Ch. 6 - Consumer Decision Making

 Rare beauty does have competitors such as Fenty beauty. However, the products are important, but people today care a lot more about the heart behind the brand. Rare Beauty really believes in their initiatives and wants to make a positive impact, which is why they have successful marketing strategies. Getting sold at a store is crucial to makeup brands because consumers want to physically see and test the makeup to make sure it is something they will like and use. Rare Beauty has made it easy for consumers to test them out in person by being available in Sephora where customers can see the true quality of the product itself.