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# Build brief — an original marketing website in the taste of Rare Beauty
> Reference: https://www.rarebeauty.com · UIDiscovery: https://uidiscovery.com/sites/rare-beauty · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/rare-beauty/full.webp) · [scroll video](https://uidiscovery.com/media/captures/rare-beauty/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Rare Beauty — same structure, rhythm and polish, entirely new identity and content.
## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Rare Beauty: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Rare Beauty's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.
## 3. The taste, in short
- Rare Beauty (rarebeauty.com): Fashion & Beauty marketing website, light.
- 8 sections: Call to action → Features → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈808px).
- Type: Ogg headings over Neue Hass Unica body. Imagery: mostly photography.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (810px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Gifts That Bring Us Closer”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-01.webp) · imagery: slot 1
### 2. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (766px at 1440), page background; 61 image elements (photo collage/gallery + small graphics); 13 buttons (tabs, toggles or per-card actions), 38 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Bestsellers”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-02.webp) · imagery: slot 2
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (663px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Soft Pinch Liquid Blush”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-03.webp) · imagery: slot 3
### 4. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (705px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Foundation Shade Finder”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-04.webp) · imagery: slot 4
### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (915px at 1440), page background; 23 image elements (photo collage/gallery + small graphics); 4 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “@RareBeauty”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-05.webp) · imagery: slot 5
### 6. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (956px at 1440), page background; 8 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~3 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Shop by Category”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-06.webp) · imagery: slot 6
### 7. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (808px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Make an impact on mental health”
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-07.webp) · imagery: slot 7
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (669px at 1440), own light band #fdf6f0; 1 image/graphic; inline form (2 fields, e.g. email capture), 4 buttons (tabs, toggles or per-card actions), 39 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/rare-beauty/s-08.webp)
Inner pages also captured (Product, About, Blog, Contact, Shop, Security): https://uidiscovery.com/sites/rare-beauty?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fdfbf8` | page background | — |
| foreground | `#000914` | body text, headings | 19.4:1 |
| accent | `#6f0936` | primary buttons, links, highlights — sparingly | 11.5:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 20.0:1 |
| muted | `#fdf6f0` | secondary text, borders | 1.0:1 — borders / large text only |
Captured palette: `#fdfbf8` `#000914` `#6f0936` `#fdf6f0` `#ffffff` `#7f2649`. Section bands top→bottom: `#fdfbf8` → `#fdf6f0`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #fdfbf8;
--foreground: #000914;
--accent: #6f0936;
--surface: #ffffff;
--muted: #fdf6f0;
--font-heading: "Fraunces", ui-serif, Georgia, serif;
--font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
--radius: 12px; /* calibrate from the screenshot */
}
/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
--color-background: var(--background);
--color-foreground: var(--foreground);
--color-accent: var(--accent);
--color-surface: var(--surface);
--color-muted: var(--muted);
--font-heading: var(--font-heading);
--font-sans: var(--font-body);
}
```
### Typography
- Headings: **Fraunces** (Google Fonts) — reference uses Ogg. “Ogg” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses Neue Hass Unica. “Neue Hass Unica” is a licensed face — use Inter (or Hanken Grotesk) as the free stand-in, or license the original.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.
### Spacing & rhythm
Sections run ≈808px tall at 1440 (median; range 663–956px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 1 time down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.
## 6. Imagery plan
Measured from 6 section screenshots: mostly **photography** (light, warm, Fashion & Beauty). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-01.webp)
- **Stock** — “editorial fashion portrait plain backdrop”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Features → photography (uncertain)
- Fashion & Beauty references lean on photography; 61 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-02.webp)
- **Stock** — “fabric texture close up”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 3. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-03.webp)
- **Stock** — “unbranded skincare bottles still life”: [Unsplash](https://unsplash.com/s/photos/unbranded-skincare-bottles-still-life?orientation=portrait) · [Pexels](https://www.pexels.com/search/unbranded%20skincare%20bottles%20still%20life/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/unbranded%20skincare%20bottles%20still%20life/?orientation=vertical)
- **Generate** — `Photograph: unbranded skincare bottles still life. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 4 · 4. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-04.webp)
- **Stock** — “editorial fashion portrait plain backdrop close up”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 5 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-05.webp)
- **Stock** — “fabric texture close up close up”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 6 · 6. Features → photography
- Photography, seen in the capture (tool, cosmetic tool). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-06.webp)
- **Stock** — “unbranded skincare bottles still life close up”: [Unsplash](https://unsplash.com/s/photos/unbranded-skincare-bottles-still-life-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/unbranded%20skincare%20bottles%20still%20life%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/unbranded%20skincare%20bottles%20still%20life%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: unbranded skincare bottles still life close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 7 · 7. Features → photography
- Photography, seen in the capture (people, adult, textile). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/rare-beauty/s-07.webp)
- **Stock** — “editorial fashion portrait plain backdrop wide shot”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fdfbf8, #6f0936, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **Icons** — 8. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.
### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #6f0936 and #fdf6f0 on a #fdfbf8 background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: editorial fashion portrait plain backdrop, friendly simplified shapes, limited palette of #fdfbf8, #6f0936, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“fashion flat illustration” on Unsplash](https://unsplash.com/s/photos/fashion-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)
- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.
## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.
## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.
## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).
---
More: tokens https://uidiscovery.com/api/v1/sites/rare-beauty/tokens · kit https://uidiscovery.com/api/v1/sites/rare-beauty/kit · MCP `get_design_brief({ slug: "rare-beauty" })`, `get_image_plan({ slug: "rare-beauty" })`. Cite the reference as https://uidiscovery.com/sites/rare-beauty.
