karma’s not a b**ch

how did the internet's most hated woman Rebrand herself into an icon girls idolize I've hated Haley Bieber for a very long time her personality is just stanky give off that energy where she's like I'm like better Haley Bieber is getting cancelled Shady Behavior being girls bbery yes that is me viral Trend setting a modeling career and a very successful skin care company founder and creative director roote Haley Bieber whatever Haley Bieber does all the girlies follow not saying she deserved it but I'm saying God's timing is always right girls would love [Music] it did it

we did it going to sell out going crazy yes before you go and purchase these products do not use Road skincare if there was one person who grew up on the wrong side of the internet it has to be Haley Bieber despite being born into a Hollywood family married to the teenage Crush of millions of young girls and on the cover of multiple notable magazines somehow there is still a way to mess everything up and become one of the most disliked women this is one of my favorites like wow amazing I think I would love

to get smacked back to Ghana yes so I guess nobody will ever know that will only be one of the Mysteries we uncovered for today because the Haley Bieber we know today is a woman whose name makes $20 smoothies sell 40,000 times a month whatever nail she does becomes the mood of the Season whatever skin care she uses goes viral whatever jewelry she puts on becomes mainstream that is the Haley Bieber effect it's the famous Haley Bieber Haley Bieber esque sunglasses dude dude is that yummy I'm going to show you how to get these loose

spey waves as your marketing besy who graduated top 1% UC business economics with a background and marketing we're going to explore how Haley Bieber rebuilt not only a successful personal brand for herself but also the road Beauty Empire while being cancelled by the world none of this was accidental just in my little bag I think the birday cake is my favorite and by brand I don't just mean putting your name on a gr bottle branding is about how your future College Future boss future boyfriend or husband sees you and I'm creating the series to analyze

PP culture girl icons from a marketing perspective because many of whom do not recognize the power of influence they have over a generation of young girls I saw Haley Bieber go to airan so I'm going to airan we're like Haley Bieber and the story of Haley Bieber is relatable to women of all ages because even though all of us have had the experience of trying so hard to be picked to be liked when we finally accept ourselves as we are the universe gives back the same love we have for [Music] ourselves congratulations and even though

haly Bieber's personal brand and rast skin are both growing and strong they there are actually a few marketing pitfalls that I'll share in the end that could lead to the downfall of both but none of that will beat the biggest Pitfall we are all prone to because if you're online not using a VPN is like Haley Bieber doing a cover shoot without priming her skin it's risky this is why our sponsor cyber ghost VPN is here to protect us from hackers and malicious websites literally anyone online should be using a VPN which stands for virtual

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Haley Baldwin who since the start of her Fame was always inevitably compared against the one and only Selena Gomez Haley Baldwin before becoming Mrs Haley Bieber is a model socialite influencer who didn't really have a brand of her own G who's your new boyfriend after Joe Jonas I'm sorry except for being famous for all her associations her celebrity family her celebrity friends her celebrity boyfriend then husband for years her entire brand was 90% tied to her then boyfriend now husband Justin Bieber ever since their relationship began which was thanks to Haley's Uncle Alec Baldwin who

casually introduce young Haley to her dream man my daughter haly now I'm not interested in the personal relationship dramas because this is a marketing Deep dive but because a huge part of haly bavers brand IP is based on all her personal relationships we do have to mention the messy love triangle of Selena Gomez Justin Bieber Haley Bieber If you grew up watching any Disney Channel or listen to any girl pop music you know that Selena Gomez was the it girl with millions and millions of young girls who adored her music her looks her personality and

later on her public relationship with Justin Bieber mind you dating Justin Bieber was probably one of the most life-threatening challenges out there because hundreds of millions of teenage girls were in love with him and as someone who went to middle school in Canada I can attest that his face was a staple in girls lockers but when Selena Gomez and Justin Bieber became a couple nobody could say anything because they were the perfect celebrity couple who shared a common teenage girl fan base for their brands and their relationship became a brand in itself you're very beautiful

maybe we maybe we go out sometime okay you've got a CD out you've got a clothing line you're an ambassador right I don't know how you have time to date Justin Bieber [Applause] what oh brother she has very kissable cheeks so when 8 years of jelina was no longer a thing and Haley Baldwin came into the picture hundreds of millions of teenage girls were ready to tear her alive because of how strong the gelina brand was where millions and millions of teenage girls lived vicariously through them for a young and pure First Love haly's rise

to fame had a very off be start where she was always seen as the other woman she was rumored by many to be obsessed with Justin Bieber for years and would book whatever Hotel he stayed at to just run into him but her brand did not become the most disliked mean girl until the peach drama surged in 2023 there were photos that triggered this response a few were vocal about shaming her and this brings us back to the Tik Tok video I'm not saying she deserved it but I'm saying God's timing is always right Haley

