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 and selective PR approach have helped build trust within the beauty space. This makes the brand especially relevant for seasonal campaigns like winter hydration.
Campaign Purpose
Position Rhode’s new 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 formulations and a 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
Drive awareness and excitement around Rhode’s new winter product lineup, including the Caffeine Reset Face Mask, Glazing Eye Patches and Peptide Lip Boost, by securing 7–10 earned media placements in top-tier beauty, lifestyle, and women-focused outlets and engaging 30–40 highly curated beauty and lifestyle creators during the winter launch window.
Strategy
Position Rhode’s new winter skincare launches as essential solutions for hydration and revitalization during colder months. The campaign highlights Rhode’s proven formulations and commitment to “happy, hydrated skin.” Coverage from trusted beauty media and authentic creator advocacy will reinforce the brand’s reputation as a performance-focused celebrity beauty brand.
Tactics
Pre-Launch
Seed “first-look” product packages with curated beauty and lifestyle creators
Send early-access PR packages featuring Rhode’s new winter product launches to creators known for skincare routines and product reviews to generate anticipation and authentic first impressions ahead of the official launch.
- Sample Targets: 30–40 curated beauty and lifestyle creators
- Timing: Packages arrive 1–2 weeks before product launch to allow creators to test products and prepare content
- Content Focus: first impressions, winter skincare routines, and hydration-focused product integrations
KPIs:
- Engage 30–40 targeted creators
- Generate organic first-look content across social platforms
Secure early editorial coverage highlighting Rhode’s new winter skincare launches
Pitch editors on Rhode’s new product launches and position them within seasonal winter skincare coverage and trusted beauty recommendations.
- Sample Targets: Allure, Vogue Beauty, Refinery29, Byrdie
- Story Angles:
- new winter skincare launches
- hydration-focused skincare solutions
- celebrity beauty brands delivering results
- seasonal winter skincare roundups and product launches
- Timing: Pitch editors 3–4 weeks ahead of winter editorial coverage cycles
KPIs:
- Secure 7–10 earned media placements
- Achieve inclusion in seasonal winter skincare roundups
Launch
Host an intimate editor dinner in Los Angeles to introduce Rhode’s new winter product lineup in a relaxed but elevated environment.
Execution:
- Host dinner at a stylish LA restaurant aligned with Rhode’s clean, minimalist aesthetic
- Invite a curated group of beauty editors from top-tier outlets including Allure, Vogue Beauty, Refinery29, and Byrdie
- Founder Hailey Bieber to briefly speak about the inspiration behind Rhode’s new winter launches and the brand’s focus on hydration and barrier repair
Goal: Provide editors with an intimate introduction to the new products while encouraging editorial coverage and future brand relationships.
KPIs:
- Attendance from priority beauty editors
- Post-event editorial interest and product trial coverage
Host a winter-themed Rhode brand trip for select beauty creators to generate immersive content highlighting the benefits of Rhode’s new winter skincare lineup.
Execution:
- Invite a curated group of clean-girl/it-girl aesthetic creators to a winter-inspired destination experience
- Activities centered around self-care resets and hydration rituals
- Beauty technicians on-site to demonstrate and apply Rhode’s new winter products
- Branded winter-themed content moments (e.g., snowy weather, cozy self-care essentials in creators’ hotel rooms before arrival, and Rhode product photo moments)
Content Focus:
- winter skincare routines
- cold-weather hydration essentials
- GRWM and skincare reset content
KPIs:
- Social content generated across influencer platforms
- Increased awareness of Rhode’s new winter launches among beauty audiences
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
- Winter skin survival kit: the Rhode products editors never leave home without
- The glazed skin routine that works even in cold weather
- Winter skincare resets: how to repair dry, stressed skin
- Winter beauty cheat codes: the products editors swear by in cold weather
- The minimalist skincare routine keeping skin hydrated this winter
everyday rebekah 
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