Select a product or product line from a company of your choice.
Conduct an analysis of its product strategy, including the following
components: core product, actual product, and augmented product.
Evaluate the product's life cycle stage, and provide an analysis of its
target market and market positioning .
RHODE PEPTIDE LIP TINT
Structure of the report
Company and product introduction
(Giới thiệu tổng quan để người đọc hiểu bài viết nói về ai và sản phẩm
nào)
● Overview of the company (Giới thiệu ngắn gọn về
công ty: tên, năm thành lập, lĩnh vực hoạt động, tầm
nhìn/sứ mệnh, vị trí trong ngành, Đối tượng khách
hàng mục tiêu, Những thành tựu / thị trường hiện tại)
Rhode is a skincare brand founded by Hailey Bieber in June 2022.
The brand name comes from her middle name, reflecting her
personal style and beauty philosophy. Since its launch, Rhode has
attracted major attention in the beauty community and quickly
established itself as a rising star in the industry.
https://www.elle.vn/tin-lam-dep/hailey-bieber-va-thuong-hieu-
rhode
Philosophy and Mission
Rhode aims to offer minimal yet effective skincare products,
focusing on improving and maintaining the skin’s barrier. Hailey
emphasizes that the brand's goal is to create “really good products”
for specific needs rather than over-diversifying. Rhode also focuses
on affordability, making high-quality skincare accessible to a wider
audience.
https://www.voguebusiness.com/beauty/hailey-bieber-beauty-
brand-rhode-plots-global-expansion
Key Products: At launch, Rhode introduced three core products:
- Peptide Glazing Fluid
- Barrier Restore Cream
●
- Peptide Lip Treatment
●
- Glazing Milk (newer release)
- Rhode Pocket Blush
●
https://www.seventeen.com/beauty/celeb-beauty/a40036033/
hailey-bieber-skincare-brand-rhode/
Success
- Shortly after launching, Rhode experienced significant success.
The Peptide Glazing Fluid had a waitlist of over 100,000
people, and products reportedly sold at 36 units per second
during restocks.
- Reaching nearly $200 million in annual revenue and
considering expanding or selling the brand at a valuation that
could exceed $1 billion in 2025.
Future Direction
Hailey Bieber and the Rhode team aim to build a long-lasting legacy
brand, much like Estée Lauder or Fenty Beauty. They focus on
maintaining consistent product quality and actively listen to
customer feedback to improve and evolve.
Target Market
1. Demographic Segmentation
● Age: 18–35 years old
Rhode primarily targets late Gen Z and early Millennial consumers. This
age group is highly active on digital platforms and often sets or follows
beauty trends. They are drawn to minimalist aesthetics, celebrity-led
brands, and products that align with self-care and daily wellness routines.
● Gender and Race: Predominantly female; inclusive of all racial
backgrounds
While the brand leans toward a female customer base, it maintains
inclusivity by marketing its products as suitable for all skin tones and
racial backgrounds. The universal shade range and emphasis on natural,
"your-lips-but-better" tints support this inclusive strategy.
● Income: Middle-income earners, averaging around $40,000 per year
The product is positioned as an "affordable luxury," ideal for young
professionals and students who aspire to purchase premium products
without entering high-end luxury price brackets. These consumers are
value-conscious and appreciate multifunctional beauty items that
combine aesthetics with skincare benefits.
2. Geographic Segmentation
● Market Presence:
Initially focused on the United States, Rhode has expanded into several
key international markets, including the United Kingdom, Canada,
France, Germany, Spain, Italy, and Ireland. These regions are known for
their active beauty consumer bases and openness to Western beauty
trends, especially those popularized via social media.
● Urban-Centric Focus:
Rhode’s primary audience resides in urban and suburban areas where
digital connectivity is high and online shopping is well-integrated into
daily life. Urban dwellers are more likely to be exposed to influencer
marketing, TikTok trends, and social shopping experiences, all of which
play central roles in Rhode’s marketing strategy.
● Global Appeal with Western Core:
Despite growing interest from Asia and other global markets, the brand's
core remains in Western cultures where "clean girl" aesthetics and
minimalist beauty dominate. Future geographic expansion is likely to
include Southeast Asia and the Middle East, where demand for Western
celebrity-backed brands is rising.
3. Psychographic Segmentation
● Social Media Natives:
The target audience consists of individuals highly influenced by digital
culture, particularly TikTok and Instagram. They engage with content
around "Get Ready With Me" (GRWM) routines, influencer
endorsements, and user-generated reviews. Authenticity and relatability
are valued more than traditional advertising.
● Health-Conscious and Eco-Aware:
Rhode’s emphasis on clean ingredients, cruelty-free formulations, and
recyclable packaging appeals to consumers who prioritize wellness,
transparency, and sustainability in their lifestyle choices. These buyers
actively seek out brands that reflect their values and often make
purchasing decisions based on environmental and ethical considerations.
