Online Monitoring Report For: Rhode Skin by Hailey Rhode Bieber

Monitoring Period: 9.11.23 - 9.26.23

Keywords and Phrases Used: Rhode Skin, Rhode Skincare, Hailey Bieber, Rhode Peptide

Mainstream Media Mentions:

● Vogue: Vogue posted the article “Hailey Bieber Tells Us About Rhode’s First Makeup
Launch” on Sept. 21. The piece covers reporter Margaux Anbouba’s Zoom interview with
Bieber. The article features a quote from Bieber for each of the four lip tint shades and
predicts a possible foundation release in the future.

● Forbes: Forbes posted the article “Hailey Bieber’s Breakthrough Beauty Brand Rhode
Expands With A New Category And New Market Entry” on Sept. 21. The piece covers
the September lip tint launch and some statistics highlighting the recent history of
Rhode. With positive sentiment and ‘girlboss’ undertones, this article paints Rhode as a
picture of success and a brand to watch, with a nod to the product release.

● Nylon: Nylon posted the article “Hailey Bieber is Launching an Espresso-Tinted Lip
Balm” on Sept. 21. The article features a lot of product shots and takes the time to
recognize Precious Lee as a model. This article builds anticipation for the drop, praising
the “cute” packaging of the product and speculating about Bieber’s next viral aesthetic
trend (will it be “raspberry girl fall” or “toast girl winter”?) and potential GRWM tiktoks to
come from Bieber.

● Refinery 29: Refinery 29 posted the article “An Honest Review of Rhode’s Lip Tint,
According To Our Beauty Editors” on Sept. 25. This article is multimedia heavy,
highlighting product shots, social media features and selfie spotlights for all four editors.
The editors praised the pigmentation, moisturizing capability, gloss factor and easy
application. Other notable comments include disappointment that the tints are unscented
and positive sentiment for the “perfect match” of shade Raspberry to the Mac Cosmetics
Lip Pencil in the shade Soar.

● Elle: Elle updated a running article that covers Rhode news titled “Rhode - The New Lip
Tints From Hailey Bieber’s Skincare Brand Are Finally Here” on Sept. 22. Updates from
Sept. 18 to Sept. 22 show product pictures, highlight ingredients and feature Rhode Skin
TikToks along with influencer TikToks from Matilda Djerf and The Kiki Glow. This article
paints the product launch as a must have - the ‘it’ girls are using it - and builds
anticipation for the launch.

Social Media Mentions:

 ● Product Price Comparison Tweet: On Sept. 13, X user Desi_Girl1983
(@Desiree_Nikoll) tweeted that Ayesha Curry’s Sweet July Skincare line was
overpriced, and praised Rhode for being “affordable.” The user has less than 200
followers, but it’s important for the client to know what brands Rhode is being compared
to and how the brand is stacking up.

● Rhode Quality Post: On Sept. 14, Instagram account The Stylatude (@the.stylatude)
posted a graphic carousel titled “What Made Rhode The Instant Sold-Out Sensation?”
The account has 1,460 followers. It’s important for the client to know that a beauty and
trend news account is celebrating Rhode for surpassing the stereotype of celebrity
skincare brands and making quality products.

● Rhode VS Rare Beauty Post: Another trend and beauty news account, POPxoBeauty
(@popxobeauty), posted a ‘this or that’ graphic on Sept. 12 that prompted users to
choose between Selena Gomez’s Rare Beauty and Rhode Skin. The account has 331k
followers. It’s important for the client to know that this is one of multiple posts following
the trend of bringing Selena and Hailey’s past involvement into a business context.

● Sensitive Skin Safe Post: French micro influencer Marie (@mae.it.glow) posted a
product shot of Rhode skincare products, touting them as her “safe skincare brand” and
praising the Barrier Restore Cream for being good for sensitive skin. The account has
4,247 followers. It’s important for the client to see how these micro influencers are
interpreting and positioning the brand on their own platforms. “Skin Safe” is desirable
and on-brand for Bieber.

● Four Dyes Tweet: Twitter user Taylor (@taylornicole_27) tweeted a screenshot of the
ingredient list from Rhode’s website for the Peptide Lip Tint in the shade Ribbon on
Sept. 21. The caption had negative sentiment, criticizing the brand for the “ridiculous”
use of four different dyes and lamenting the lack of availability for “clean products.” It’s
important for the client to see that not all users identify them as a clean and simple
brand.

Suggestions for Action and Communication

1. Create a fact sheet about Rhode’s ingredient sourcing. Good or bad, social media
users are talking about the ingredients in Rhode Skin products. It would benefit the
brand to bring transparency to the issue by highlighting their commitment to using quality
and safe ingredients in a fact sheet. This fact sheet can be posted on the website, social
media and distributed to traditional media and social media influencer partners. Rhode
has an opportunity here to set themselves apart as a safe-haven for people with
sensitive skin, highlight their passion for sustainability or, at the very least, become a
standard of transparency in the beauty industry.
2. Host an influencer activation event. To continue the narrative that traditional media is
painting, suggesting ‘it’ girls are using Rhode, the brand should host an event to
distribute product and encourage social media posting. The event should offer many
‘Instagrammable’ photo spots and offer the opportunity to take pictures or videos with
Hailey. The influencers should be the cool girls of Rhode’s target demographic like
Matilda Djerf, Ken Eurich and Emma Chamberlain.

3. Create a behind-the-scenes video series showing Hailey’s involvement in the

business. In order to reinforce the idea that Rhode is more than just another celebrity
skincare gimmick, the brand should release a video series showing Hailey’s involvement
in product development, creative direction, etc. To be released in 10 minute installments
on Instagram Reels, TikTok and YouTube, the series will give Rhode the opportunity to
showcase its strengths while positioning the face and founder as a young mogul in the
industry.