Lessons from Rhode’s Peptide Lip Shape launch
One thing our girl Hailey knows how to do is create buzz on social media with her captivating campaigns and innovative products! From oversized blushes advertised to fit in our pockets, to the mouthwatering flavours of their sensory marketing peptide lip tints, we can all agree that Rhode dominated Social media in 2024.
With eye-catching content and strategic campaigns, the brand has cemented its status as the ultimate "IT girl" must-have brand in beauty and skincare, not only because their products look good on Instagram but also because their products actually work!
I mean, don’t get me wrong, we love that their products are aesthetically pleasing, but the beauty and skincare fusion truly sets them apart! Unlike most celebrity brands that focus solely on how good the products look rather than whether they work, Rhode has defied those odds and checked all the boxes since their inception in 2022.
Peptides are a key ingredient in many of Rhode's products, including the lip tint, pocket blush, and newly launched lip shapes. By blending beauty with skincare and a wealth of innovation, Rhode is a brand worth taking notes from. They continue to captivate us with their creativity with the release of each product, and from the look of things, they don't plan on stopping anytime soon!
A lip liner? No! A lip shape? Yes!
This January Rhode introduced their brand new Peptide Lip Shapes, in 11 stunning shades. A hybrid formula designed to contour and sculpt your lips for a fuller-looking pout, with a silicone smudger on one end to help blend the colour and create a soft-focus effect.
I'll get into the campaign launch shortly, but before I do let's talk about everything the Rhode team did pre-launch to make this drop a success.
Using Hailey as a tease: Hailey built anticipation for the Rhode launch months in advance, by constantly using unbranded products to sculpt her lips and spark curiosity. This strategy not only created excitement, but also served as an opportunity to gather early customer feedback. Fisayo Longe, the CEO of Kai Collective consistently leverages this strategy and it works every time! Don’t shy away from teasing your audience with what's to come before a product launch because early insights can help you refine and align it with what your customers want before the final release.
Partnering with beauty influencers to curate their shade range: last year, Rhode proved its commitment to inclusivity and responsiveness when beauty influencer Golloria called them out for the lack of diverse shades in their Pocket Blush collection. Rather than ignoring the criticism, they swiftly took action, returning to the drawing board and expanding their shade range to ensure better representation. That’s why it’s exciting to know that for their Peptide Lip Shapes, Rhode worked closely with beauty influencers Toni Bravo and Golloria to create a shade range that truly caters to everyone. And they didn’t just stop at one but they developed three shades specifically for women of color! In an industry where women of color are often overlooked, Rhode has set itself apart by not only listening and learning, but by taking real, impactful action, proving that they cherish every member of their community, and inclusivity is at the very core of everything they do.
Found their gap in the market: Rhode has carved out its own space in the beauty industry by seamlessly blending skincare into everyday beauty routines. Instead of just creating another lip liner, they identified a gap; a product that enhances the lips, while simultaneously providing skincare benefits. With their innovative approach, you’re not just applying a Peptide Lip Shape for the perfect pout but also nourishing and hydrating your lips. The hybrid formula infuses skin-smoothing peptides and fenugreek extract, working both instantly and over time to create visibly fuller, plumper lips. In a crowded market, Rhode has successfully filled the gap by marrying makeup and skincare. They have set themselves apart from traditional lip liners by offering the added benefit of lip contouring, hence why their product is called a lip-shape. This innovation proves that beauty products can be both functional and transformative.
Ugh let’s actually pause and give the Rhode team a round of applause because this is pure marketing genius!
I know you’ve heard this a million times, but the truth is there is always a gap waiting to be filled in a saturated market, and with the right unique selling point, your product might just be the one to do it!
Ready, set, move:
Now, let’s get into the campaign! I could go on and on but I'll describe it using one word - ICONIC! Inspired by the legendary Versace campaign shot by American fashion photographer Richard Avedon in the 90s which featured supermodels like Cindy Crawford, Nadja Auermann, Christy Turlington, Claudia Schiffer, and Stephanie Seymour - a lineup that defined an era of beauty and fashion.
Rhode mirrored this cultural moment by assembling a cast of top models Anyier Anei, Yoon Bae, Mahi Kabra, Hailey Bieber herself, and iconic Canadian pop star Tate McRae, enforcing Rhode as the 21st century brand redefining and disrupting beauty and skincare . This campaign isn't just about selling a product, it's about nostalgia, storytelling, cultural relevance, and brand identity. It positions Rhode as a brand that melds timelessness with modern beauty, proving that it’s not just a trend but a movement.
The Rhode team was also intentional about showcasing diverse skin tones, emphasizing the inclusivity and thoughtfulness behind their shade range. Honestly, a huge shout out to the Rhode team for this selection because it was clearly planned to perfection! The Rhode Peptide Lip Shape names are influenced by fitness moves (Lift, Press, Bend, Lunge, Twist, Balance, Lean and Stretch) which is reflective of how this product is a lifestyle product as opposed to just being a beauty product.
By aligning the names with the world of wellness and movement, Rhode has positioned the Lip Shape as a product that seamlessly fits into an active, and healthy routine. This thoughtfulness also extends into their shade range, with colours that span from a soft neutral pink to a deep cool tone designed to complement diverse lip tones.
What we can learn:
1. Watch and learn
One of Rhode’s key strategies is social listening. By having Hailey tease products pre-launch, the Rhode team can gather valuable feedback and insights to better understand their customers' needs. Even customer complaints can be the key to elevating your brand so instead of taking constructive criticism personally, use it as a tool for growth.
Always remember that your customers are the heart of your brand, and one of the best ways to build loyalty is by making them feel seen, heard, and included.
2. The market is never too saturated, find your angle!
Do not be afraid to be disruptive! Remember these are Peptide Lip Shapes and not the ordinary Lip liners we are all used to, and don’t you love the sound of that? I definitely do. The key is to do your research, identify the gap, and be innovative in your approach to tackling that problem. This is what will set you apart from your competitors. And don’t worry if not everyone gets it, your target audience will.
3. Make Each Launch Special
Don't you just love how Rhode creates an entire experience around the launch of each of their products? From carefully thought out campaigns to synchronised social media themes, Rhode makes sure every product has its own moment! Even as an established brand, Rhode continues to put in effort into every release, which is a smart way of keeping their audience engaged and their brand top of mind.
Their pre-launch teasers also build anticipation and create excitement, which is also a strategic way of boosting sales through pre-orders even before the official release. That being said, your campaigns don’t have to be as extravagant as Rhode’s. The key is to make your campaigns evoke an emotion (eg. The Peptide Lip Shape campaign evoked nostalgia), ensure it aligns with your brand, and is reflective of your customer's values.
Social Media and Marketing Strategist and
Creator Executive
