Concept Campaign
“Beauty You Can Feel.”
A launch campaign for a first-of-its-kind accessible hair care line — tactile ridge system, ergonomic pumps, and sensory-driven design — positioning Rare Beauty as a leader in disability-forward product development rather than compliance-minimum accessibility.
Created for PR 535 at USC Annenberg — a full PESO campaign for a concept product line, Rare Hair by Rare Beauty: accessible hair care with tactile packaging designed for blind, low-vision, and mobility-challenged users. The creative brief, news release, opinion piece, and FAQ were all researched and written for this project.
Presentation
The Deck
The eleven slides this campaign was presented from — brand context, the accessibility gap, the product line, the experiential programme, and the advertisement headlines.
The Brief
The Problem
Millions of people with visual and mobility disabilities face daily barriers identifying, opening, and using standard beauty products. Accessibility research shows tactile markers and intuitive packaging significantly increase independence and safety for blind and low-vision users — yet few beauty brands prioritise meaningful accessibility beyond compliance. Inclusive hair care packaging is nearly nonexistent.
The Goal
Raise awareness of the accessibility gap in hair care, position Rare Beauty as a pioneer in disability-forward design, and drive adoption among both disabled and non-disabled consumers by making the case that usability and inclusivity are design strengths — not trade-offs against performance or luxury.
Primary Audience
Blind and low-vision individuals; people with limited mobility or dexterity (arthritis, tremors, muscular disorders, fatigue conditions); disability advocates, accessibility experts, and inclusive-design communities; and existing Rare Beauty consumers.
Secondary Audience
Gen Z and Millennial beauty consumers who value ethical and inclusive brands; beauty influencers focused on advocacy, transparency, and innovation; and retailers and industry leaders seeking accessible product offerings.
Explore the campaign
The PESO Breakdown
Four channels, each with its own deliverables. Start anywhere — or read straight through from Paid.
Paid Media
The creative brief behind the campaign, the billboard and bus-shelter headlines, and a social buy built accessible-first — alt text, captions, and audio description as standard.
- Creative brief
- OOH headlines
- Accessible social ads
Earned Media
The launch news release, plus an opinion piece — "The Beauty Industry Has a Blind Spot. Rare Hair Fills It." — making the research-backed case for inclusive packaging.
- News release
- Opinion piece
- Media target list
Shared Media
A community-built layer: the #BeautyYouCanFeel challenge, blind and low-vision creators sharing tactile routines, and partnerships with disability organizations.
- #BeautyYouCanFeel
- Creator UGC
- Community partnerships
Owned Media
The channels Rare Beauty controls — the launch FAQ, an accessibility-first landing page, email education series, blog, and a launch event at the Beverly Hills Hotel.
- Launch FAQ
- Landing page & email
- Launch event