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New Rhode Case or New Rhode Craze?! A Product Marketing Phenomenon

For the girls… Let’s Talk Social.

The new Rhode case has broken the internet with its second launch of different colored cases featuring a lip gloss on the back. This relatively new brand, with nearly 2 million followers, sold out during their first launch. Here’s why the Rhode craze just makes perfect sense…

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The Product

This niche item has been a hit among busy girlies who juggle too many things but still need their lip gloss on hand. What’s better than solving a problem and marketing both products when people take mirror selfies, make calls, text, or are simply out in public? Every girl loves a good gloss, but one that’s integrated with the phone you carry everywhere?! Even those who hate carrying purses now have a solution. It’s like no longer needing a wallet because your phone has a digital one.

Personal interjection: I was one of the first buyers when it launched, and the number of people who asked about it? I am a walking advertisement. What geniuz idea promotes itself better than a product that integrates so seamlessly into daily life?

The Demand

Hailey Bieber was very strategic with this launch. She’s been building her skincare brand since 2019, and Rhode’s skincare products have also become a sensation. After all, your face is your muse and what you show when you take a mirror selfie. When she soft-launched this case earlier in the year, no one had seen something like it before.

It solved a common problem—keeping your lip gloss handy for touch-ups and photos. The response was immediate and overwhelming. It’s a product that speaks directly to the modern woman’s needs, and that’s why it’s flying off the shelves.

The Influence

Rhode's social followers are made up of 58% Hailey Bieber fans, which is expected. However, the other 42% love the brand independently of Hailey. Hailey built this community by introducing influencers to the Rhode page in a unique way. Instead of typical promotional posts, these influencers post collaborative stories. This strategy is effective because stories are more likely to reach followers than getting lost in feeds. It’s a smart move that keeps the content fresh and engaging, reaching a wider audience without feeling like a hard sell.

The Marketing

Rhode’s marketing is refreshingly simple, akin to Jacquemus. The brand’s typography in lowercase letters gives it a luxurious yet approachable, affordable, and attainable feel. Simplicity screams luxury. Jacquemus is known for its bubbly purses and large products. Rhode, on the other hand, showcases its products in notable city locations as tiny items or features models smaller than the products themselves, giving a playful Polly Pocket vibe that appeals to the inner girl who loves makeup.

Additionally, like Jacquemus, the brand also began staging large physical products or props around the city, making them eye-catching and unique.

jacquemus

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This marketing tactic, known as guerrilla marketing, works by creating unexpected and memorable installations that catch people’s attention and serve as constant reminders of the product. It creates a sense of belonging and positions the product as something you can take everywhere. This strategy positions the case as a need rather than a want.

The Geniuz of the Strategy

Hailey Bieber and her team have masterfully used every tool in the social media marketing playbook to turn Rhode into a phenomenon. The product itself is innovative and solves a real problem, but the way it’s been marketed is what truly sets it apart. By leveraging influencer collaborations, focusing on storytelling rather than just selling, and maintaining a brand image that screams understated luxury, Rhode has positioned itself perfectly in the market.

Brand Impact

Rhode's innovation didn't just capture the attention of consumers; it also turned heads in the corporate world. The iconic design of the Rhode case has been cleverly utilized by other brands as an advertising opportunity. 

porsche

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For example, Porsche posted a playful April Fools’ ad featuring a Porsche key phone case, where their key fits perfectly into the Rhode case, merging fashion and functionality. Although it was just a joke, it was a reputable acknowledgment of the case’s incredible innovation and functionality.

Heinz also jumped on the bandwagon with a post showing a phone case that held a ketchup packet instead of a lip gloss. These creative nods from established brands underscore the Rhode case's impact and versatility, highlighting its role as a trendsetter in both fashion and marketing.

The Future

With this level of success, it’s exciting to think about what Rhode will do next. The brand has already shown it understands its audience and knows how to create products that not only meet their needs but also exceed their expectations. The Rhode case is just the beginning; we can expect more innovative products that combine practicality with style. 

The Rhode craze is a masterclass in strategic marketing, product integration, and community building. It’s more than just a trendy case with a lip gloss; it’s a phenomenon that’s captured the internet’s attention and shows no signs of slowing down. If you haven't joined the craze yet, what are you waiting for?

Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz