Why is Rhode the new rogue?

Hailey Bieber is a multifaceted woman—a supermodel, influencer, and successful entrepreneur—who has effortlessly shifted from dominating runways and social media feeds to developing one of the most talked-about beauty companies, Rhode. Hailey's influence in the fashion and beauty sectors is evident, but her transformation into an entrepreneur has increased her effect significantly.

Hailey has not only established an impeccable track record in the beauty industry, but she has also created a brand that represents her own values of honesty, simplicity, and sincerity. Hailey has positioned Rhode as a game changer in the cosmetics industry by teaming with marketing guru Lauren Rothberg, who has worked with prominent companies including as Michael Kors and Reformation. They've collaborated to develop a brand that values innovation and challenges conventional beauty ideals.

Rhode's most recent move, manufacturing colour cosmetics, solidifies Hailey's position as a risk-taking creative businesswoman. Rhode's meticulous approach to branding and marketing, along with Rothberg's strategic vision, has made her a revolutionary force in the cosmetics industry.It’s not just the clean formulas or ethical ingredients that make Rhode a standout—it’s the brand’s ability to go “rogue” in its approach to marketing, branding, and product expansion.

Let's look at the cutting-edge PR and marketing methods that drove Rhode's success, as well as how the brand continues to push the limits.

A Thoughtful Transition: From Grey to Colour.

Rhode's inaugural skincare product debuted in clean, simple grey packaging. The "boring" grey, as some would have identified as it, was far from dull for Rhode—it was intentional. The minimalist packaging enabled the attention to be on what was truly important: the product itself. This simplicity conveyed Rhode's fundamental values of honesty, authenticity, and excellence, reflecting the originality and purpose of each product.

However, when Rhode sought to expand, a change happened. The introduction of colour cosmetics to the Rhode collection was more than simply makeup; it was an expansion of the brand's lively, inventive character. Hailey emphasised the importance of pleasure and expression in beauty when she introduced colour to the collection.

"I think that skincare and beauty should be fun, and these tints are meant to be playful," Hailey said in an interview. This careful branding approach—the shift from clean, grey simplicity to exuberant brightness of color—enabled Rhode to break free from the boundaries of the skincare sector and boldly enter the realm of beauty.

Hailey and Rothberg used hues to represent the emotional component of beauty: the delight of self-expression. The move into colour was more than simply a new product introduction; it was also an invitation for customers to perceive beauty as vivid, engaging, and personalised. In a skincare market dominated by scientific claims and sterile presentation, Rhode ventured to bring back the delight of playful beauty—and it paid off.

Strategic Influencer Marketing: Authenticity vs. Figures

Rhode's success has not come from traditional advertising, but from influencer marketing with a twist. Instead of relying on massive influencers and sophisticated advertising, Rhode has embraced authenticity, collaborating with a carefully curated set of influencers that exemplify the brand's values.

Influencers such as Emma Chamberlain, known for her unvarnished and approachable character, were given personalised PR packages using Rhode's new lip tints. Instead of rehearsed postings, Emma used Instagram stories to show her natural delight, bringing organic attention to the launch. The marketing focused on generating meaningful moments, which connected with Rhode's expanding fans.

According to Statista, influencer marketing has evolved, with micro-influencers driving 60% of engagement contrary to macro-influencers. Rhode's strategy of selecting personalities with large followings enabled the brand to build trust with its audience while keeping the conversation around Rhode authentic rather than contrived.

The Effectiveness of Social Media Campaigns and User-Generated Content

Rhode's smart public relations campaign went beyond influencer marketing. It expanded into the realm of user-generated content (UGC). Rhode invited consumers to share their lip tint looks with the hashtag #RhodeGlow, which rapidly turned into a viral community of beauty enthusiasts exhibiting their glowing appearances.

The #RhodeGlow campaign was more than a social media gimmick; it was about making the client feel valued. Rhode's official sites have regularly featured user-generated material, providing average customers a voice and demonstrating that beauty is available to all.

Limited-edition drops: the art of scarcity.

Rhode used another unconventional strategy, utilising scarcity marketing, a practice more often associated with streetwear firms than beauty. The limited-edition distribution of Rhode's colour tints, which sold out in hours, produced an air of urgency and exclusivity.

Scarcity marketing capitalises on the fear of missing out (FOMO), and according to Harvard Business Review, this strategy increases demand and consumer loyalty. Rhode's limited product drops create the impression that these goods are more than just beauty essentials; they are coveted, collectible items.

Transparency and Ethical Beauty

Even as Rhode expands its portfolio with whimsical, colourful items, the company's core value remains based on clean, ethically produced ingredients. Hailey and Rothberg have been outspoken about their dedication to sustainability and forthright formulations. Rhode's tints are no exception—the clean, non-toxic ingredients demonstrate that having fun does not have to come at the expense of safety or responsibility.

According to a NielsenIQ poll, 73% of worldwide consumers are willing to modify their habits in order to decrease their environmental impact. Rhode's commitment to sustainability appeals directly to this demographic, establishing it as a brand that is environmentally conscientious while still providing high-quality, innovative goods.

Press and Paid Media Partnerships: Strategic Collaborations

Rhode's colour tints were featured in leading beauty publications like as Vogue and Allure, thanks to not only Hailey's influence, but also to Lauren Rothberg's smart branding and marketing skills. Rothberg's experience working with high-fashion companies such as Michael Kors prepared her to construct a story around the brand's move into colour cosmetics.

Conclusion: Rhode's Rogue Rises to the Top

Hailey Bieber and Lauren Rothberg have established something unique in today's cosmetics industry: Rhode, a brand that defies convention while maintaining its personality. Rhode has demonstrated that beauty can be both joyful and deliberate, shifting from clean, minimalist skincare to the vibrant arena of colour cosmetics.

Rhode's marketing approach, which is based on authenticity, community-driven content, and a strong focus on sustainability, has helped them stand out in a crowded field. The attention to detail, from grey packaging to colourful colours, indicates a company that understands how to strike a balance between simplicity and assertiveness.

As Rhode expands into cosmetics, it's readily apparent the brand's unconventional approach isn't simply a passing trend. It's the future of beauty, in which honesty, creativity, and joy come together to reinvent what it means to be beautiful.