Glazing the Trail of Marketing Genius | Rhode Skin x Krispy Kreme

The sheer brilliance of Hailey’s Strawberry Glaze Lip Treatment launch

When it comes to marketing, Hailey Bieber has proven herself a queen at leveraging ingenious crossovers.

A clear example?

Let’s delve into how her skincare brand, rhode recently launched a limited-edition Strawberry Glaze Lip Treatment.

FYI: It’s currently out of stock, but you can join the waitlist. It’s set to be back for order on 9/12 at 9 a.m. PST.

Now, let’s get into why this launch is sheer brilliance.

After uploading a TikTok tutorial on how she achieves a glowy and blushed-fruit-inspired makeup look, the trend of ‘Strawberry Girl’ summer makeup began trending.

And, from the inception of Rhode’s launch, Hailey has been all about the “glazed donut” look — a dewy, frosted appearance that applies to both her glowing skin and shimmering manicure that spawned the TikTok #haileybiebernails trend.

The genius behind the Strawberry Lip Treatment launch lies in Hailey’s ability to seamlessly weave trends synonymous with her personal brand into the final product. It feels like a natural extension to the lip treatments she previously introduced.

But wait, this launch’s marketing gets even better.

To tie the metaphorical bow on this product rollout, Rhode collaborated with Krispy Kreme (the king of the glazed donut) on a limited-edition strawberry glazed flavor.

To tease the release, Hailey took to the streets of New York City sporting a bright red fit and riding around in a cherry Corvette.

The brand also showcased the lip treatment on a digital billboard in the city, and Hailey had a GMA appearance.

While many of these marketing initiatives may seem old school, the rhode team posted about these traditional campaign elements on Rhode’s socials, adding a contemporary twist.

As part of its go-to-market strategy, rhode held an influencer event and gifted the cutest strawberry-shaped PR boxes! The first 200 to order also received the custom strawberry gift kit.

In our eyes, rhode flawlessly executed this campaign.

What do you think about this launch? We’d love to hear your take!