PR 429
Business and Economic Foundations of PR & Advertising
RARE BEAUTY FINAL PROJECT
For our final project, my team and I used the Lipstick Index as a strategic framework to examine how consumers respond to economic uncertainty through small, emotionally driven purchases. We analyzed how Gen Z and young Millennials interpret affordable luxury and self-care, and how these behaviors show up in beauty consumption. Building on these insights, we developed a campaign concept that reimagined the Lipstick Index for today’s consumer, positioning Rare Beauty as an accessible indulgence and a wellness-driven brand. Our final proposal extended Rare Beauty beyond cosmetics by integrating emotional well-being and community-focused experiences to strengthen brand loyalty.
Rare Beauty Full Project Here
TOYS & TARIFFS PRESENTATION
For my midterm, I analyzed the impact of U.S. tariffs on the toy industry, using Funko as a case study to examine how trade policy directly affects pricing and consumer demand. I explored how increased tariffs on Chinese imports have driven higher manufacturing and freight costs, contributing to shifts in sourcing strategies across the industry. Through stakeholder, competitor, investor, and media analysis, I evaluated the business risks Funko faces and assessed how tariffs influence investor confidence, and long-term resilience.
Toys & Tariffs Full Project Here
FOLLOW A COMPANY PRESENTATION
Throughout the course of the semester, we were asked to follow a publicly traded company and analyze how market conditions and public perception intersect. I chose Starbucks to examine how the brand navigates financial performance, investor expectations, labor relations, and consumer sentiment in real time. I analyzed earnings and stock performance to assess how pricing, loyalty changes, labor strikes, and global expansion shaped brand perception and investor confidence.
Starbucks Full Project Here
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