and her friends were accused of making fun of Selena Gomez in a Tik Tok as Selena Gomez was facing a wave of body shame for having gain some weight in a Paparazzi shot immediately Haley Bieber lost 1 million followers but that was just the beginning this opened a whole can of warms where the internet began pulling all details together accusing Haley of obsessively copying Selena for years from outfit similarities to copying the way Selena Gomez speaks in interviews everybody else seem to be narrating my life for me why don't I put something out that is

my side of the story I was able to tell my story about who I was from my own mouth instead of people from the outside being able to tell my story story for me to the G tattoo that Selena Gomez attributed to her younger sister Gracie to how Haley's J tattoo looks just like the ring that Justin gave Selena Gomez years ago could there be some copying inspiration or just a bunch of people on the internet overinvestment one woman against another but the power of brand as I said is the dominant image that exists in

other people's minds and Haley Bieber at this point was far from being the girl selling out millions and millions of beauty products she was seen as the Mean Girl The Other Woman the woman who is copying someone else not only did people not relate to her they were literally boycotting her and her beauty brand wrote so how in the universe was Haley Bieber able to pull an UNO reverse card why blocked to go from the internet's most hated woman to an icon girls idolize it's the famous Haley Bieber Haley Bieber esque sunglasses dude dude is

that yummy to turn road from something people were throwing into their trash to an out of stock hot commodity I am actually so upset I'm just a girl nothing is accidental the kit is sold out it's gone okay so that fast and this rebranding was a double win first at this point it was clear whether intentional or unintentional there was no way Haley Bieber could out Selena Selena Gomez in other words if you brand yourself after someone else you'd only ever be second best a new brand was not only helpful but necessary and haey Bieber

began the long journey of this new Rebrand way before the launch of road as early as April 2021 when she posted this Tik Tok caption glaze donut Vibes layering my skincare for that perfect dewy finish this was no accident to the introduction of glazing much much after the launch of Rose skin in June 20122 more than a year after this initial Tik Tok which is what I meant by a brand cannot be built in a day it wasn't long ago that the Kardashians dictated nearly every Beauty Trend catered towards a lot of Contour High Glam

and spun up their own Beauty businesses alongside them and it was genius for Haley Bieber to time her very own reverse Trend the clean girl aesthetic that perfectly aligned with the jenzy Market's desire to not conform to standards with minimal makeup and a focus on the natural naturual glow of the skin as the trend begins to pick up no one can call Haley Bieber a copycat again the image andrain in people's minds as the clean girl trend is now Haley Bieber and because she's done it once now she's able to build up this reputation of

being a trend Setter she invented glazing she invented the lip gloss foam case she became the vanilla girl and the skin influencer the rebranding of Haley's clean girl look to focus on her skin made the whole Road brand launch seem so natural and authentic I have no doubt that it took years of planning ahead but it was worth it the trust people have with Haley and skincare grew over the years of careful media planning and the bonus of this slow and steady transition into a skin influencer is that it finally gave Haley Bieber's personal brand

a purpose for the longest time people only knew Haley because of the famous people she was associated with but they didn't know what she stood for and now Ash she is gaining the new light of being a trend Setter the allegations of her being an obsessive copycat of Selena Gomez will fade out and it was the best move to call her beauty Line Road skin instead of Bieber or something because now she is seen as her own brand as opposed to a side branch of the Bieber conglomerate and for the first time she has the

spot light of her own and Justin is stepping in the background as opposed to her always being a side or background character prior to launching Road what up D what's up Justin good morning Justin second the Rebrand of Haley Bieber and the launch of Road really hit the right spot in the jenzy market which cares about the brand messaging more than finding the bang for the buck product in addition to hitting the right spot for a demand for clean Beauty Road was one of the first Brands to speak out against the overturning of Ro versus

Wade on Instagram and its charitable arm the RH Futures Foundation Works to help dismantle barriers that women face and support their long-term goals in other words just like a person if the actions of a brand aligns with you you will grow to like it more and despite the prior label people put on Haley bber as the privileged mean girl the brand identity of roadskin as the girls girl in the jenzy market helped the face of its brand Haley Bieber become associated with that image as well this is one of the few cases where the brand

launch was so successful that its positive associations with its key person actually elevated their personal brand obviously this could easily go both ways as it happened before that the major alleged body Shamy Scandal of Haley Bieber in 2023 caused a huge blow to Road this is so boring bye oh in all these days a solid product is not enough to be a brand a brand that resonates with a jzy market needs to have a personality and identity and road has that so much so that Miss Haley Bieber benefited from its halo effect to rise above

