The Ask:
Identify and solve a business problem for a client. Develop a strategic approach and campaign to solve for the problem you've identified.
The Brand
Rhode is the viral skin care brand founded by Hailey Beiber promoting values of Simplicity, Affordability, Authenticity, Quality, and Transparency.
The Audience
Gen Z and milennial women make up 53% of the buying power in the beauty industry and 81% of rhode’s audience. Gen Z is quickly becoming the leading group; in the last year, their demand for beauty products has grown by 20%.
Gen Z pilots the trends we see online
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They create the beauty trends that milennials spend the most on each year. Their taste dictates how the money is spent.
Gen Z sees through bloated influencer marketing
- Smaller creators are celebrated in the beauty space because of their authenticity and genuine approach to product reviews.
They get informed before they commit
- Gen Z prioritizes seeking more affordable, equally effective products at drug stores and away from specialty places like Ulta Beauty and Sephora.
- They are conscious of a brand’s character, monitoring every move and amplifying the digital conversations around them.
When rhode says “clean,” people hear exclusive.
“They’re so perfect and polished, it’s more uncanny than reassuring.”
“Not everyone has perfect skin like Hailey so it is a little discouraging to buy from her.”
“It’s like you have to actually be a clean girl before you can even go for the aesthetic, and sometimes I’m not that.”
“They’re so perfect and polished, it’s more uncanny than reassuring.”
“Not everyone has perfect skin like Hailey so it is a little discouraging to buy from her.”
“It’s like you have to actually be a clean girl before you can even go for the aesthetic, and sometimes I’m not that.”
Rhode promotes mindful skincare, but people don’t see it.
“I’m skeptical of their sustainability and ethical claims, I think corporate sustainability may be a front for other unethical business practices.”
“I’m skeptical of their sustainability and ethical claims, I think corporate sustainability may be a front for other unethical business practices.”
“Sustainable beauty is meant to last you a while but rhode is just as expensive as completely ethical brands but with less quantity.”
“Sustainable beauty is meant to last you a while but rhode is just as expensive as completely ethical brands but with less quantity.”