everyday rebekah

Campaign strategy, messaging, and ideation developed by me, leveraging AI for research and draft support

Client / Brand Overview

Rhode is a minimalist skincare brand founded by Hailey Bieber, built around the belief that effective skincare doesn’t need to be complicated. The brand focuses on science-backed formulations, thoughtful ingredients, and products designed to support happy, hydrated skin for everyday use.

Initially perceived as another celebrity-founded beauty brand, Rhode has since earned credibility through proven performance and strong consumer reception, with hero products like Glazing Milk gaining cult-favorite status among beauty editors, creators, and consumers alike.

This success has helped reposition Rhode as a results-driven, performance-focused brand, respected for its formulations rather than its founder alone. Rhode’s tightly curated product lineup, selective PR approach, and emphasis on routine-based skincare have contributed to its growing desirability and trust within the beauty space, making it especially relevant for seasonal campaigns like winter hydration.

Campaign Goal

Position Rhode’s winter product lineup — including the Caffeine Reset Face Mask, Glazing Eye Patches, and Peptide Lip Boost — as key moments to showcase the brand’s proven, results-driven formulations and commitment to happy, hydrated skin. The campaign reinforces Rhode’s reputation as a credible, performance-focused celebrity brand while driving seasonal relevance across beauty, lifestyle, and culture media.

Campaign Objectives & KPIs:

• Secure 7-10 earned media placements across top-tier beauty, lifestyle, and women-focused outlets (e.g., Allure, Vogue Beauty, Refinery29, Byrdie), with priority consideration for inclusion in seasonal “Best of Beauty” and winter skincare roundups.

• Engage 30–40 highly curated beauty and lifestyle creators over a 4–6 week winter launch window through selective PR packages and intimate campaign experiences. Packages are designed to highlight the hydration and revitalizing benefits of winter skincare, sparking organic, aspirational content and amplifying earned media placements. This approach positions Rhode products as coveted, results-driven winter essentials while encouraging ongoing usage beyond the season.

• Support earned coverage with select, credibility-driven paid placements in trusted women-focused beauty publications to extend reach, reinforce efficacy messaging, and sustain visibility throughout the winter skincare season.

Target Audience

Core Rhode & Trend-Savvy Skincare Enthusiasts

Who:

• Gen Z and younger millennial women (~18–35), digitally native, beauty-savvy
• Includes:
  • Loyal Rhode users who already trust the brand
  • First-time, skeptical users who want proof before trying
  • Trend-focused skincare enthusiasts who follow social trends and product buzz

Behavior:

• Seek products that are effective, credible, and shareable
• Follow influencers and creators who genuinely love and use products (favorites, empties, authentic reviews)
• Consume beauty content across Instagram, TikTok, and YouTube to research before buying

Motivation:

• Desire hydration, visible glow, and the glazed skin effect
• Look for authentic endorsements and real results, avoiding overhyped marketing
• Want to feel confident that products deliver on claims and are worth investing in

Why Target:

• These users drive earned media, organic social buzz, and peer-to-peer influence
• Engaging skeptics expands Rhode’s reach beyond existing fans
• Trend-driven enthusiasts amplify visibility, helping the brand remain culturally relevant
• Targeting all three segments ensures brand credibility, adoption, and ongoing seasonal relevance

Key Messaging

From Want to Winter Need
Rhode evolves from an aspirational skincare brand into a seasonal essential, addressing winter dryness, dullness, and barrier stress.

Proven, Results-Driven Hydration
Minimal routines powered by science-backed formulations deliver visible hydration and skin revitalization during colder months.

Coveted Yet Credible
Rhode balances performance with cultural relevance, maintaining its status as a highly sought-after brand trusted by editors, creators, and consumers.

Media Targets

Top-Tier Beauty Publications

• Allure, Vogue Beauty, Byrdie, Refinery29
• Target: winter skincare features, “Best of Winter” coverage
• Purpose: validate product efficacy and trend relevance

Women’s Lifestyle & Fashion Media

• Cosmopolitan, Who What Wear, Women’s Wear Daily (WWD)
• Target: trend-savvy, culturally aware audiences
• Purpose: reinforce brand credibility and aspirational positioning

Influencers & “It Girl” Creators

• 30–40 curated creators (AquiredStyle & Danielle Phelounge, Halley Kate, Ruby Lyn, Olivia Neil, Yesly, Julia Mervis)
• PR packages and winter-themed events to encourage organic sharing
• Purpose: amplify earned media and maintain exclusivity

Outreach Idea / Angles

From Want to Winter Need: Glazed Skin, Evolved

Rhode’s winter campaign reframes the brand from an aspirational “want” into a seasonal skincare necessity. As colder months intensify dryness, dullness, and barrier stress, Rhode evolves its signature glazed skin philosophy into a hydration-first routine designed to support winter-compromised skin.

Led by founder Hailey Bieber, the campaign highlights Rhode’s evolution into a trusted, results-driven skincare brand. Rather than introducing a new trend, the campaign positions glazed skin as a functional winter essential, reinforcing Rhode’s credibility when skin needs it most.

Mock Deck