How Hailey Bieber Built A Cult Following for Rhode Skin | Marketing Analysis | The Marketing Studio

[Music] Hy Bieber launch rode June of 2022 with a focus on clean natural ingredients and a minimalist approach to Beauty routines within less than 2 years in business this brand has had great marketing wrapped all around it being one of the driving factors that keeps it thriving so how did haly Bieber built a cult following for Road skin well to answer that we have to get an understanding of her audience growing up in Hollywood with a famous family and famous friends kayy became wellknown and talked about as she grew up when she stepped into her

career as a model this really solidified her as a fashion inspiration to Twin and young girls her audience has grown up with her through the years and her marriage to Justin Bieber has been talked about among social media and the Press which opens her up to an audience outside of her fan base this is a key factor in the marketing strategy for the brand Hy herself was a brand before the conception of rose along with the understanding of who her audience was with her existing following Road had a very privileged start with haly Bieber's existing

fan base who would be interested in her new brand Road's core audience demographic ranges from 18 to 34 years old and has an international reach so keep in mind everything she's doing has to resonate and align with that audience she clearly wanted to have a brand that's more than just a skincare line she even opened up on her YouTube channel about the making a road expressing I want people to step into the world world of Road and feel included and feel like they can be a part of it feel like they can afford it feel

like the stuff that I'm using on my skin is the same thing that you can use on your skin according to hilly Bieber road is selling the world a road and that is what the audience is buying they're buying the lifestyle in align or Aspire with the world of Road selling a lifestyle as a brand is not uncommon as a matter of fact most brands are selling you on what it means to be a part of their Community pairing that with a product that consumers like you're on your way to building a successful Lifestyle brand

now that we've covered the basis of who roadskin customers are and what they're buying let's get into the product development ingredients in packaging were at the Forefront of hil's mind when building Road the aesthetic packaging was an initial appeal to customers as a visual selling feature package design is an important part of the marketing strategy because a package not designed for customers will not lead to sales Road capitalized on the minimalist and clean girl aesthetic to develop a very trendy packaging that lines with their Brand's customers during the development stage the road team manages to

get samples out to influencers and uses this for testing to get feedback we have a group of people that we send things that are in development to to test them out and give us their feedback this further helps them launch the right products to sell and also get additional exposure from the creators and testers of the products customers being a part of your product development Journey can give them an emotional connection to your brand now with a solid foundation to build a marketing strategy already laid this allowed the road team to start connecting the brand

to Their audience first up to this is always brand positioning Road's head of brand Lauren Ratner explains the best things about road is we created this brand that it is minimalist and disciplined but it's also like there is freedom in it and there is like a playful youthfulness to it that allows us to bring in color and do really exciting things this dictates how Road operates within the market how they communicate with their customers and the type of relationships they build with their Community the release of their new trendy lip case is a great example

of their brand positioning with Road skin focusing on selling the world of Road obviously selling products outside of skincare was inevitable this viral phone case has all the elements head of brand Lauren explained it's very youthful playful and extremely minimal this product's a great upsell for customers who already have shopped the lip tint as well as a great way to sell new customers on both products by cross- selling them this was a genius way to get customers excited about the brand all over again now let's get into the marketing channels how is roadskin communicating and

reaching Their audience they focus on a lot of omni Channel marketing the channels that they lean into the most are influencer marketing social media email marketing pop-up experiences pressing media collaborations and we're going to go through every single one of them starting off with influencer marketing Road's marketing strategy is heavily based around influencer events and Partnerships to stay competitive this helps the brand stay relevant and creates a sense of community as we heard earlier we have a group of people that we send things that are in development too to test them out and give us

their feedback which means they start the phases of influencer marketing during development giving them time to nurture that relationship and actually build a relationship with the Creator rather than it being just another brand deal this gives a Creator more conviction to talk about the brand and that authenticity people can see which can lead to higher convers verion and of course we can't forget that Haley is also an influencer for her own brand as the biggest selling point of her brand content and marketing materials with her in it probably performs the best now on to social

media from haly's personal YouTube to the Brand's Tik Tok Road's engagement is much higher than their competitors this has a lot to do with their marketing pillars from scrolling through their Instagram feed common topics they use are skincare education lots of Lifestyle user generated content content and behind the scenes these pillars work for roadskin mainly because they understand how to communicate these topics With Their audience whether it's through Aesthetics Partnerships or Haley just popping up on stories it's also noted that they do post constantly on stories posts reals Tik Tok Etc this frequency also keeps

them top of mind for customers and allows them to possibly reach new audiences with ads and boosting posts they also carry over those pillars into their email marketing common with many Brands it seems like their homepage email often form is how they're building their list now to my favorite pop-up experiences I have to say roads marketing is usually very creative and their Coello photo booth was no exception the road photo booth at Coachella gave a free lip tint to anyone who took a picture and this is a really fun engaging way to get customers to

