauty products tend to be displayed amongst other mainstream or high end beauty brands, giving consumers a wide access to products. By showcasing products in physcial stores, this allows access to a new target audience and foot fall which increases overall brand awareness and sales. Rare Beauty inhabits an Omnichannel model, combining direct sales with its online pre scene and distribution in Sephora stores globally (News 2025).

Offering products within physical stores and other retailers, has been extremely successful for Rare Beauty, specifically Sephora, where their blush sales have constituted to more than a quarter of Sephora’s total category (News 2025). This statics emphasises the importance of allowing consumers to access products online and instore.

For Rare Beauty, their main source of marketing is through Social Media platforms such as Instagram and TikTok, which allows them to showcase real people using the products in real situations (News 2025). Similar to Fenty Beauty, their main competitor is Gen Z’s who access social media platforms daily, so it is key for Rare Beauty to engage with their target audience in a creative and entertaining way. By doing this, they are allowing their consumers to build emotional connections with the brand. According to Business of Fashion, ‘Rare has excelled at creating social media buzz (BLOOMBERG 2023). With Rare Beauty’s current online and business success, it emphasises the importance of building an online presence and creating content aimed at the desired consumer. Much of Rare Beauty’s success has been credited to Gomez and her current fan base, which includes more thank 400 million followers (BLOOMBERG 2023). This ultimately gave Rare beauty an edge over competitors and helped place them in a good position within the Beauty market/industry.

OMNICHANNELSTRATEGY

How does the online and offline strategies align to create a seamless customer experience?

By using both online and offline strategies, it offers an interactive advertisment for a brand which can increase brand awareness and help build connections with consumers in order to increase brand loyalty. In order to create a seamless experience for the target customer of this collaboration, the campaign will maintain the use of soft colours, neutral tones and simple designs in order to create a sense of authenticity for consumers. As both online and offline strategies rely heavily on visuals, it is key to create a campaign which grabs the audiences attention and ultimately helps create a connection. In order to achieve this, content created will be consistent with what has already been created by both Rare Beauty and Kyra Mae, ensuring to use similar platforms and posts which don’t feel unnatural for the consumer for example, posts will be consistently uploaded to platforms such as Instagram and TikTok in order to create a sense of authenticity for the existing audiences. With the use of a QR code on the posters, this provides users with easy access to the Rare Beauty website which showcases the collaboration and ultimately plays a role in encouraging website and social media engagement.

How can the customer persona be guided through the journey?

For this collaboration, the customer persona will begin with discovery online, where Rare Beauty and Kyra Mae’s announcement will spark interest and buzz throughout the consumer, and provide a link in order to their audience to access the website and recieve a ‘sneak peak’. Once on the website, it will be easy for the consumer to explore the edit and the pop-up details will be revealed. Once at the PopUp, the consumer will be encouraged to create content, purchase from the edit and recieve the chance to meet both Selena and Kyra. Following from the Pop Up, the consumer will recieve a loyalty email, offering personalised tips, exclusive content and disjunctions codes, encouraging the consumer to engage with the brand and build a connection with Rare Beauty whcih ultimately results in brand loyalty.

Is the strategy directing the persona primarily towards physical or digital channels?

This collaboration is primarily directing the consumer toward digital channels since discovery, inspiration and education all begin on TikTok, Instagram and YouTube, and the out of home advertising ultimately leads consumers back to the online platforms. The physical channel still plays a vital role in creating a successful collaboration as it offers a real, in person exeprience for consumers and ultimately allows them to connect with the brand. The overall journey is led by creator storytelling, making digital channels the main platform for building relationships and increase awareness however, the physical store allows for the brand to enhance confidence and deepen the experience for its consumers.

SMARTKPI’S

Promotional

Method Marketing Channels Campaign Objectives Monitor

Content Marketing Instagram, Tik Tok, Youtube

Email

Marketing

To increase sustainability awareness online

For content marketing, we will measure success through views, comments, likes and social media analytics. Content Marketing can also be measured through number of shares and reposts, overall interaction.

Increase sustainability awareness through social media posts by 25% within the first month of the collaboration.

After the content, it is essential for the engagement and following to have increase to ensure we are on track to achieving our objectives. This will allow us to see how successful it as and what we can work on in the future.

Rare Beauty Promotional

Email Subscribers

After the collaboration, it is key to review the email analytics of the CTA buttons and discounts to identify whether it has increased engagement and sales. This will help us work on our campaign and ensure we succeed next time. Non

Billboard and Bus Stop Posters

To have people click on CTA buttons to increase sales and awareness

For email marketing, we will measure success through the number of clicks on the CTA buttons. Sales can also determine the success of email marketing.

Increase sales by 15% through online purchases, accessed via the email market CTA, within 3 months of the collaboration.

To expand content reach and expand into a new target audience

For the billlboards and posters, success will be measured through the number of times the QR code is scanned.

Increase interactions by 15% via the QR code, within 3 months after the billboards/posters are produced.

