{"id":39501,"date":"2024-03-01T13:29:33","date_gmt":"2024-03-01T13:29:33","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=39501"},"modified":"2024-03-01T13:36:37","modified_gmt":"2024-03-01T13:36:37","slug":"rhode-a-source-of-inspiration-in-the-beauty-industry","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/rhode-a-source-of-inspiration-in-the-beauty-industry\/","title":{"rendered":"Rhode: a source of inspiration in the beauty industry"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-39501'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8\">\n.flex_column.av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">It is no surprise that Hailey Bieber\u2019s marketing team behind Rhode understood the assignment. This brand could be seen as a lead example for our agency to follow in order to understand the ins and outs of the beauty industry. Time and time again, ever since their launch in 2022, Hailey and her dedicated team have managed to WAW GenZ and make them fall in love with the brand, which is no easy task nowadays where authenticity and quality are expected rather than optional. But how does Rhode, out of all the celebrity backed beauty brands, continuously reach viral success? <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h4><b>Influencer marketing <\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Rhode managed to do what only a select few have been able to do; make influencers on TikTok excited about their <\/span><b>gifted<\/b><span style=\"font-weight: 400;\"> PR. Hailey and her team utilised TikTok as their main platform to communicate to their audience and made their PR packages interesting and unique, resulting in recipients wanting to post about their products. Consequently, they often have macro- but also nano- and micro-influencers on TikTok with great engagement levels, wanting to post about the brand on their social media. This move is genius considering that 91% of TikTok users in Europe agree that they have learned something new about make-up on TikTok and that globally, \u2153 of users turn to TikTok for discovery, consideration or post-purchase engagement making Rhode present in very important stages of the consumer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take the unfinished product samples that influencers and community members got in the mail a few weeks ago. By doing so, they made the community involved in the product innovation and brand development as well as receiving a considerable amount of UGC content. This move shows their audience that they are open to community insights and that they want to be inclusive.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another example would be the pineapple cleanser that was hidden within a bathbomb. This had not been previously done and resulted in a lot of social media presence.\u00a0<\/span><\/p>\n<h4><b>Differentiation strategy<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Brands that want to differentiate themselves in a saturated market such as the beauty industry, need to apply a differentiation strategy by clearly communicating the unique value that the brand brings to the consumers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a celebrity decides to launch a (beauty) brand, it often benefits from the immediate recognition, awareness and ambassadorship that their starpower provides but a lot of celebrity brands struggle to differentiate beyond this. Lack thereof has already proven in the past, for example Know Beauty launched by Vanessa Hudgens and Madison Beer, to have a difficult time surviving after the launch and ultimately fail.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hailey could be seen as a textbook example of how to differentiate successfully and stands on three pillars to do so. Firstly, she knew that advertising her products by using the clean, effective and affordable message, would not work. Therefore, she focussed on her star ingredient rather; peptides, that is present in every one of her products. Peptides stimulate the production of elastin, which makes the skin look and feel tighter and firmer. In addition, peptides also stimulate the production of collagen.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Secondly, Hailey worked together with Dr. Dhaval Bhanusali to have her skincare products\u2019 formulation scientifically backed. Lastly, they have a unique beauty philosophy, namely the clean girl aesthetic. This ideology drives forward everything the Rhode brand does.<\/span><\/p>\n<h4><b>Branding\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">When it comes to Rhode, you immediately think about one of two things (or maybe both); the clean girl aesthetic and glazed donut. These two terms have trended on TikTok more than we can count, and Rhode managed to utilise this platform as their main source of communication towards their target audience in order to reach them and forever linking these search terms to her brand. Hailey Bieber herself said that the objective of the brand was to make the skin look glazed and \u201cyummy\u201d. With the model and influencer as its founder, the brand gets associated with how Hailey looks and therefore the customer gets the impression that you receive a piece of her every time you buy a piece of her skincare brand, i.e. \u201ccool-\/ clean-girl\u201d.<\/span><\/p>\n<h4><b>Phone case: finding a <\/b><b>need<\/b><b> in the market<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The new \u2018Hailey Bieber Phone Case\u2019 has been everywhere. The founder herself started the buzz around this new gadget when she posted a mirrorselfie on her Instagram showcasing it. Although phone cases in itself are not revolutionary, by attaching her own lip treatment, she is solving her audience&#8217;s problem without them even realising they had the problem in the first place. The problem being that girls oftentimes only go out needing their phone and lip product (granted that you use Apple Pay or any variant), and feel the need to take a bag for only two items. With the case, you can easily access your lip treatment without rummaging through your bag and don\u2019t need to take a whole bag when going on a quick errand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From a marketing and branding perspective, this phone case is iconic due to the phone case <\/span><b>only<\/b><span style=\"font-weight: 400;\"> supporting the Rhode lip treatment and because it is a continuation of their \u201cit-\u201d\/\u201dclean-girl\u201d aesthetic.