the ashes of cancellation to the head of genz culture before we talk about a sneaky tactic that Haley Bieber and Rose skin use to blow up their beauty and skincare products let us talk about the Hale Bieber effect for a moment because it seems at the moment whatever she touches turns into gold it's almost a loop of positive reinforcement and is such a powerful marketing engine but something she did right was to begin with One Singular Focus the skin with a curation of quote unquote realness but mixed with flawlessness people began building a par social

relationship with Haley as she shares more of her vulnerable moments of being Cyber Bullied moments when her skin doesn't look airbrush perfect and this connection builds real influence starting from the skin when haly beer showed her using the metac cube device and because her skin looks so good the whole internet was sold including me and that became the number one Korean skincare device obviously this glowy skin also helped Road past the $10 million sales Mark after just 11 days of selling then the attention began expanding to her nails which began the glazed donut nail Trend

what a good ad for her glazed skin line then whatever she was wearing for instance Heaven Mayhem jewelry becomes a staple style that is the multiplier effect of a successful brand haly Bieber now possesses the power of both a certain degree of relatability and also the aspiration of being the it girl this double win success was further Amplified by a tactic called sensory marketing where they extremely detailed graphic visual of food and Road's marketing campaigns heightens the appeal of the product and of course Haley Bieber herself the copywriting with strong words like glazed juicy hydrated

resonated visually creating a strong association with the products sensory marketing has been used by marketers to create subconscious cues that profoundly influence the way consumers perceive the concrete properties of products like using French toast strawberries glazed Donuts peaches to trigger dopamine responses reinforcing Road's product appeal which is common practice in cosmetics a seene in some of my go-to Brands like Too Faced and Lan which is why the Crispy Cream and iron food collabs were extremely successful campaigns by associating the pleasant sensations of smell taste colors of some of the most popular foods with the makeup

and Haley herself the boring gray packaging of the original skincare line set the stage for roads expansion into color Cosmetics the intentional focus on ingredients rather than packaging communicated the core brand value of Simplicity and quality both setting Road apart in the market and becomes part of Haley Bieber's personal brand identity thus this is where several pitfalls of the brand of rad and Haley Bieber herself could occur if not addressed properly first as an industry leader in the clean Beauty business Road has been overlooking a small but prominent crowd of users who are allergic to

their products containing nuts and Seed oils in addition their products are quote manufacture in a facility that also processes products that contain nuts so there is a possibility of cross contamination including tree nuts as a skincare brand that is formulated to be quote unquote suitable for all skin types the allergens shouldn't be hidden in an FAQ page somewhere but made more readily available so consumers won't have to go through insane allergic reactions I bought the Haley Bieber skare kit and it turns out they do not explicitly say that there is a tree nut oil in

it and I allergic to tree nuts 5 minutes after putting on the lip treatment this happened to my face it surprises me that despite their brand value is Simplicity and quality they didn't formulate their products to be hypoallergenic Road lip ruined my life or my lips because their main Market the US has nearly one in three adults with some forms of allergies and sensitivities which not only limits their Market size by at least 30% but also creates customer dissatisfaction and distrust in the brand second it's only a matter of time when the internet realizes again

that the relatability brand of Haley Bieber is a carefully curated version of authenticity which there is nothing wrong with but eventually the market for the dream of effortless natural Beauty will fatigue I don't want to disappoint you guys Haley Bieber is making this so hard for us and there needs to be a new appeal of Haley Bieber to resonate with the market again in order for her to remain a trend Setter or steer only towards the aspirational and unattainable route of Celebrity Status which will lose loyalty in the jzy market but could appeal to an

alternative Market third the brand image of ha Bieber is about to shift again as she is stepping into a new role of a soon to be mother although many suspect this to be PR gold for Justin Bieber launching any baby related products in Road skin like a road diaper cream should be something to hold off for at least another several years a because people are not used to the brand of Haley Beaver being a mother yet it will come across in authentic and B because like Kylie Jenner Haley's audiences are not girls who can relate

to the experience a motherhood yet let alone a rich and WorryFree motherhood so take the lesson from Kylie baby and hold off rebranding into motherhood products for the meantime although a new formula so gentle that even new mothers could use safely without worries on their sensitive skin could be something interesting to look into with that I have a lot of respect for the long-term mindset of Haley Bieber and the patience she had for taking the time to develop a quality brand for herself and for a road there is something we could all learn from how

quickly she recovered from being the internet's most hated woman to the icon creating new trends and it all started from stopping to chase for the love and acceptance to becoming so freely and uniquely herself that became irresistible to the world let me know if you think Haley Bieber's Rebrand was successful and comment below which pop culture girl I we shall analyze next through the marketing perspective don't forget to click the description link for the special cyber GH VPN discount stay safe with your data online and unblock any content on the Internet it's only $23 a

month with 45 days money back guarantee so you have nothing to lose this is your marketing bestie Zoe unlimited share this video for impact and I will see you next week [Music] oh