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Community-built content —

Shared Media

The Approach

Shared media is where the campaign stops talking about the community and starts handing it the microphone. The goal is content co-created with disabled users rather than about them — which is also the campaign's strongest credibility signal, since the product's whole claim is that it was designed with, not merely for, the people using it.

Shared Media

Channel Plan

Organic social

• Rare Beauty Instagram, TikTok, Twitter/X and YouTube
• Sensory-first tutorials and reaction videos

User-generated content

• Blind and low-vision creators sharing their tactile routines
• The #BeautyYouCanFeel challenge

Community engagement

• Partnerships with The Braille Institute and Service for Sight
• Organic reposts of creator reviews and influencer amplification

Creative

The Work

#BeautyYouCanFeel launch post Opens the challenge with a prompt anyone can answer — find your bottle by touch — rather than a branded call to action.

Community partnership announcement Co-branded with The Braille Institute and Service for Sight, leading with the designed-with claim the whole campaign rests on.