We conducted a comprehensive brand audit with the goal of assessing Rare Beauty's overall brand health. Our objective was to understand how the brand communicates its values and identity, and to collect consumer perceptions and potential risks of brand dilution.

Inspired by Rare Beauty's unwavering commitment to embracing imperfections and reshaping beauty standards, we embarked on this journey. Recognizing the impact of current world events, particularly a controversy the brand faced, we evaluated Rare Beauty's resilience amidst adversity. To do so, we launched an additional survey specifically aimed at measuring the effects of the controversy on brand dilution.

We proceeded to formulate data-backed strategic recommendations designed to fortify Rare Beauty's brand position and ensure its continued relevance and resonance within the beauty industry.