After the advertisement, it is important to look at how effective the traditional marketing methods were and review how many interactions were received for the QR code. This will help determine wether we met our KPI and inform us whether we need to improve or alter for next time.

FINALEVALUATION

Throughout this project, it has been challenging to create a concept which suits the brand and has not been completed already as Rare Beauty have already produced products which have an inclusive range, they have built a strong emotional brand identity built around mental health and self acceptance and they have ultimately concurred social media through completing effective marketing strategies which have helped them build strong communities online. Throughout the Gen Z audience, they have become increasingly more aware of costs and expenses and are less likely to purchase from a brand if there are cheaper alternatives (Paoletti 2022). This gap was the main opportunity available for this project as it allowed me to adapt the costs in order to meet the needs of the target consumers, Gen Z’s. Not only did the project reduce costs for consumers, it also reduced costs for Rare Beauty and ultimately reduced the risk of the collaboration. This is because it adapted the products which have already been completed and allows the company to enter into an international market without the financial risk that comes with creating a new product line. Although there is a risk of the collaboration and campaign failing, by using an UK based influencer with a strong following online, it has enabled Rare Beauty to enter the UK beauty market and reach a new target audience which ultimately increases their brand awareness.

As mentioned before, a main obstacle throughout this collaboration was creating an ideology that has not already been completed or which puts the company in a new, diverse market however, another main obstacle faced throughout this project is Rare Beauty s main competitor, Fenty Beauty. As a brand, Fenty Beauty is in line with Rare beauty with regards to their target audience, their inclusivity aspects and their marketing strategies which ultimately built them a strong online presence. Fenty Beauty is a very influential brand and has completely changed the beauty industry with their inclusivity, shade range and strong global influence (Fetto 2020). For Rare Beauty and this collaboration it is difficult to compete with a brand which has shaped industry expectations as well as a bold, trend setting marketing strategies. Rare Beautys overall approach to marketing is very soft, minimalistic and emotional well being driven which has been perceived throughout this collaboration and ultimately contrasts to Fenty Beauty. For Rare Beauty and this collaboration to stand out, it is key to meet the needs of consumers and create content which ultimately catches their attention and draws them away from a bold competitor. This is why the collaboration incorporates a UK influencer and ultimately meets the needs of their target audience by creating recyclable and environmentally friendly packaging, cost effective prices and marketing strategies which not only grab the viewers attention but also educates them on the brand and their sustainability efforts.

One of the main key takeaways from this collaboration is that Gen Z’s are becoming more aware of what they are purchasing, with brands sustainability efforts and pricing ultimately impacting their purchasing decisions. According to Forbes, Gen Z s are the generation which are most concerned about global warming and negatively impacting the world’s future’ (Paoletti 2022) which is key to consider when creating a product or idea aimed at Gen Z s as it is key to meet their needs and create products which align with their values and ultimately helps build an emotional connection. When approaching future initiatives, it is key to create products and campaigns which are altered to appropriately meet the needs of consumers and aim to help match their values as this will ultimately help build a community and connection between the consumer and brand. Further to this , it is also important to use an effective marketing tool in order to get these ideas and values across. For Gen z’s, social media is the most used palatform and can be an effective tool to build a strong online community. 53% of Gen Z’s turn to TikTok for beauty inspiration, as this platform provides tutorials, product reviews and beauty challenges (Ehsaei 2024). This is key to consider when creating a product or campaign which is aimed at Gen Z’s as it can provide the brand access to a wider audience and allow them to increase their brand awareness and ultimately build strong emotional connections with followers. Following on from this, it is essential for brands to continue to adapt their marketing strategies in comparison to the constant adapting market. As trends and online behaviours shifts, Rare Beauty and other brands/collaborations must keep a flexible and innovative approach in order to maintain relevance within the Gen Z market. This includes, collaborating with influencers who s values align with the brand and ultimately strengthens the brands authenticity and trust with consumers. By incorporating these insights into future campaigns and product releases, the brand can continue to position itself well in the market and show the target audience that they are consistently listening and understanding their expectations.

In conclusion, this project has highlighted both the opportunities and challenges associated with developing a successful collaboration as although Rare Beauty already excels in inclusivity, mental health and strong social media engagement, the increasing cost conscious Gen Z consumer has presented a gap within the market that this project was able to address. By reducing financial costs through adaptation rather than new innovative products, the collaboration has offered Rare Beauty a financially low risk approach to entering the UK Market. Ultimately, by prioritising sustainability, affordability and strong online presence, the proposed collaboration effectively aligns with Gen Z values and ultimately strengthens Rare Beauty’s and how they connect with their target audience. This collaboration shows the importance of consumers, adapting products to meet their needs and how highlighting thoughtful, value aligned strategies can ultimately support long term grown in a competitive market.

IMAGE BIBLIOGRAPHY

Fig 1

PELTIER, Claire. 2025. Selena Gomez’s Rare Beauty Launches New Liquid Contour for a Natural Sculpt’. Good Morning America [online]. Available at: https://www.goodmorningamerica.com/shop/story/selena-gomez-rare-beauty-liquid-contour-117985732 [accessed 29 Oct 2025].

