Rare Gems

This presentation was prepared by my team for the course Advanced Marketing Management. For the course project, we worked in teams to develop a comprehensive marketing strategy for a brand extension of an existing company using the G-STIC Framework. My team chose Rare Beauty, a makeup and beauty brand renowned for its inclusive packaging designed to accommodate individuals with varying levels of dexterity and mobility. Inspired by Rare Beauty's mission, we proposed a brand extension into the jewelry industry, creating pieces with accessible designs. Our strategy addressed a key pain point for individuals with limited mobility: the challenges posed by traditional clasps and fasteners. This alignment with Rare Beauty's values reinforced the brand's commitment to inclusivity while tapping into a new market opportunity.