How Hailey Bieber Built A Cult Following for Rhode Skin

Hailey Bieber's beauty brand, Rhode, can't escape controversy and their customers still stuck beside them. But...why?

With the launch of Rhode in June 2022, Hailey Bieber ventured into the beauty industry with a clear vision: to offer clean, natural ingredients and a minimalist approach to beauty routines. Rhode wasn't just about skincare; it aimed to sell a lifestyle, a world where simplicity meets playfulness, targeting a diverse audience aged 18 to 34 with an international reach.

The community behind the brand

Rhode's Target Audience

Hailey Bieber's existing fan base provided Rhode with a privileged start. This audience, already loyal to Hailey, extended their trust to her brand. Rhode's core demographic, young adults seeking inclusivity and affordability, found resonance in Hailey's vision. The brand isn't just about products; it was about belonging to a community: the "world of Rhode."

Brand Positioning

Rhode's Head of Brand, Lauren Ratner explains "We created this brand that it is minimalist and disciplined, but it's also like there is freedom in it and there is like a playful, youthfulness to it that allows us to bring in color and do really exciting things. "

Ingredients and packaging were at the forefront of Hailey's mind when building Rhode. The aesthetic packaging was an initial appeal to customers. As a visual selling feature, package design is an important part of the marketing strategy because with a package not designed for customers will not lead to sales. Rhode capitalized on the minimalist and clean girl aesthetic to develop this very trendy packaging that aligns with the brand's customers.

During the development stage, the Rhode team manages to get samples out to influencers and use for testing to get feedback. This further helps them launch the right product to sells and also get additional exposure from these creators and testers of the product. Customers begin apart of your product development journey can give them an emotional connection with the brand.

The communication methods

Marketing Channels

Rhode's shopping experience for customers ping pong between their e-commerce website and their occasional pop-up experiences.

+Influencer Marketing & Events
+Social Media
+E-Mail Marketing
+Pop-Up Experiences
+Press & Media
+Collaborations

Marketing Pillars

+Skincare Education
+Lifestyle
+User Generated Content
+Behind The Scenes

Building a Community:
Rhode's marketing efforts didn't just sell products; they sold a lifestyle. By positioning the brand as minimal yet playful, Rhode created a sense of identity and belonging for its customers. Events like the Coachella Photo Booth and collaborations with brands like Krispy Kreme further solidified this sense of community.

Overcoming Controversy:
Despite facing challenges like copyright infringement lawsuits and negative reviews, Rhode retained its loyal following. Customers remained committed to the brand, not just because of its products but because of the emotional connection they felt—a connection cultivated through effective marketing and brand positioning.

Success Formula:
Rhode's success can be attributed to its clear branding, understanding of its audience, innovative product development, and comprehensive marketing strategy. By selling not just skincare but an entire lifestyle, Rhode built a cult following that transcended the challenges it faced.

Takeaway:
For aspiring brands, Rhode's journey serves as a blueprint for success. By prioritizing authenticity, community-building, and a deep understanding of their audience, brands can create lasting connections that go beyond products, resonating with customers on a personal level.

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