Student Blog

Arlie Abraam 3/14/26

I have recently found my new favorite perfume from Rare Beauty. It is their first perfume that they have launched. Rare has only launched different makeup products. It is different than other perfumes I have seen because of the enhancements you can buy separately. The perfume is good on its own, but if you want to layer the scent, you can buy one of the balms.

I found the marketing campaign for this product interesting because it is a common product, but it had an interesting twist. One of the first times I heard about the new perfume was when Rare Beauty put up a poster on the sidewalk in Soho with a scratch-and-sniff. People walking by could actually rub the perfume bottle and smell the new perfume.

Rare Beauty needed to strategically pick where these posters were going to be in order to get the most exposure. This campaign got millions of views on Instagram and TikTok because people passing by found it interesting and used social media. If this were placed in an area with the wrong demographic, it wouldn’t have gotten the same social media exposure. With the sample on the board and the QR code to order samples works to attract new customers.

The different perfume balms expand the potential customer base. Perfumes have to appeal to the majority in order to have good sales. Therefore, Rare Beauty created four different scents that complement and add to the main scent. These scents include Amber Vanilla, Floral Peony Blossom, Woody Oak, and Fresh Bergamot. This shows that Rare Beauty considered the psychographics of their target audience. This increases sales and consumer interest.

It is important to consider the demographics and geographical elements when deciding where to market your products. Behavioral and psychographic characteristics are beneficial when designing your product and how it can benefit your customer. When all of these elements are considered, the customer feels considered and even catered to.

I would be interested in looking more into firmographic segmentation. I work for my mom’s business and we do a lot of business-to-business sales. I am trying to create marketing strategies for her. This could be helpful to see how businesses make purchases and what influences their purchasing decisions specifically.

Citations

Hoenig, Henry. “Understanding Market Segmentation: A Comprehensive Guide.” Investopedia, 12 June 2025, http://www.investopedia.com/terms/m/marketsegmentation.asp.

Mejia, Maya Isabella. “Stop & Smell the Marketing.” Medium, Marketing in the Age of Digital, 18 Oct. 2025, medium.com/@mim8076/stop-smell-the-marketing-499d01164bcd.

“Rare Beauty, Sniffable Billboards and Collapsing Funnels – MediaCat UK.” MediaCat UK, 6 Aug. 2025, mediacat.uk/rare-beauty-billboards-offer-perfume-samples-to-nyc-pedestrians/#.