Influencer Marketing Strategy
Rhode's Influencer Marketing Strategy
Rhode Beauty, founded by Hailey Bieber in 2022, has rapidly gained popularity, particularly among Gen Z consumers. Hailey emphasizes that Rhode is built on values like simplicity, affordability, authenticity, quality, and transparency, which distinguish it from other celebrity beauty brands. Beyond skincare, Rhode integrates purpose-driven initiatives through the Rhodes Future Foundation, supporting organizations such as Black Mamas Matter Alliance, Inc. (BMMA), LIFT Family Goal Fund, and Accion Opportunity Fund. Hailey believes that when a brand serves a higher purpose, customers are more likely to engage and remain loyal.
Hailey’s personal involvement is a crucial factor in Rhode’s success. She frequently shares GRWM (Get Ready With Me) videos, naturally incorporating Rhode products into her daily routine, enhancing authenticity and relatability. Rhode leverages Hailey’s immense online presence—her 54.1 million Instagram followers and widely recognized “clean girl aesthetic” contribute significantly to brand credibility. Viral trends, such as "Hailey Bieber nails" and her Erewhon smoothie, have further reinforced Rhode’s influence. The Rhode "Lip Case" phone case, designed to fit the Peptide Lip Treatment, generated massive anticipation, selling out repeatedly.
Rhode’s influencer marketing strategy relies on product seeding and affiliate programs. By gifting products to influencers without requiring them to disclose sponsorships, Rhode ensures that content feels organic and resonates deeply with Gen Z and millennial audiences. The brand collaborates with influencers who align with its minimalist and effective skincare philosophy, driving significant engagement on TikTok and Instagram. Between 2023 and 2024, Rhode experienced a 45% increase in earned media value due to influencers and organic mentions. High-profile collaborations include supermodel Claudia Schiffer, Italian influencer Alexandra Saint Mleux, and Swedish influencer Matilda Djerf, all of whom have generated significant engagement for the brand.
Beyond social media, Rhode hosts pop-ups and events to strengthen its brand presence. At Coachella 2024, Rhode’s photobooth pop-up at the Revolve Festival encouraged user-generated content by offering attendees free Rhode lip tints. These activations have successfully extended Rhode’s reach across platforms.
Through a combination of authentic influencer partnerships, viral trends, and engaging events, Rhode has solidified its position in the beauty industry. By aligning its strategies with its core values and consumer preferences, the brand continues to thrive in a competitive market.
Sales:
Rhode’s strong marketing efforts, combined with Hailey Bieber’s influence, have resulted in rapid sales growth. Viral trends like the Rhode "Lip Case" generated significant demand, selling out repeatedly. The Erewhon smoothie collaboration also contributes to the brand’s visibility, selling around 40,000 units per month. With a continuously growing consumer base, Rhode’s strategic product launches and influencer partnerships have positioned it as a leading skincare brand.
Collaborations:
Rhode partners with influencers and celebrities who align with its target demographic and brand aesthetic. Key collaborations include supermodel Claudia Schiffer, Italian influencer Alexandra Saint Mleux, and Swedish influencer Matilda Djerf, all of whom have significantly boosted engagement and brand awareness. Rhode also works with micro and macro influencers in the skincare and beauty space, using product seeding and organic content strategies to maintain authenticity. Additionally, pop-ups and event activations, such as the Revolve Festival at Coachella 2024, have successfully increased brand exposure and consumer engagement.
Written By:
Heather Dinman