Manisha Mehta, Head of Global PR and Communications at Bynder, comments on Rhode Beauty’s marketing strategy and branding.
How Rhode Beauty creates hype using product teasers
“Hailey Bieber, the founder of Rhode Beauty, has amassed a huge following of over 52 million fans and it seems they are invested in her journey with Rhode Beauty. From her viral lip gloss iPhone case to the new release of her Pocket Blush this week, she has mastered the art of product teasers.
The Rhode marketing team are experts in building anticipation as they promote the brand’s new and existing products on both Rhode Beauty’s social media channels and Hailey’s personal profile, creating a multi-faceted marketing approach and allowing her brand to reach a much wider audience.”
The importance of authenticity in marketing
“The key to the brand’s success lies in its authenticity, something consumers have become more in tune with in recent years. Since the launch of the brand, Hailey has seamlessly incorporated Rhode Beauty products into her everyday social content. This subtle marketing makes the product line feel genuine as fans see how the products fit into her everyday life, creating a feeling of connection between the fans and the brand.
In marketing today, especially within celebrity-founded brands, there needs to be an emphasis on authenticity between the celebrity and their product line. Fans and customers alike want to know that not only are you selling a product but also using and loving it too. Hailey has done this perfectly by becoming well known for her beauty regime including blush and glowy skin even before the release of her product.
How Hailey Bieber used personal branding to her advantage in her marketing strategy
“It is unlikely that Rhode Beauty would have had the same success without Hailey’s celebrity status, however, she has cleverly played on her personal brand to further fuel the hype of her beauty brand. She plays on fan speculation by strategically dropping hints of new products she has in the works. In the case of the Pocket Blush launch, fans noticed an increase in “selfies” over the past few months featuring a dewy glow on the model’s cheeks, leading to a growing intrigue amongst fans about a new product launch.”
What part has branding played in the popularity of Rhode Beauty?
“Another key element to the success of Rhodes is its branding. Hailey Bieber has become the go-to influencer for all things ‘clean girl’, a social media phenomenon that emphasises simplicity, minimalism and classic styles. She played into this with her branding by creating sleek, simplistic packaging and a subtle logo which is instantly recognisable without being ‘in your face’.
If we are to assume Hailey’s fan base makes up the majority of her customers, they are likely followers of her so-called ‘clean girl’ look and wish to emulate this by purchasing products they see Hailey using.
This combination of strategic marketing, branding and Hailey’s growing influence has proven to be a huge success for Rhode, and no doubt we will continue to see the same strategy continue as the brand continues to grow.”
Commenting on the importance of building a strong consumer brand, Manisha explains: “The Rhodes branding is so successful because it is consistent across channels, but also with Hailey’s personal branding which creates the feeling of authenticity. This is particularly important for celebrity brands, but is a great lesson for e-commerce brands in general.”
Consistent branding is so important because even one post that doesn’t sit correctly with the brands other content can feel disingenuous, leaving customers to feel less connected to your product. Bynder’s brand guidelines module can help to strengthen customer loyalty by creating a digital home for your brand identity, ensuring every piece of content stays on-brand when communicating your brand’s story.”
