Hailey Bieber, an American model and media personality, sends beauty fans into a MELTDOWN after announcing a launch of another addition to her skincare brand Rhode. The new “it girl” of the social media may just be using the smartest marketing tricks to continuously make Rhode products go viral across the globe.
Let’s dive into the journey of Hailey & Rhode: uncover the top 3 marketing tricks that turned Rhode into an internet sensation
Being the daughter of actor Stephen Baldwin, the spouse of pop superstar Justin Bieber and a close friend of the Jenner Sisters, Hailey Bieber has captured the public eye long before the launch of Rhode.
Despite having a privileged background, the 27-year-old female media star has carved her own path through a successful modelling career. She is signed with a high-profile IMG modelling agency and frequently appears on the covers of the most popular magazines such as Vogue, Elle, Allure and Bazaar just to name a few.
Being renowned as a beauty and fashion icon, Hailey has accumulated over 51M followers on Instagram (@haileybieber), where she shares her signature fashion style and inspiring makeup looks.
“SHE REMAINS PRIMARILY A MOOD BOARD … NOT A PERSONA, BUT AN IDEA TO ASPIRE TO“
https://www.vox.com/culture/24055466/hailey-bieber-baldwin-clean-girl-rhode-explained
Hailey’s “glazed donut” skin complexion and “clean-girl” aesthetic has spun off viral trends across social media. Do these sound familiar to you?
- Glazed donut nails
- Strawberry girl makeup
- Latte makeup
- Cinnamon Cookie Butter Hair
That’s right! Mrs. Bieber is the influential force behind these online sensations. Here’s when her skincare brand Rhode comes in.
Rhode – “A new philosophy on SKINCARE”
Source: Getty Images/Bloomberg
After months of teasing the brand on social media, Hailey has finally launched Rhode Skincare in June 2022, sending her fans into a frenzy.
The main premise behind the brand was to deliver curated skincare essentials, formulated with high performance ingredients to provide Hailey’s signature “fresh glazed donut” look and dewy skin. Despite being a new brand in a highly condensed industry, Rhode has received enormous success since the very beginning, particularly among Gen Z.
“We crossed the eight-figure [sales] threshold in just 11 days of selling. It’s surpassed anything I’ve ever seen.”
Rhode’s CEO Melanie Bender, Source: VogueBusiness
So, how did Rhode Skincare create such a “buzz”? 📈
Learn top 3 marketing strategies that made rhode go viral
1. Know Yourself and Your Market
Hailey strategically leverages her influence in the beauty industry, whilst acknowledging having a limited knowledge and experience in skincare.
Leveraging her assets, Bieber partnered with Founder and CEO of OBB Media and assembled the “dream team” of in-house experts, such a cosmetic chemist, Dr. Ron Robinson and dermatologist Dr. Dhaval Bhanusali. Hailey notes that attracting this range of talent and expertise is the “backbone of Rhode’s Success.”
Acknowledging the fatigue over celebrity beauty brands, Hailey claims her approach to be “different”. Rhode is built on values of Simplicity, Affordability, Authenticity, Quality and Transparency that closely align with beliefs of Gen Z – Rhode’s biggest customer group . The brand additionally caters to younger’s generation rising concerns over sustainability by offering vegan, cruelty and gluten free products with minimum carbon footprint ♻️.
2. Quality over Quantity
Rhode embraces the “slow beauty” movement, prioritising quality over quantity by offering fewer but higher quality items. The brand’s initial launch included only three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Hailey’s idea behind this strategy was to create “One of everything good” products that work “together as a small routine.” The female entrepreneur continuous to follow that trajectory by releasing only one more product at a time, giving her maximum time and attention to each of her brand’s releases.
3. Strong social media presence
Rhode’s social media marketing is truly fascinating! Building on top of Hailey’s already existing popularity and a huge fan base, the brand’s collaboration with marketing experts and social media influencers broke the internet.
Rhode has a recognisable minimalistic, “vanilla girl” and “clean-girl” brand aesthetic, closely resembling Hailey’s unique style. Bieber, being the go-to girl for all things beauty, organically showcases her products during skincare and makeup tutorials, leaving fans craving the products to achieve the same “glazed-donut” effect.
To further spread the message, Rhode collaborates with the most popular influencers on social media platforms. The brand sends its products for their feedback before the launch and brings the creators along on their journey. The influencers’ numerous posts featuring Rhode’s products create a “domino effect”, making the brand go viral on the internet. As a result, Rhode’s Tiktok account has already accumulated over 568k followers and 14.6M likes!
Furthermore, Hailey has strategically collaborated with the infamous Krispy Kreme donut company 🍩 to promote her brand’s “glazed donut” and “strawberry girl” theme as she launched new flavours of fans’ favourite Peptide Lip Treatments.
It is exciting to follow along Rhode’s fascinating journey and we cannot wait to see what Hailey Bieber comes up with next!
Interested in learning more about Rhode? Check out the Braking Beauty Podcast for an exclusive peek into Rhode’s journey ↓
Follow Rhode to stay up-to-date with their most recent news, tutorials and product launches:
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