Rhode’s Advertising Strategy to Make a Product an Experience

April 2024

Written for BMS387: Advertising and Media

Grade received: 98%

Rhode by Hailey Rhode Bieber has emerged as a social media sensation. Since its launch in 2022, the brand has established a strong identity grounded in minimalist design and science-backed, easily understood ingredients—delivering on its mission to create “curated skincare essentials” rooted in simplicity, affordability, authenticity, quality, and transparency. Rhode positions itself as a modern classic: innovative yet timeless. This identity is exemplified in a recent social media advertisement promoting a limited-edition “Strawberry Glaze” flavor of its Peptide Lip Treatment. The campaign quickly went viral, with the product’s partnership with Krispy Kreme serving as a particularly compelling factor. Krispy Kreme’s legacy and nostalgic value aligned seamlessly with Rhode’s emerging reputation for accessible luxury, strengthening the brand’s cultural resonance.

The advertisement, presented as a short-form video, depicts Bieber entering a red car with a box of Krispy Kreme doughnuts and casually applying the lip product. Its viral success points to a consumer response not limited to the product itself, but to the lifestyle and emotional context it represents. Scholar Dallas Smythe conceptualizes advertising as a form of ideological communication—one that not only encourages consumption but also sells a worldview. In this 15-second clip, Rhode’s lip treatment becomes more than a beauty product; it becomes a symbol of style, taste, and emotion. Through Rhode’s aesthetic storytelling, authentic brand voice, and symbolic partnership with Krispy Kreme, the ad cultivates a desirable experience that transcends functional use.

Inspired by Krispy Kreme’s discontinued strawberry glazed doughnut—which was temporarily reintroduced for the campaign—the product attracted attention across two consumer bases: beauty and food. While this cross-industry collaboration may seem unconventional, it strategically supports Bieber’s long-standing skincare metaphor of “looking like a glazed doughnut.” Her personal branding helped heighten anticipation for the product by tapping into an existing, visually driven aesthetic. This synergy between product and spokesperson exemplifies the concept of product-influencer fit. As Janssen et al. (2022) assert, “The ‘fit’ (or ‘match-up’) between the image or personality of an endorser and the product they promote is a well-established factor in shaping brand perception.”

Crystal Abidin’s “Layers of Identity” explores authenticity in influencer and celebrity culture, noting that consumers tend to trust influencers more than traditional celebrities due to a perceived relatability. Influencers are seen as authentic because their content often mirrors unscripted, everyday interactions with products. Celebrities, on the other hand, are often viewed as more performative. Abidin introduces the concept of “tacit labor”—the behind-the-scenes emotional and aesthetic work required to make content feel natural and effortless. While Bieber is undoubtedly a celebrity, her strategic alignment with her brand persona—combined with the subtlety of her product presentation—positions her closer to the influencer end of the spectrum, thereby enhancing authenticity and credibility.

Rhode’s execution of this advertisement further supports Abidin’s theory of tacit labor. The lip treatment is not introduced as the focal point but is integrated organically into the narrative. The Krispy Kreme box is the initial visual anchor, drawing attention before the product is even revealed. Only toward the end does Bieber nonchalantly apply the lip balm, enhancing the illusion of spontaneity and everyday use. This subtle approach positions the product within a lived-in, attainable context. Rather than emphasizing technical features or direct calls to action, the video invites viewers into a mood—a lifestyle in which the product seamlessly belongs. In doing so, Rhode avoids overt marketing and instead leans into aspirational realism.

The ad’s reach also extends beyond skincare consumers. By leveraging Krispy Kreme’s loyal customer base, Rhode expanded brand visibility across unexpected demographics. This diversification distinguishes the campaign from standard beauty collaborations, which often exist within an insular market. Moreover, the Krispy Kreme partnership taps into cultural memory and nostalgia—particularly the notion of Americana and comfort food, ideas deeply embedded in Rhode’s brand ethos. These values are subtly reinforced through the symbolic use of the color red in the advertisement, which appears consistently in Bieber’s outfit, the Krispy Kreme packaging, the lip product, and even the vintage car she drives—a clear homage to Cindy Crawford’s iconic 1992 Pepsi commercial. The red car, a cinematic motif, evokes a timeless aesthetic that combines glamour, tradition, and modernity. Together with the soundtrack, the ad creates an immersive atmosphere of carefree indulgence, transforming the product into a conduit for emotional resonance.

Ultimately, Rhode transforms a utilitarian object into a lifestyle artifact—an experience rather than a simple transaction. Bieber’s strategic approach to brand-building leverages authenticity, aesthetic coherence, and semiotic richness to elevate the product’s cultural value. As Judith Williamson (1994) writes, “Advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell but also how they can make those properties mean something to us.” Rhode enters this "magic system" by imbuing the product with symbolic meaning. The gain is no longer just a lip balm—it is a mood, a ritual, a version of oneself.

By maintaining a careful balance between desirability and attainability, Rhode succeeds in making the product both aspirational and within reach. The result is not just a skincare advertisement, but a masterclass in modern brand storytelling. 

References  

Abidin, C. (2018, April 16). Layers of Identity. Real Life. https://reallifemag.com/layers-of-identity/ 

Instagram Reel: Rhode Advertisement for Limited Edition Strawbery-Flavored Peptide Lip Treatment 

Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205 

 Smythe, D. (1981). On the Commodity Audience its Work. In M. G. Durham & D. M. Kellner (Eds.), Media and Cultural Studies: Keyworks(pp. 230-256). John Wiley & Sons. 

Williamson, J. (1994). Decoding advertisements. Marion Boyars Publishers, Ltd. 

YouTube. (2017, October 16). Advertising Pepsi with Cindy Crawford - 1992. YouTube. https://www.youtube.com/watch?v=YtK-yq-BQDU