Rare Beauty

Integrated Communications Campaign for Rare Beauty's Soft Pinch Liquid Blush

Communications Campaign Planning

Overview: For my Communications Campaign Planning course, I developed a fully integrated communications campaign for Rare Beauty's Soft Pinch Liquid Blush. The objective was to create a campaign that strengthened the brand's emotional connection with Gen Z while remaining true to Rare Beauty's mission of authenticity, confidence, and self-acceptance.

The campaign, #MakeMeBlush, reimagined Valentine's Day through a different lens, celebrating independence and self-confidence instead of romantic relationships.

  • Rare Beauty competes in a crowded beauty industry where brands like Rhode and Florence by Mills are all competing for Gen Z's attention. While many campaigns surrounding Valentine's Day continue to focus on romantic relationships, Rare Beauty's purpose-driven identity presented an opportunity to tell a different story.

    The campaign needed to:

    • Differentiate Rare Beauty from competing beauty brands.

    • Strengthen emotional connections with Gen Z.

    • Increase awareness and engagement for Soft Pinch Liquid Blush.

    • Stay authentic to Rare Beauty's mission and brand voice.

  • Research revealed that Gen Z increasingly views singlehood as an intentional and empowering stage of life rather than something to overcome. At the same time, Valentine's Day marketing continues to center overwhelmingly on romantic relationships.

    This uncovered an opportunity for Rare Beauty to create a campaign that reflected its mission while connecting with an evolving consumer mindset.

  • #MakeMeBlush

    Who Needs A Partner To Make You Blush?

    The campaign reframed Valentine's Day by positioning beauty as an act of self-expression rather than romantic validation.

    Through influencer storytelling, community activations, and social-first creative, #MakeMeBlush celebrated the everyday moments that make someone blush; from personal achievements and friendships to confidence and authenticity.

  • The campaign blended digital and experiential touchpoints into one cohesive communications plan.

    Key elements included:

    • TikTok and Instagram strategy

    • Micro-influencer partnerships

    • User-generated content through #MakeMeBlush

    • Valentine's Day Sephora activations

    • Community partnerships

    • Campaign timeline and media planning

    • Communications objectives and contingency planning

  • This project was developed independently from strategy through execution. I was responsible for:

    • Competitive analysis

    • Audience research

    • Consumer insight development

    • Brand positioning

    • Messaging strategy

    • Campaign concept development

    • Media planning

    • Experiential marketing strategy

    • Creative mockups and visual campaign design

    • Final campaign presentation