THE GREAT AMERICAN RHODE TRIP

California dreamin' a brand activation for Rhode Skin by Hailey Bieber

If you haven’t heard of Rhode in the last couple of years then you have being living under a rock. Rhode’s ingenious marketing have made them the crème de la crème of the skincare. For today’s branding exercise, I put myself in Hailey Bieber’s shoes and designed their next summer campaign, including hypothetical products and brand activations.

‘The Great American Rhode Trip’ taps into all things U.S.A. It celebrates the spirit of Western Americana, from cowgirls to unforgettable road trips. The campaign is both fun and beautiful, capturing the playful yet chic essence of Rhode’s past campaigns. The Rhode Girl: she’s wild and free.

THE PRODUCT

The campaign centres around the launch of their limited-edition Peptide Lip Tint- “Cowgirl Copper”. I imagined this rich ‘auburny’ colour that compliments the Rhode Girl’s bronzed tan. With Rhode’s ever-growing influence on twenty-something women, “Cowgirl Copper” will become the shade of Summer 2025. (Tint edited by yours truly!)

THE BRAND ACTIVATION

logo/typography created by me to match rhode’s chic branding

Hailey and the team will head out on a journey across Rhode 66, as Rhode sets out to connect more deeply with its U.S. community. The brand will make stops in key U.S cities, hosting mini pop-ups designed as retro American gas stations.

At each stop, the Peptide Pump will dispense Rhode's iconic lip tint in the limited-edition shade, "Cowgirl Copper." This initiative follows a similar concept from 2024, when The Rhode Booth popped up in popular places, like L.A., London, and Ibiza, gaining global attention and becoming an international sensation.

THE CAMPAIGN

edited by me (not rhode imagery)

The images I created above capture the essence of Western Americana. I feel like this understated approach achieves more by doing less. I’m loving brand-first campaigns that are more lifestyle based and aren’t all about selling selling selling. One of my favourite brand moments of all time was the campaign Jacquemus created ahead of their boutique opening in Capri, Italy.

Why should we stress over text, graphics and product education when something so simple can be so effective?

THE FINAL EDIT: CULTURE, COSMETICS AND COMMUNITY.

The Great American Rhode Trip blends the allure of Western Americana with Rhode’s signature fun, yet chic energy. Focused around the launch of the limited-edition Cowgirl Copper shade, it taps into the spirit of adventure while offering a fresh, lifestyle-driven experience. I hope this campaigns makes the Rhode girlies feel energised for the summer ahead and inspired by this wild and free persona. As ‘Boho-Chic’ is set to be the trend of Summer 2025, I feel like Cowgirl Copper would perform well as it takes into account the wider scope of fashion and beauty and trends.

I’m sooooo happy with how this turned out- Miss Hailey Bieber ily!

All my love, Em x

*Side Note: This is an entirely fictional project! I envisioned what it would be like if Rhode had hired me to launch their newest product (which I also came up with!). I curated the campaigns and edited all typography/ product images. The rest is just a mood board I created to reflect my strategy and vision <333*