Image credit to Rhode Skin
Hailey Bieber has positively impacted the beauty industry. Launching her skincare and beauty brand Rhode in 2020, she has been in the limelight these past years. Her sense of style and irrevocable flair for business strategies make her a force in the fashion and beauty industry. She has successfully brought to life a “new philosophy of skincare” by embracing natural beauty and perfecting the skin.
Hailey Bieber
Global fashion icon and businesswoman, Hailey Bieber herself is nothing short of inspirational. Her fashion sense is among my favourites of all celebrities. She presents herself in a chic, modern and streety-style influenced way with hints of trends here and there. She loves a good blazer, loafers and a nice pair of sunglasses. She has become a trendsetter in the Fashion world by creating outfits which symbolise her wealth but also timelessness due to the simplicity but quality look of her outfits. Most items she wears have dupes which can be found on the high street in places like Mango, COS or H&M. Some of her nail designs as well including strawberry nails and chrome pioneered a wave of recreations on the internet.
Rhode
Rhode is, as of May 28, a billion-dollar brand thanks to the acquisition by E.L.F Beauty. The deal made Hailey Bieber strategic adviser for both E.L.F and Rhode and she remains the chief creative officer of Rhode. This deal came as an unexpected turn for the brand as it only has 10 products and is 3 years old. Many were disappointed that the model would sell her brand and hand over leadership, but the deal proved to be a smart business move on her part. This handover will ensure Rhode has more international accessibility, aligning with their most recent Sephora partnership.
The brand has consistently aligned with emerging trends and by doing so, it secures itself long-term success. Something that is ever so present in the beauty industry today, is the “clean girl” aesthetic. The clean girl has perfect skin, rosy cheeks and an unlimited bank account. Rhode presents itself as a beauty enhancer by creating products which protect the skin’s natural barrier, hydrate and replenish. Their makeup products are infused with peptides, allowing for skin benefits even while wearing makeup. Hailey Bieber herself is a representation of the “clean girl”, it has been noted in recent red carpets that up close takes of her skin are irreproachable. Her perfect canvas allows her makeup to go on seamlessly, making the consumer believe they will achieve similar skin and makeup results by using her products.
Marketing
Marketing has become a primordial point of strategy for any brand. Marketing represents branding which is a way to differentiate yourself from everyone else. I am a huge fan of Rhode’s marketing. The brand focuses on clean and catchy visuals, something that aligns with its products perfectly. Hailey Bieber herself is present in a lot of shoots and advertising which gives authenticity to the brand. She often creates get-ready-with-me videos on social media doing a full routine using her products. A key element of Rhode’s marketing which has been noted by many, is their use of food. They often present their lip products with sweet and pretty treats, reminding us of beauty, indulgence and happiness. Allowing ourselves to buy a Rhode product is now assimilated with a reward. There is a huge sense of aesthetics with food association as well, Rhode often matches their shades and product finishes to foods with lip peptides and raspberries or the glazing milk with glazed doughnuts. Food has become a huge trend in marketing due to the financial advantages. Indulging in a Rhode product, whose average price point is about $30-$40, becomes a less impactful purchase when assimilated with a food such as a croissant or cookie, due to its lower price. The psychology of Rhode’s marketing is quite impressive and helps us understand why it has become so successful compared to other celebrity brands.