Whether it's Strawberry Girl, Sugarplum Fairy, Latte, or Salty Tan, Hailey Bieber has continued to set the trend for the glowiest, freshest, It Girl makeup looks in recent history. Capitalizing on that, Rhode Skin launched their seriously sought after pocket blushes and we’ve been enjoying the rollout here at Beauty Brief HQ.
These blushes have created a buzz in the beauty industry even well before launch time, with Hailey Bieber teasing them for over a year now. Coming in six beautiful summer shades (as well as a seventh special shade available only at the NYC pop up store), the brand focused on developing a miniature blush that is perfect to use on the go.
It's small enough to fit in your pocket or bag and is generally adorable to carry around (and post on social media). The product is described as both creamy and pigmented, designed to “wake up the cheeks,” and obviously the formula contains Rhode’s favorite ingredient: peptides.
The shades:
Piggy: baby pink
Spicy Marg: bright coral
Freckle: neutral peach
Juice Box: hot pink
Sleepy Girl: soft mauve
Toasted Teddy: bronze terracotta
These blushes retail at $24 each on rhodeskin.com and are also available as a complete set for $130.
It shouldn’t come as a surprise that the marketing campaign effectively encapsulates the essence of the product with pun-filled props and a polly pocket-esque vibe highlighting the mini size of the blush. Rhode’s social media platforms have been filled with aesthetic stills and videos of the blush, adding a whimsical feel to their feeds.
Hailey has actively taken to social media to feature swatches makeup looks inspired by the line, creating a sense of community with her consumers, as she does for each launch. This has connected the audience closer to the brand and the products, quickly demolishing any skepticism individuals had relating to the blushes. The campaign has also showcased a variety of our favorite influencers using the blushes in a car, adding to the “on the go” theme.
The Rhode team has always found the most innovative ways to launch their products, and the pocket blush too is an ode to that. This launch has used an ideal combination of social media strategies, influencer activations, aesthetics, and exclusive surprises to connect with their consumers.
The Marketing strategy that makes it successful:
Building up to the launch and creating curiosity and hype for over a year
Mini packaging; making it cute and user-friendly
Playful and unique shade names
Content created by it-girls using the products
A surprise phone case and lip tint & sets launch
Word play-based aesthetic photoshoot of the blushes
Adding to the blush launch, Rhode recently completed 2 years in the industry and constructed a pocket-sized pop up store in NYC for the first time, allowing people to try all the products IRL.
Another pleasant addition was the launch of their limited edition summer colors phone cases and lip tints, which complimented the blush shades perfectly. The blushes and tints are available as bundles too- perfect for creating monochromatic looks! It has truly been an iconic month for Rhode.
Since its release, the product received nothing but rave reviews from users, with just minor critics about the packaging's color drifting from Rhode's consistently used color palette and the product's bulkiness.
Despite these few concerns, the blush has compelled its consumers, as proven by the rapid sell-out of most shades, indicating the overwhelming demand and excitement for Rhode's products.
Overall, in an over saturated market, Rhode manages to distinguish itself, treating its consumers with new and innovative launches that they cannot stop themselves from buying!
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