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It is one thing to create a product but it takes a creative genius to create an innovative product. Rhode’s Lip Case is not just fashionable but also highly unique and probably first of a kind in the beauty industry. 

The Product

Anyone who has had to sit through a social event or a public outing with the misery of not being able to touch-up their lips simply because they forgot their favourite lipstick knows Hailey Bieber created a genius product.

Not only does Rhode’s lip case solve a problem but it is also stylish. The design fits the brand’s minimalist yet chic aesthetic that the founder herself is known to best ace. When people buy the Rhode lip case, they’re not buying a lip tint and a phone case but they’re buying a fashionable product to make a fashion statement.

The Marketing

The promotion for this product started with Hailey hinting at it on social media, starting a discussion among excited fans and beauty enthusiasts. Soon after, a Tiktok of her using the product herself to touch-up her lips during Super Bowl LVIII went viral. It spread across social media like wildfire.

This simple subtle promotion created massive anticipation among people waiting for her to announce when Rhode will be dropping the lip case so they can get their hands on the lip case themselves. 

To ensure that the anticipation and excitement does not die down, Rhode created a sense of urgency by announcing that the lip cases would be limited edition. Rhode also used the power of social media influencers to create a buzz around products making the already sensational lip case more viral even before it was released to the general public. 

This buzz led to the phone case selling out minutes after its launch with people flooding the comment section of Rhode, requesting them to launch more phone cases that are compatible with other phone models.

Close to a year after its launch, Rhode has now released the lip case in multiple colours and the popularity of this beauty accessory does not seem to die down. (Despite complaints from many about the size and price of the lip case and the consistency of  the lip tint!) 

The market is also flooded with dupes of the lip case that are just as functional as the original while also being a lot cheaper.

Why then are people still preferring Rhode’s lip case?

Hailey Bieber as a Brand

Effortless luxury, clean girl energy and minimalist chicness when emulsified screams Hailey Bieber. 

She is a famous socialite, known for being a fashion icon. Most often when people buy Rhode’s products, they don’t simply buy them because they’re high-quality but because of the “Hailey effect”. She has flawless skin and her style is highly aspirational. She embodies a persona that many want to replicate. It is no surprise that consumers want to buy it because Hailey uses it. 

The branding is very clever as Rhode is not simply selling high-end beauty regime but also selling Hailey’s lifestyle. This is only possible when the founder herself has a strong brand and is smart enough to use it strategically. 

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