buy into the brand even more when a brand has now created a positive memory for a customer there's an emotional connection being created or strengthened and really solidifying customers to feel like they're a part of a community which is the brand with Haley commonly speaking about Road like when she spoke at Forbes 30 under 30 what she's actually doing is additional press and coverage for the brand to her Advantage these media Outlets are the biggest in the industry and have massive reach this gives Road skin additional brand awareness and brand recognition lastly we have collaborations

with launch just like their strawberry glaze where they collaborated with Crispy Cream they hosted a popup in New York City Road also customized their own Red Corvette in theme of the strawberry glaze lip tint they used this to make content promoting the new arrival they started marketing this campaign 8 days before the launch throughout all their digital channels garnering 120,000 likes on Instagram just from the first post teasing the launch the roadskin community was on the edge of their seat waiting to see what product was being dropped throughout the next 8 days they continue to

build that high with small hints of what's to come when they finally launched they went live on all avenues including Billboards in Time Square this popup with Crispy Cream was the cherry on top to get maximum exposure they developed an event where customers were able to try their products and then they use the content from that very event to remarket to customers on Instagram stories this way they can show the world of Road what the community looks like and create a desire for this new product now back to the original question haly Bieber's Beauty brand

Road can escape controversy and their customers still stick besides them but why first let's start with the controversial moments a clothing brand sharing the same name Road was already in business for 9 years prior and file a trademark infringement lawsuit over the name of their brand a judge later ruled haly could continue using the name road but customers still stayed with the brand because Haley already had a loyal fan base from her personal brand and they trusted her therefore they trusted her brand that was a majority of her customer base along with customers who trusted

the influencers that recommended the brand due to customers having trust in the brand they still continue to purchase even with this copy infringement lawsuit from complaints on Tik Tok to bad YouTube reviews customers were not happy with the quality of road products people started thinking that road was just another celebrity brand not worth the hype but customers were still swearing by Road mainly because of what it meant to own Road road with many consumers caught up in influencer culture and most influencers having their aesthetic Road story post having the product even if it means you

don't use it is important because of what it says about who the customer is the type of person they are the type of Lifestyle they live the main product that Haley is selling is the lifestyle of Road the world of road as she said with that being said when customers do shop from a Lifestyle brand they're not always concerned about having the highest quality hence why the road Community still stuck by the brand the infamous internet drama between Haley and Selena has always been a controversial topic neither of the two have been able to escape

this has impacted how some may View Road as a brand seeing as haly is the face and the founder of the company but regardless of this drama customers already infused Road into their lifestyle and whatever this drama was didn't change what buying into the world of Road meant the road Community still very much wanted to be a part of that world haly Bieber and the roadskin team has built a cult-like following for their Community with insanely Creative Marketing that truly resonates With Their audience on an emotional level now let's review all the elements to see

Road success formula starting with branding Road's core values are clear minimal yet still youthful and fun these characteristics are what shape The Branding across all communication channels they have With Their audience this also impacts their product strategy Road's product Focus Focus selling point is one of everything really good they create one product for each step of your skincare routine this approach solidifies their brand identity as minimal and creates consistency of who they are this bleeds into their brand voice visual identity and overall personality with visual consistency between their website social media and email marketing this

makes it easy for customers to identify and recognize the brand just by its branding BR also had a really good idea on what would resonate with their Community by Valu various aspects of the market including size growth potential Trends and more they were able to make strategic decisions regarding product development marketing expansion opportunities Etc by understanding the needs and preferences of Their audience they were able to align marketing efforts and product offerings to effectively cater to those customer segments ultimately driving sales and profitability though we won't get into their SWAT analysis I will say Road

did find ways where their business could differentiate itself and gain Competitive Edge in the market their marketing without marketing your community could feel underwhelmed and bored and Road does a really good job keeping the lifestyle of the brand alive remember they're selling the world of Road versus just your go-to skincare products this drives all their marketing decisions which brings me over to strategy the platforms you use to communicate with your community directly can correlate with your reach hence why Road uses every channel you can think of to connect with their audience the core strategies and

tactics directly align with their audien's needs from branded behind the scenes like haly's YouTube on the making of road to engaging with customers in real life at events or even traditional Billboards luckily for Road their marketing budget can handle everything they need to reach the Right audience existing and new it is also noted they do have specific focuses for each of their marketing channels that directly correlates to a stage of the conversion funnel they have strong strategies for awareness consideration decision- making Etc and remember remember they have the marketing Pockets to back it also wanted

to note that their call to actions are very aligned with how Their audience wants to be spoken to and is brought back to their branding once again youthful playful and minimal roads marketing has cultivated a community selling people the world of Road and what it means to be a part of it even with H's Celebrity Status it wasn't enough to sell the brand they needed a tangible thing customers could relate to which is why the world of Road LED haly Bieber to build a cult following for Road skin now we all know marketing can be

hard especially for solopreneurs and small Brands wearing a ton of hats but DIY marketing doesn't have to suck the marketing Studio has resources from customizable templates to step-by-step workbooks easy to follow and develop marketing tactics even for beginners [Music] [Music]