Evaluating Rare Beauty's Website

Rare Beauty is not only unique in how it is run as a company and its famous products but its website design and branding are also a mentionable quality. The Rare Beauty website is designed for usability, meaning, it is designed so that the average user can explore the website and find what they want with ease. It is designed as something that you can easily scan through and still obtain the intended message and or goal of the website.

If a website is overly complex, this could prove harmful for the brand as a whole, users would not want to access the website and therefore not access the products directly and the brand could see a dive in website visits and potentially any profits as well. This is not the case for Rare Beauty, they have designed a website that utilizes effective visual hierarchies, where the most important things are the first things you will find, and other categories are grouped together appropriately but not highlighted in the same manner. They break up their pages into clearly defined areas, eliminate distractions, and format their content into something that can be scanned but is still visually appealing and relevant to the brand. The brand is intentional with its context, they highlight the main things people would want to know about which are the rare impact fund, the products they can shop for, and the most helpful tool of all for beauty product users, a shade finder. They also offer live chats for those who need extra help choosing the best beauty products for themselves, which is something not many brands do!

The website knows how to grasp the user's attention and provide immediate clarity. The user is never confused about where something is on the website, it's easy to navigate and straight to the point. The website also is successful in its continuance, even after purchasing products, the website is still useful and inviting to continue to browse and also connects you in other ways such as following the mission, following on social media, and more. Rare Beauty prides itself on its credibility in delivering on its mission and promises, which is why it has become such a huge success as a brand and website. Overall, this website is very impressive and accomplishes all it is set out to do.

*All highlighted terms are from Digital Marketing Essentials by Larson and Draper (2023).