Rhode’s Strategy: Is Skincare the New Jewelry?
There’s a new status symbol on the rise — and it’s not a bag or a shoe. It’s your lip balm.
Rhode didn’t just make lip balm; they made it fashion.
The brand turned a beauty essential into something wearable, Instagrammable, and collectible — by simply making it clip-on.
Clipped to belt loops. Hung on totes. Styled like charm jewelry. Rhode’s Peptide Lip Tints became the accessory Gen Z didn’t know it needed.
Mr. Clicky (our resident trend-spotter) says:
“Visibility = virality. If your product hangs, it hits.”
The Insight: Beauty used to be about what was inside the bag. Now? It’s about what’s on it.
Skincare has stepped outside the bathroom. It lives on wrists, keychains, bags. It says: I’m fun. I’m functional. I’m chronically online.
And that’s what sets Rhode apart:
Skincare meets street style
Packaging that works with personal style
Built-in UGC potential — no extra effort needed
What They Did Right:
✔ Designed for the 'outfit check' era: every tint comes with a chrome clip
✔ Reframed utility as aesthetic: balm-as-jewelry
✔ Ignited FOMO through sellouts and drops
✔ Encouraged styling, not just swatching
Our Observations:
Rhode understood the TikTok shelfie: Gen Z isn’t just buying products — they’re curating aesthetic moments. Rhode’s sleek, chrome clip makes the lip tint a flex in both IRL and online spaces.
Micro-influencer goldmine: The brand didn’t rely solely on celebrity clout. They leaned into micro and nano creators, driving authentic UGC that looks like it belongs in your group chat, not a commercial.
Drop culture with a twist: Instead of flooding the market, Rhode mirrors sneaker drop strategy — scarcity, hype, and a clear value in being ‘first’.
Product = content engine: The clip wasn’t just functional — it’s viral. It gave people a new way to show off, use, and talk about the product.
The Results:
Products routinely sell out within hours
UGC everywhere: from celebs to micro-influencers
The lip tint became a wardrobe staple, not just a beauty item
Clicky’s Closeout: “If your product can’t hang — literally — maybe it’s not 2025 enough.”
But here’s the real takeaway: Rhode didn’t just chase trends — they created a new use case. By making skincare visible, wearable, and shareable, they reframed how beauty fits into a Gen Z lifestyle. In a market flooded with sameness, visibility isn’t just a design choice — it’s a growth strategy.
When the packaging becomes part of the persona, you’re not selling a product anymore. You’re selling cultural currency.
So the question isn’t what’s in your bag — it’s what’s on it.
Let us know what you want decoded next.
— Team TCL (+ Clicky)
