RARE BEAUTY AWAKEN CONFIDENCE
When we launched Rare Beauty’s Find Comfort in Awaken Confidence—a juicy peach and fresh floral fragrance paired with a rich body cream, we were introducing a vibrant scent in the middle of December. While most brands leaned into cozy, seasonal vibes, I was posed with a challenge: How do you sell summer in winter?
MY APPROACH
To flip the seasonal narrative, I built a bold tease-to-reveal strategy rooted in summer escapism and community-first storytelling. The campaign focused on two pillars: curiosity-led teasing and transportive storytelling.
TEASE
We flooded social with 🍑 emojis, cheeky one-liners, and playful comments across celebrity, influencer, and brand posts. The response? (We broke the internet!) Our community jumped in our comments with guesses and 👀, brands like Cheez-Its, Tajín, and United Airlines joined the conversation, and Selena Gomez was even asked about the 🍑’s on the red carpet.
Tease results:
143K+ likes on our teaser carousel
Over 4.3K UGC posts in 48 hours 🍑
+83% increase in comment volume week-over-week
+2 brand partnerships initiated from peach comment momentum
+25% TikTok follower spike during teaser phase alone
REVEAL
Once curiosity peaked, we revealed a dreamy world that leaned into the idea of summer escapism. We built a visual diary around carefree, warm scenes of a Euro summer that transported our community into a dream-like world. We stayed committed to this storyline across platforms to set the tone before diving into fragrance details and product education.
Reveal wins:
2.5x more saves and shares vs. our last body launch
17M+ organic impressions across TikTok and Instagram
100K+ new followers during the campaign
1.6K+ story reposts using campaign visuals
Featured in 4 industry recaps (Glossy, Trendalytics, CreatorIQ, WWD)