● Aesthetic and Trend-Oriented Consumers:
This group cares deeply about visual presentation—not only of
themselves but also of the products they buy. Packaging, branding, and
lifestyle fit are just as important as function. Rhode’s minimalist design
and Hailey Bieber’s signature “glazed” look strongly resonate with this
cohort.
● Lifestyle Integration:
The product is viewed not only as a beauty item but as a lifestyle
accessory. Consumers often coordinate lip tint shades with their outfits,
share aesthetic product shots on social media, and integrate the product
into self-care rituals. Rhode is seen as part of a broader personal brand
and identity expression.
4. Behavioral Segmentation
● Product Usage:
Customers use Rhode Peptide Lip Tint daily due to its dual function as
both a lip care product and a tinted cosmetic. Its sheer, buildable texture
allows it to serve multiple purposes—from a casual daytime look to an
enhanced evening finish—without requiring separate lipsticks or balms.
● Purchase Motivation:
Buyers are attracted to the lip tint for its skin-beneficial peptides, high-
shine glossy finish, and viral reputation. Limited-edition shades and
celebrity endorsements (particularly by Hailey Bieber) act as strong
purchase triggers. The desire to recreate her iconic "clean girl" look is a
significant driver.
● Buying Behavior and Loyalty:
The brand fosters a sense of urgency through frequent product restocks
and exclusive drops. Consumers often sign up for restock alerts, monitor
TikTok trends, and follow hashtags like #RhodeLipTint to stay updated.
Many exhibit high brand loyalty, repurchasing frequently and engaging
with the Rhode community online.
● Response to Scarcity:
The product’s tendency to sell out within minutes (as seen during
restocks) creates a sense of exclusivity and urgency. Behavioral traits
such as FOMO (Fear of Missing Out) and social validation drive
consumers to act quickly and share their purchases online.
● Digital-First Purchasing Habits:
Rhode sells exclusively via direct-to-consumer (DTC) channels, such as
its official website and TikTok Shop. This aligns with its audience’s
preference for seamless online shopping, mobile-friendly experiences,
and social commerce.
Conclusion
Rhode Peptide Lip Tint’s target market is highly defined: young, trend-
conscious, digitally active women who value aesthetics, authenticity, and hybrid
beauty solutions. Through carefully crafted demographic, geographic,
psychographic, and behavioral strategies, Rhode has cultivated a loyal
consumer base that aligns with modern values of self-expression, minimalism,
and health-driven beauty.
● Marketing Strategy of Rhode:
https://www.havstrategy.com/marketing-strategy-of-rhode-skin/?utm
● BrandVM:
https://www.brandvm.com/post/rhode-hailey-bieber-marketing
Brand Positioning
1. Core value that the brand delivers:
● High-quality, optimized skincare formulas: Rhode focuses on
essential products with effective ingredients, supporting a
minimalist yet effective skincare routine.
● Affordable pricing: Positioned between drugstore and luxury
brands – allowing younger customers to experience “premium”
without overspending.
● Simple, convenient user experience: Compact, easy-to-use
products designed for daily use.
2. Differentiation from competitors (USP – Unique Selling Proposition):
● Strong celebrity branding from Hailey Bieber: She’s not just a
face of the brand – she’s the founder, deeply tied to the brand's
image and message.
● On-trend “skinmalism” approach: Rather than offering a huge
product range, Rhode emphasizes a curated, minimalist
selection for maximum impact.
● Unique aesthetic – minimalist yet luxurious design: Neutral-
toned packaging, clean and compact – highly appealing to Gen
Z and fans of Instagram-worthy products.
3. Emotional appeal or brand image:
● Luxury yet approachable: Not as expensive or exclusive as La
Mer, but still delivers a premium feel – luxury within reach.
● Minimalist, modern, aesthetically pleasing: Evokes a clean,
elegant, and “cool girl” vibe – much like Hailey Bieber herself.
● Youthful and trend-conscious: Deeply connected with TikTok,
Instagram, and modern beauty communities – visually aligned
with Gen Z preferences.
Summary of Rhode’s Brand Positioning:
Rhode offers minimalist yet high-quality skincare that
combines effective formulas, refined design, and the
relatable image of Hailey Bieber. The brand evokes a sense
of youthfulness, modernity, and trust – making it an ideal
choice for young consumers who love skincare that’s
simple, aesthetic, and still feels luxurious.
https://www.moodbyrae.com/post/hailey-bieber-s-rhode-and-
the-rise-of-lifestyle-marketing
https://www.ceotodaymagazine.com/2025/02/hailey-biebers-
rhode-to-success-how-she-built-a-skincare-empire/
https://screenshotthis.substack.com/p/the-rhode-map-of-
beauty-marketing
https://www.brandvm.com/post/rhode-hailey-bieber-marketing
