Hailey Bieber's skincare line, Rhode, has soared in popularity, largely due to her effective use of social media marketing. Before launching Rhode in 2022, Bieber cultivated an online persona centered around minimalistic beauty routines and 'glazed-donut skin', generating excitement and anticipation for her products. The brand embodies a clean, uncomplicated aesthetic that resonates with consumers overwhelmed by complex skincare routines. Rather than traditional advertising, Bieber's personal touch in content creation, like tutorials and casual videos, has forged an authentic connection with her audience, making them feel connected to Rhode as part of her lifestyle.
Hailey Bieber's strategic skincare routine sharing and social media presence built anticipation for Rhode, creating a natural extension of her lifestyle rather than just a beauty brand.
Rhode thrived by epitomizing the minimalist clean girl aesthetic and emphasizing uncomplicated, results-driven skincare, appealing to consumers tired of extensive routines.
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