Rhode's Recipe for Success: Influencer Marketing & Affiliate Programs

Contents

• Introduction
• How Rhode's Organic Product Seeding Captivated Gen Z and Millennials
• The Results: 45% YOY Growth in EMV, Followers, and More
• Rhode's Key Influencer Marketing Campaigns in 2024
• Rhode's Influencer Affiliate Marketing Success
• Insights for Beauty Brands: How to Replicate Rhode's Partnerships' Success
• Final Thoughts

In 2022, Hailey Bieber introduced Rhode to the beauty industry, capturing the attention of both consumers and influencers eager to test her offerings. Today, Rhode stands as a prominent brand, with its Peptide Glazing Fluid and Lip Peptide Treatment consistently selling out. While Hailey Bieber's celebrity status amplified the brand's visibility, Rhode's strategic approach to marketing—emphasizing authentic influencer marketing and robust influencer affiliate programs —has driven its exceptional growth. This strategy effectively addresses the challenge of brand visibility in a crowded market, offering a clear pathway to increased consumer engagement and sales.

How Rhode's Organic Product Seeding Captivated Gen Z and Millennials

One of the most effective tactics Rhode employed was product seeding, a strategy where brands send products as gifts to influencers to build excitement and anticipation pre-launch. Here's how Rhode leveraged this approach for success:

• Authenticity Over Advertising
  Rhode's marketing stands out because it doesn't feel like marketing. Influencers who received gifted products weren't required to disclose them as ads, leading to posts that felt more organic and genuine. This approach resonates deeply with Gen Z and younger millennials, who value authenticity over salesy content.
  These posts weren't overly polished or scripted but showcased influencers using Rhode products in real-life scenarios, from morning skincare routines to everyday makeup looks. This authenticity helped establish trust with audiences, making the brand appear relatable and approachable.

• Crafting Anticipation Through Gifting
  By seeding products to influencers weeks before launch, Rhode created a sense of exclusivity. Influencers' unboxings and first impressions sparked curiosity among their followers, building a groundswell of demand before the products were even available for purchase.

• Targeting the Right Demographics
  Rhode focused on influencers whose audiences matched their target demographic: primarily young women aged 18–34 who care about minimalist, effective skincare. This strategic alignment ensured Rhode's products resonated with the right consumers, generating buzz in beauty communities and on platforms like TikTok and Instagram.

The Results: 45% YOY Growth in EMV, Followers, and More

Rhode's approach has led to significant year-over-year growth in Earned Media Value (EMV). Compared to 2023, Lefty data shows that Rhode saw a 45% increase in EMV in 2024, with influencers and organic mentions driving most of this growth.

Rhode's social media follower count has skyrocketed, with TikTok being a key driver of its virality. Campaigns like #GlazedDonutSkin helped the brand dominate conversations about achieving Hailey Bieber's signature glow.

Rhode's Key Influencer Marketing Campaigns in 2024

Lip Phone Cases

Among Rhode's product launches, the Lip Phone Case has been a groundbreaking success, redefining the brand's presence on social media. In early 2024, the innovative accessory generated an impressive $8.3 million in Earned Media Value (EMV), with a remarkable engagement rate of 31.9% on Instagram. The campaign’s creative integration of functional design and beauty aesthetics resonated deeply with audiences, sparking viral conversations and solidifying Rhode’s position as a trendsetter in the beauty industry. As the brand continues to innovate, the Lip Phone Case stands out as a prime example of Rhode's ability to capture attention and drive engagement on a global scale.

Pocket Blushes

The blush market is highly competitive, especially as blushes became a must-have item among beauty enthusiasts in 2024. Despite this, Rhode made a remarkable entrance, achieving the highest Earned Media Value (EMV) of any product launch that year at an impressive $26.4M, with a standout engagement rate of 6.3% across 1.2K posts.

The success of Rhode’s campaign was largely driven by its strategic use of product seeding. Influencers received the full range of blush shades to swatch and showcase, either shortly before or right after the product’s release. This created buzz and anticipation, especially since this was Rhode’s first foray into makeup. The timing of the launch was equally strategic, coinciding with the summer months of June and July when dewy, blushy skin was a major beauty trend. The combination of timing, influencer marketing, and strong consumer curiosity turned Rhode’s blush launch into a resounding success.

Rhode x Alexandra Saint Mleux

Alexandra Saint Mleux, an Italian influencer and model with 1.3 million Instagram followers, is known for her iconic “it girl” style. In November, Rhode partnered with her on a Paris-based campaign to promote its new Lip Phone Cases in fresh colors.

While both Rhode and Saint Mleux share similar-age audiences, their geographic reach differs. Rhode is stronger in the U.S., while Saint Mleux has a loyal European following. This collaboration was a smart move for Rhode to boost brand awareness in Europe, a market it recently expanded to.

The partnership was a success. Saint Mleux’s six Instagram posts for Rhode achieved an impressive 42.8% average engagement rate, proving the campaign’s impact and the value of the collaboration.

Rhode's Influencer Affiliate Marketing Success

While product seeding built Rhode's early buzz, its strategic use of influencer affiliate marketing has sustained its growth. Through an affiliate program, Rhode incentivizes influencers to promote products organically by offering commissions for sales driven by their unique links.

The beauty of this approach lies in its alignment with organic marketing. Influencers already enthusiastic about the products are naturally motivated to share their genuine experiences, which drives conversions. Rhode's success here shows that affiliate programs and organic product seeding can work hand-in-hand, creating a flywheel of awareness, trust, and sales.

At Lefty, we've seen beauty brands replicate this success by using tools to identify and engage authentic influencers, strategically seed products, and measure affiliate partnerships' ROI. Combining these tactics allows brands to build genuine campaigns while delivering measurable results.

Insights for Beauty Brands: How to Replicate Rhode's Partnerships' Success

Rhode's marketing success offers valuable lessons for other beauty brands:

1. Start with Strategic Product Seeding
   Identify influencers whose values and aesthetics align with your brand. Gifting products to these creators fosters authentic endorsements that resonate with their audiences.
2. Speak to Younger Generations in Their Language
   For Gen Z and millennials, authenticity is non-negotiable. Avoid overly polished or salesy messaging. Instead, encourage influencers to share personal, unscripted moments featuring your products.
3. Leverage Influencer Affiliate Programs
   Combine seeding campaigns with influencer affiliate marketing to sustain momentum. Influencers motivated by both enthusiasm and commissions will amplify your message and drive tangible sales results.
4. Capitalize on Trends
   Rhode's success with the Lip Peptide Treatment shows the power of aligning with beauty trends. For 2024, lip products dominated the beauty market, making them an excellent category for brands to invest in.

Final Thoughts

Rhode's rise to prominence is a masterclass in authentically and precisely executing influencer marketing. By blending organic product seeding with a robust influencer affiliate program, the brand created a marketing ecosystem that feels genuine, engages audiences, and delivers measurable growth.

For beauty brands looking to make their mark, Rhode offers a clear roadmap: focus on authenticity, build meaningful relationships with influencers, and embrace strategies that align with emerging trends. With the right tools and partnerships, like those offered by Lefty, success is well within reach.