Like most people in my generation, I love Hailey Bieber. I love that she started her YouTube channel to give her fans a closer look into her life in a lens that she can control. One of her early videos was her nighttime routine where she expressed her love for skincare and her desire to go to bed every night looking like a glazed donut. A few months later she teased her starting her own skincare brand, Rhode. And now we can get a look at the brand and the PR strategies that go along with it.
Hailey came out strong with her main photo being a photo of her and a glazed donut, playing on the andetote of her wanting to go to bed looking like a glazed donut.
Rhode, which is set to launch in June, will be affordable. She tells Allure magazine during her May cover interview, that she wants her brand to be “cool and attainable” with everything being $30 or below.
This is a great play on her part. Hailey only used expensive products in her YouTube videos - upwards of $200.
I like Hailey’s glazed donut theme and I think she should continue with it by partnering with Dunkin’ Donut or Krispy Kreme. They can have pop-ups in LA, Tucson, and New York because she has lived in all three cities. She could call the partnership “Done N’ Donut” with Dunkin’ Donuts or “Crisp and Clean” with Krispy Kreme.
Let me know your thoughts below.
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