Rare By Design

Campaign: Rare by Design
Rare Beauty, founded by musician and actress Selena Gomez, is more than a cosmetic brand, it embodies values of authenticity and inclusivity. The brand celebrates enhancing beauty without compromising self-acceptance.
This philosophy is embodied in the brand’s newly launched fragrance, Rare Eau de Parfum. Beyond its scent, it stands out for its accessible design. People with disabilities have praised the thoughtful, cap-free, flat-button spray online. Yet, while Rare Beauty has acknowledged this feature, there has never been a campaign highlighting it. A dedicated campaign could help the fragrance reach more people with accessibility needs, rather than relying solely on algorithms.
Our Idea:
A series of conceptual social media ads featuring models with disabilities using Rare Eau de Parfum, celebrating a fragrance created with them in mind and making it truly Rare by design.