Challenge
Creating a safe, welcoming space in beauty—and beyond. Mega-influencer Selena Gomez needed to design a best-in-class digital experience for Rare Beauty.
Our role
- E-Comm & Marketing Sites
- UX Strategy
- Digital Design
Power of Brand
Selena Gomez is one of the top 5 most followed people on Instagram with fans who have grown up watching and listening to her on popular TV, film, and music. The follow up to her critically acclaimed album, Rare Beauty, could only be matched by the launch of an equally monumental cosmetics brand.
Commitment to Mental Health and Community Building
Rare Beauty's purpose is to build a safe community for people to be open about their own mental health journeys.
Shade Finder
As a beauty brand that prioritizes inclusivity and diversity, Rare Beauty launched foundations and concealers in 48 shades. CASE designed the Shade Finder tool to be a best in class digital experience to help users find the products that best suits their skin tone.
Results
Following its September 3, 2020 launch on RareBeauty.com, Sephora.com, and in-store at Sephora, Rare Beauty achieved over one million online sessions within its first week. Rare Beauty’s full line includes 14 categories and 150 SKUs that exist to help people celebrate what makes them unique. The brand is contributing 1% of all product sales toward the Rare Impact Fund to support mental health services.
