For this campaign, I chose Rare Beauty, a brand that consistently leverages paid advertising to promote new products, limited-time promotions, and seasonal moments. Based on prior research, Rare Beauty’s paid ads, especially those tied to promotions and featuring strong brand storytelling…

Since I’m currently working on the social media marketing team for Derby Street Shops, I wanted to analyze a brand I actively manage and work with rather than relying on hypothetical or publicly available data…

Rare Beauty has mastered the balance between emotional storytelling and strategic visibility on social media. Focusing on their Instagram and TikTok, the brand blends organic content and paid promotion in a way that feels authentic, accessible, and intentional.

As part of my Internship capstone, I collaborated with a multidisciplinary team to conduct a competitive analysis and strategic audit of Tarte’s Shape Tape, one of the most iconic products in the beauty industry.

Have you ever bought something online without thinking, only to question your decision a few minutes later? If so, you’re not alone.