Lip Gloss Lifestyle

How did a phone case made to hold lip gloss become one of the most recognizable products on social media? Hailey Bieber’s company, Rhode, while technically a makeup and skincare brand, feels more like they are selling an entire lifestyle. I use a product from Rhode nearly every day. Whether it’s the lip gloss, blush, moisturizer, or under-eye patches, I recently came to the realization that I was drawn to the brand before even trying anything. Bieber has mastered the art of subtle marketing. 

Rhode, more so than any other new brand, constantly creates spot-on campaigns and celebrity partnerships. Rather than selecting random celebrities solely for the sake of visibility, Rhode regularly features individuals who are already culturally significant online and fit the brand's image in a way that doesn’t feel forced. From the campaigns featuring people like Aisha Potter and her husband, Justin Bieber, it is obvious that the brand has such a clear understanding of who is capturing the attention of younger audiences right now. Her content always seems to look perfectly minimalistic and effortless, which is what makes people constantly want to share it. 

I really think that this is what makes Rhode such a good example of modern PR. The brand is not solely concerned with selling its products, they are selling an identity that audiences genuinely want to connect with. A post from Rhode never feels like an interruption in my feed because it feels like it seamlessly blends into it. I think this strategy is a huge reason why the brand rose to fame so quickly, even earning a spot on TIME’s list of the most influential companies.

I think in many ways, Rhode represents how being emotionally connected and invested in a brand works better than just trying to get people to buy something. I also think Rhode’s success really shows where social media and advertising are headed in general. People are getting more skeptical about regular ads and the perfect influencer lifestyle, so brands now have to make audiences feel like they are discovering products naturally on their own.  Rhode knows how to make marketing feel less transactional and more personal. If nothing else, Rhode has certainly made me realize that I somehow need five different products to create my “effortless” appearance.