Rhode Beauty
Listening Blog Post: Rhode Beauty
Why I Chose This Brand?
When I was looking for a brand to study, I couldn’t look past Rhode Beauty. It is everywhere on social media right now. As a student, I am interested in how Hailey Bieber turned her fame into a massive business. Most celebrity brands are just a "flash in the pan"—they get famous for a minute and then disappear. But Rhode has managed to stay popular and grow into a giant in the beauty world. I wanted to see how they keep people excited without just relying on Hailey’s name.
Background
Rhode Beauty is a skincare and makeup company started by Hailey Bieber. They focus on "glazed" skin—that super-hydrated, glowing look. Their goal is simple: to sell high-quality, effective skincare products that feel like a treat but don't cost a fortune. They don't try to save the world or make huge, loud statements. Instead, they focus on being the "cool" brand that everyone wants to have in their bathroom cabinet.
What Are People Saying?
Is the Marketing Working?
Rhode has millions of followers. They are doing a great job because their posts don't feel like commercials. They are short, fun, and feel very real.
What they do well:
Hailey is the face of the brand: She does her own videos where she puts on the products. It feels like you’re just hanging out with her, which makes people trust her more.
They don't just pay for ads: They give products to people who like to post about beauty. This makes it look like the products are "cool" because normal people are using them, not just because they were paid to say nice things.
The Main Problem: Rhode has a tough balancing act. They need to sell a lot to make money, but if they sell to everyone, they stop feeling "exclusive" and "cool." If their products become too easy to find in every store, they might lose the special status they have right now.
How Would I Run Things?
If I were the person in charge of their social media, I would agree with their choice to stay "cool" and not fight with commenters. However, I would change two things:
Be more open: When people get mad about things selling out, I would show them behind-the-scenes videos of the warehouse or the team working hard to get more stock. Showing how hard it is to make the product would turn customer anger into understanding.
Let fans join in: I would start a "community vote" for new colors or scents. If fans feel like they helped choose a product, they are much more likely to buy it.
What I Learned
This assignment taught me that marketing isn't just about ads. It's about how a brand makes you feel. Rhode doesn't just sell skin cream; they sell a lifestyle. I learned that listening to what people say—both the good and the bad—is the best way to figure out how to keep a brand growing. Rhode is great at making their customers feel like part of a club, and that is a very powerful way to sell anything.
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