Rhode, Rhode, Rhode…feels like Hailey Biber’s skin care brand is everywhere. This can be a problem for other beauty brands as all attention shifts to the latest launches of Rhode new products. Of course the very first in mind is that behind the brand stand celebrity, it’s explain everything. But what we can learnt from the successful brand to use in strategy to get you piece of pie 🍰

But first, numbers…since Rhode was established in 2022, it has managed to be one of the few runaway successes:

• Rhode crossed the eight-figure sales threshold in just 11 days of selling, surpassing anything CEO Melanie Bender had ever seen.

• The brand's Peptide Glazing Fluid, a $29 gel serum, drew a 100,000-strong waitlist when it launched in June 2022. In past restocks, Rhode sold 36 units of the glazing fluid every second.

• As of October 2022, Rhode had a waitlist of over 1 million across its products.

• Nearly 50% of traffic to Rhode's US e-commerce site is international, even though the brand doesn't currently do any active marketing outside of the US

Rhode's numbers are staggering, but can the brand thrive without Hailey Bieber’s fan base? Maybe not. However, the team behind Rhode has masterfully crafted every detail of the brand. We've gathered the most interesting aesthetic elements and strategies that have helped Rhode grow its fan base even more.

ICONIC SHAPE

INVEST IN CUSTOM PACKGING

The first thing that makes Rhode special is their packaging. The unique diagonal cut on the cap has become an iconic feature. You can easily recognize Rhode just by the silhouette of their serum shape. It was a smart move not to create a completely new shape of packaging, but rather to just make a small change to the cap, which is the part of the bottle requiring the fewest technical modifications.

Next, let's focus on the paper packaging. The creative team has come up with a minimalist and elegant solution by designing an embossed silhouette of the bottles on top of the paper packaging. This gives it a minimal yet unique look. Rhode has continued to use this approach in their consistent brand identity.

@rhode

glaze, brc, lip treat ✨ find them all in the rhode kit. only at rhodeskin.com

MERCHANDISE THAT EVERYONE WANTS

THINK ABOUT VIRALITY AND BUILD IT INTO YOUR BRAND

It's hard to find someone in the beauty world who has yet to hear about Rhode's phone case. Unfortunately, this was a brilliant idea, and I regret not being the one who invented it 🥲 The phenomenon is evident: people don't need your product initially; they crave attention from their audience. They'll spend any money, within their means, to buy something that makes them feel special. Using a phone case for merchandise is particularly turning it into free ads.

@rhode

rhode sightings: you + your lip case 🎀📱

A cosmetic kit is another excellent idea for merchandise that attracts attention. If you make it fun, interesting, and scroll-stopping, you could win the race for users.

FABULOUS PR KITS

MAKE INFLUENCERS BE AMAZED

Newcomer brands heavily rely on influencers' first impressions. If you can leave them amazed, you've hit the mark! Their audience is likely to take notice and follow your brand. Investing in a unique packaging shape can turn unboxing into a captivating reel or TikTok video moment. While it sounds straightforward in theory, many brands falter by creating ordinary PR kits. Rhode, however, consistently impresses influencers with innovative offerings — creating Aha-moment for their audience.

@rhode

our full collection of edited essentials, now available in our sleek rhode grey box. the new rhode kit is available now only at rhodeskin.com ♡

The very first PR kits were in a greyish color and minimal style, creating the foundation for the brand's aesthetic. Each time Rhodes's creative team invents interesting shapes and boxes that you'd want to keep.

@rhode

rhode vanilla 4ever 🍰 officially back as a forever part of the rhode family 🫶 only at rhodeskin.com

FABULOUS PR KITS 2

TELL A STORY WITH EVERY LAUNCH

Every time Rhode launches a new product, they create a ton of additional associated stories around it. For example, with the launch of the Strawberry 🍓 Lipstick, they had a red Corvette, a big strawberry box, doughnuts with a strawberry taste — everything was red and strawberry-themed. They provide tools for influencers to play around with it and create their own content, such as using a strawberry sticker. The production cost of stickers is $1-$5 or even less in large quantities, but it gives the fan base a small element to play around with.

@rhode

last call for jumbo rhode strawberries 🍓 because you loved it so much, we’re bringing back a special run of 100 rhode strawberry boxes. av... See more

Another example is the Glaze Milk PR kit. Its concept is simple yet effective: the packaging resembles a traditional milk carton, effectively narrating the product's story. Additionally, they directed a photoshoot featuring Hailey in a central role submerged in a bath of milk.

@rhode

glazing milk delivery june 15th at 9am pst 🥛✨🫶🤍 @Julia Graef

HYPERBOLISATION

CREATE A WOW-EFFECT

A big trend now is using tiny or oversized elements in beauty or fashion products to create impressive ad campaigns. Our brains are intrigued by anything out of the normal. This approach has been around forever—using unexpected or distorted elements captures attention and leaves a lasting impression.

@rhode

a little BLUSH FOR a little FLUSH.

It's impossible to overlook the significance of advertising shots. Each product's color builds association with a particular flavour, as seen with the already iconic "Piggy Pink."

One additional small design trick is to slightly modify your logo for the new campaign. The logo remains similar in all instances but has different effects applied to it, creating an atmosphere of something new and upcoming.

POP-UPS ARE THE NEW BRICK & MORTAR

MAKE YOUR OFFLINE EXPERIENCE UNFORGETTABLE

Investing in short-term pop-up events can make you some serious cash if you do it recklessly. It's not a new thing, but it's still effective because people love to look good and hang out with others. These temporary events create a lot of buzz that lasts online. Bottom line — put your money into a cool idea first, and then watch it go viral!

@rhode

hi los angeles 🫶 the rhode booth is making stops and it’s coming to LA first. stop by tomorrow for a cute pic and a peptide lip tint 🎀 ✨wh... See more

Have you noticed? We intentionally avoid from featuring Hailey Bieber's photos to test if creativity and captivation stand on their own, without relying on a celebrity face. Without a strong team, who invent and implement all the ideas into life, an influencer's fan base could dissipate after just one product unpack.

INVEST IN PRODUCT, INVEST IN CREATIVITY — AND YOUR AUDIENCE WILL TURN INTO FAN BASE 💫

If you enjoy our monthly content, we’d love if you could share it with your friends or colleagues who might find it interesting. We’d be super grateful!

Cheers, Orchidea team 🤍