Rhode — "Glazed & Protected" SPF Launch
- Bhumi Jain
- 4 days ago
- 2 min read
Glazed & Protected
Brand: Rhode Skin — Founded by Hailey Bieber
Rhode has redefined modern skincare as a lifestyle ritual — not a routine. The Peptide Lip Treatment became a cultural object. The Barrier Restore Cream became a morning meditation. But one gap remained in the glazed skin story: SPF. This campaign fills it.
The Brief
Rhode's consumer doesn't think of sunscreen. They think of glow, texture, skin that looks like it's been kissed by light. The brief: launch a Rhode SPF that doesn't feel like sun protection — it feels like the final layer of the ritual. The one that seals the glaze.
Campaign Strategy
Position the Rhode Peptide SPF not as sun protection, but as "the final step in your glow routine." Lead entirely with texture, finish, and feel — the dewy glaze it leaves behind. Make Hailey the proof: this is the product she was missing, and now the routine is complete.
"SPF isn't the responsible part of your routine. It's the glow part."
Channels & Tactics
Hero TikTok & Instagram campaign: #GlazedAndProtected — Hailey's full morning routine ending with SPF as the final, most satisfying step
Limited edition Peptide SPF Tinted — same glassy, lightweight texture as the barrier cream but with broad-spectrum protection
Influencer seeding to 150 micro-creators in the "clean girl" aesthetic space — organic first-touch reviews before any paid amplification
Sephora endcap activation with custom Rhode mirrors — "See your glow" moment at point of purchase
Email drip to Rhode loyalists: "The step you've been waiting for" — three-touch sequence building anticipation before launch day
KPIs & Success Metrics
50,000 units sold in launch week
200M earned media impressions
#GlazedAndProtected trending in the first 48 hours
Rhode SPF becomes the #1 beauty launch on TikTok Shop in its category for the month
The Brand Insight
Rhode's power is that it makes every product feel personal to Hailey — not a celebrity endorsement, but a window into her actual skin. SPF is the most intimate product in a routine because it's the last thing you put on before you face the world. That's the emotional territory this campaign lives in.
Speculative campaign project by Bhumi Jain — Brand Marketing Strategist | Beauty & Luxury
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