Fig 2

Fig 3, 27, 36, 39

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Fig 4 BROWN. 2025. Sustainability Store. [Photograph]

Fig 5

BLOOMBERG. 2024. ‘Selena Gomez Is a Billionaire Thanks to Her Brand Rare Beauty’. The Business of Fashion [online]. Available at: https://www.businessoffashion.com/articles/beauty/selena-gomez-is-a-billionaire-thanks-to-her-brand-rare-beauty/.

Fig 6 FITZPATRICK, Lynne. 2023. ‘Diversity – Pros and Cons and Failures and Successes’. George Lee Sye [online]. Available at: https://georgeleesye.com/diversity-pros-and-cons-and-failures-and-successes/.

Fig 7 CONNECT. 2024. ‘Kyra-Mae Turner | Talent | Connect . www.google.com [online]. Available at: https://share.google/images/JNRORLQOMRsQGA7NE [accessed 29 Oct 2025].

Fig 8/9

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Fig 11

HALL, Victoria. 2025. ‘Best Rare Beauty Products to Buy in 2025 | Selena Gomez Makeup Line’. Space NK [online]. Available at: https://www.spacenk.com/uk/inside-space/most-wanted/best-rare-beauty-products-selena-gomez.html [accessed 14 Nov 2025].

Fig 12 SEPHORA. 2025. ‘Rare Beauty by Selena Gomez | SEPHORA UK’. Sephora.co.uk [online]. Available at: https://www.sephora.co.uk/brands/rare-beauty?srsltid=AfmBOopON82mIGV9_pyyQkEmgbPWz1gDWBCUomeeMz81wLJSewi-RMom [accessed 14 Nov 2025].

Fig 13 SPACE NK. 2025. Soft Pinch Luminous Powder Blush . Space NK [online]. Available at: https://www.spacenk.com/uk/makeup/cheeks/blusher/soft-pinch-luminous-powder-blush-MUK200048722.html [accessed 14 Nov 2025].

Fig 14,16,17, 38

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IMAGE BIBLIOGRAPHY

Fig 18,20, 21

Fig 22, 24, 25

Fig 15.

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TURNER, Kyra Mae. 2017. ‘��������-������ ������������ (@Kyramaeturner) • Instagram Photos and Videos’. Instagram.com [online]. Available at: https://www.instagram.com/kyramaeturner?igsh=MTAwdnF4MDVsa2g3OQ== [accessed 14 Nov 2025].

RARE BEAUTY. 2025. ‘TikTok - Make Your Day’. Tiktok.com [online]. Available at: https://www.tiktok.com/@rarebeauty? r=1& t=ZN-91xouICvXzK [accessed 5 Dec 2025].

FENTY BEAUTY. 2025. ‘TikTok - Make Your Day’. Tiktok.com [online]. Available at: https://www.tiktok.com/@fentybeauty? r=1& t=ZN-91xp20Gox30 [accessed 5 Dec 2025]. Figs 19

23

KYRA MAE. 2024. ‘TikTok - Make Your Day’. Tiktok.com [online]. Available at: https://www.tiktok.com/@kyramaeturner6?_r=1&_t=ZN-91xpBonywGU [accessed 5 Dec 2025].

Fig 26

HUSSEIN, Jennifer. 2021. ‘Rare Beauty by Selena Gomez Is the Celeb Beauty Brand You’ll Actually Want to Buy’. Best Products [online]. Available at: https://www.bestproducts.com/beauty/a35152801/rare-beauty-selena-gomez-review/.

Fig 32

MONK, Marketing. 2025. ‘Rare Beauty’s Human-Centered Marketing Strategy’. Marketing Monk [online]. Available at: https://www.marketingmonk.so/p/rare-beauty-s-human-centered-marketing-strategy.

Fig 33, 34

RARE BEAUTY. 2017b. ‘Rare Beauty by Selena Gomez on Instagram: “London’s Latest Sighting! �� Keep an Eye out for the New Soft Pinch Luminous Powder Blush in Your City and Don’t Forget to Tag Us When You Spot It. @Spacenk” . Instagram [online]. Available at: https://www.instagram.com/p/C6ewm5wy9Oe/?img_index=4 [accessed 1 Dec 2025].

Fig 35 LINKEDIN. 2024. ‘Billboards Don’t Have to Be Boring! FENTY Beauty Taking on Times ... ’ www.google.com [online]. Available at: https://share.google/images/cYqjsggAaFRLmzudZ [accessed 4 Dec 2025].

Fig 37 BROWN. 2025. Rare Beauty Store. [Photograph]

Fig 28

Fenty beauty email marketing example. [email]. 2025. Available at: https://fentybeauty.com/en-gg/pages/signup

Fig 29, 30, 31

Rare Beauty email marketing examples. [email]. 2025. Available at:https://www.rarebeauty.com/pages/salesandpromotions?

INTEXTCITATIONBIBLIOGRAPHY