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-39505\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3-228x300.png\" alt=\"Rhode\" width=\"228\" height=\"300\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3-228x300.png 228w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3-784x1030.png 784w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3-768x1008.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3-537x705.png 537w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_3.png 786w\" sizes=\"(max-width: 228px) 100vw, 228px\" \/><\/p>\n<h4><b>Campaigns nostalgic feel\/ Food marketing<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Rhode isn\u2019t the first brand to experiment with food marketing and having products tasting\/ smelling like food. Back in the 90\u2019, Lipsmackers made flavoured lip balms that taste like candy and soda and the iconic 00\u2019 brand Too Faced was known for their eyeshadow pallet scented with chocolate, maple syrup,&#8230;<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-39507 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2-1030x725.png\" alt=\"\" width=\"483\" height=\"340\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2-1030x725.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2-300x211.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2-768x541.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2-705x496.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_2.png 1210w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It is safe to say that the way Rhode does food marketing is different from its competitors. The brand stays true to its core values by making their campaigns fresh and familiar what truly makes her stand out. Hailey is known for her glassy, clean girl skin and this is synonymous with her brand and campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we look at her glazed milk campaign, we feel this previously mentioned familiarity about her pose and the milk. This makes you immediately think about one of the most famous campaigns ever shot in the 90\u2019 featuring Kate Moss promoting milk creating a nostalgic feeling. <\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-39544 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-1030x470.png\" alt=\"\" width=\"839\" height=\"383\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-1030x470.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-300x137.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-768x350.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-1536x701.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-1500x684.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode-705x322.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode.png 1861w\" sizes=\"(max-width: 839px) 100vw, 839px\" \/><\/p>\n<h4><b>Heard and seen\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Rhode uses different strategies to ensure that they are seen and heard by their target audience. For one, they use SMS marketing. It causes the same relationship with their consumers as with email marketing but with a higher opening rate and they don\u2019t need to customise it as much.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Secondly, they use the platform<\/span><b> Klaviyo<\/b><span style=\"font-weight: 400;\"> for their email marketing so that they can customise the emails as they like, to test the emails and to further personalise.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also make use of event based marketing such as launch parties to showcast the new products available. These events help you engage the people who attend but it also creates a lot of content due to people posting about it on their social media. This creates brand awareness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lastly, Rhode co-branded with Erewhon to make the infamous \u2018Hailey Bieber smoothie\u2019 called the strawberry glazed smoothie. Extensively, it is about Hailey Bieber but indirectly, it is promoting the brand due to the referenced donut glaze look of her skincare in the name of the smoothie.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-39509 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4-1030x688.png\" alt=\"\" width=\"481\" height=\"321\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4-1030x688.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4-300x200.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4-768x513.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4-705x471.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Rhode_4.png 1206w\" sizes=\"(max-width: 481px) 100vw, 481px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Are you a beauty brand looking into the possibilities that TikTok has to offer?<br \/>\n<\/span><span style=\"font-weight: 400;\">Our Dotters are more than happy to strategize on an impactful action plan with you! <\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/rhode-a-source-of-inspiration-in-the-beauty-industry\/&amp;t=Rhode%3A%20a%20source%20of%20inspiration%20in%20the%20beauty%20industry\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Rhode%3A%20a%20source%20of%20inspiration%20in%20the%20beauty%20industry&amp;url=https:\/\/thedotsociety.be\/en\/?p=39501\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Frhode-a-source-of-inspiration-in-the-beauty-industry%2F&amp;description=Rhode%3A%20a%20source%20of%20inspiration%20in%20the%20beauty%20industry&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2024%2F03%2FRhode-ENG-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Rhode%3A%20a%20source%20of%20inspiration%20in%20the%20beauty%20industry&amp;url=https:\/\/thedotsociety.be\/en\/rhode-a-source-of-inspiration-in-the-beauty-industry\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Rhode%3A%20a%20source%20of%20inspiration%20in%20the%20beauty%20industry&#038;body=https:\/\/thedotsociety.be\/en\/rhode-a-source-of-inspiration-in-the-beauty-industry\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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