*Hey You... Data-Driven CAMPAIGN

The Challenge

Gen Z and Millennial women face increasing mental health challenges and often feel overwhelmed by the pressure to balance self-expression and self-care. Rare Beauty needed to differentiate itself as a brand that not only provides makeup but also champions mental well-being. The challenge was to create an authentic and impactful campaign that would connect with this audience on an emotional level, fostering awareness and empowerment.

The Solution

The "Hey You" Campaign positioned Rare Beauty as a trusted ally in mental health. By leveraging personalized, data-driven messaging and partnering with relatable influencers and mental health professionals, the campaign created an authentic connection with the target audience. The campaign combined beauty with empowerment, reinforcing the importance of self-expression and self-care. This approach fostered a deeper emotional bond, positioning Rare Beauty as a brand that truly understands and supports its customers' journey to self-acceptance and well-being.

Applications 

Adobe Illustrator | InDesign | Photoshop

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