Hailey Bieber's Marketing Genius: How Rhode Became a Beauty Powerhouse

Hailey Bieber and her marketing team are nothing short of genius!

source: rhode

On June 15th, 2022, Hailey Bieber officially launched her brand, Rhode, and it quickly made waves in the beauty industry with its brilliant marketing strategies. With a massive Instagram following of over 53 million, Bieber has expertly leveraged her influence and personal fame to captivate and retain her target audience right from the start.

Rhode, named after Bieber's middle name, is centered around the concept of natural beauty. The brand's initial launch featured a serum, moisturizer, and lip balms, which were so popular that all Peptide Lip Treatment offerings sold out within three days, amassing a waitlist of 440,000 eager customers. Since then, Rhode has expanded its product line to include an essence, makeup, and more.

The secret behind Rhode's rapid success lies in its razor-sharp marketing strategy. From the beginning, the brand demonstrated a deep understanding of its target audience. A standout moment was when Bieber cleverly posed on Instagram with a Rhode phone case designed specifically for their lip tint. This subtle yet effective move created an instant buzz, sparking desire among consumers. The limited production of the lip tints and phone cases added to their exclusivity, enhancing the luxury appeal of the products. Every time someone who owned the case took a photo or mirror selfie, they inadvertently promoted the brand—an ingenious tactic that fueled demand and visibility.

source: bryant

But Rhode's marketing brilliance didn’t stop there. One of its most recent and notable campaigns involved a simple yet effective strategy at Coachella. Rhode set up a photo booth where festival-goers could snap pictures and receive free lip tints in return. The result? Massive lines, widespread visibility, and an explosion of word-of-mouth marketing. Building on this success, Rhode has launched a summer photo booth tour, setting up shop in multiple cities, including Palm Springs, Los Angeles, Miami, London, Ibiza, and Toronto. The concept is brilliant in its simplicity—everyone loves taking photos, and everyone loves receiving a free product. This strategy not only engages customers but also amplifies Rhode’s brand presence in a fun, memorable way.

source: rhode

In a crowded beauty market, Hailey Bieber’s Rhode has quickly distinguished itself as a brand to watch, thanks to its innovative and intelligent marketing tactics. Every move is calculated to maximize impact, making Rhode a prime example of modern marketing genius in the beauty industry.