FETCH
COLLECTIVE

Rhode, Hailey Bieber’s skincare and makeup brand, recently released a new line of lip liners. The new campaign features singer and dancer Tate McRae as the face of a workout-inspired photoshoot. The models and Hailey Bieber posed with weights, doing elaborate stunts and moves alongside a large lip liner prop. The shoot left many viewers wondering what product Bieber was advertising. In reality, Bieber is advertising the lifestyle – not the product. In today's world, the “clean girl” with the “perfect body” who goes to pilates classes wearing Rhode is the ideal aesthetic and lifestyle. 

 

After teasing the lip liners for almost a year, Rhode released their "peptide lip shape" line in 11 neutral tones. The day before the drop, Rhode posted a TikTok captioned “mood” with pictures of weights, women doing yoga, and Rhode products snuck in throughout. Many viewers assumed Rhode was transitioning to a lifestyle brand, even collaborating with a workout brand like Alo Yoga or Sporty & Rich. However, the TikTok video was actually teasing the campaign photos and lip liners with names such as “balance,” “stretch,” and “lunge,” all advertising an aspirational lifestyle. 

 

In addition to the workout vibe, Bieber referenced an old Versace campaign from the 1990s. The Versace campaign featured iconic models like Claudia Schiffer and Cindy Crawford, while Rhode’s version featured founder Hailey Bieber, popstar Tate McRae, and up-and-coming models Yoon Young Bae, Anyier Anei, and Mahi Kabra. With the absence of products from the photoshoot, these models were front and center. Despite the lack of products, this photo created excitement around the brand due to the vintage references and models featured.   
 

More and more labels have been participating in celebrity branding. One of the most popular examples is Skims by Kim Kardashian, whose various campaigns feature celebrities such as Sabrina Carpenter, Charli XCX, and Lana Del Rey. Pairing high-profile celebrities with active fan bases increases buzz around the brand and enhances credibility. 

 

With so much emphasis on social media, brand owners often find themselves bringing attention to their products by simply sending a PR package to a well-known influencer. Rhode seems to have mastered social media marketing, with so many of their previous products going viral. From the Rhode phone case, to the Glazing Milk, we just can’t get away from the popularity of Rhode, and their unique marketing strategies create excitement for what’s to come.