Girls not only need lipsticks but also “lip cases”
“I need the case Hailey does.”
One day I was surfing on Instagram, and this image busted into my eyes:
A selfie of Hailey Bieber in her luxurious fur coat, with an unordinary silicone phone case that holds a lip gloss on the back.
“Peptide lip tints are coming back, plus something cute to hold them.” The post stated.
Until now this single post has gathered 230,000 likes, and comments about the lip phone case have been quite intense (see the screenshot below).
Before this selfie came, the brand “Rhode” had already revealed a little clue: it posted a reel video about Hailey sitting on the bench, fixing her makeup, and after she finished her lip, there was the lip phone case on her knees, the lip gloss was perfectly fit into the back slot.
“The Marketing Queen.”
That’s the response to this genius reel. Compared with other videos of Rhode, this reel has gathered 2,750,000 views and 86,000 likes with over 3000 forwards.
Meanwhile, the same selfie of Hailey gathered 18.1 K views on X ( also known as the former Twitter)
On the mainstream media, Rhode also maintains a positive result:
The phone case will be launched on February 27th, 2024, and on the same day, the leading fashion magazine ELLE released an article to add gasoline to this phone case vibe.
The editor Lucy Partington wrote in her article that the lip case will be sold alongside another viral product of Rhode — — Peptide Lip Tint. Regarding the lip case, Partington predicts that based on the long waitlist and limited iPhone model compatibility (the case only fits iPhone 14/15 Pro and Pro Max), the lip case will be sold out immediately.
“we’ll be seeing you in the queue.”
Another article posted by Marie Claire made itself clear on the launch of the lip case: Who needs a purse when you have this?
At the end of the article, there are shopping links directly leading to the Rhode website. Whether or not this collaboration is part of the launching marketing, the convenience makes the purchase even easier without a second consideration.
Bieber effect? No, it’s “Hailey effect”
On Instagram, some influencers and makeup artists have received the lip case in advance. From those unboxing videos, we finally get a chance to see the case with details: it is a matte grey silicon case with a rather cursive slot on the back. Almost all Influencers agree that the case is a “genius design”:
It is much easier to put on lip tint whenever without bothering to search for a tiny lip tint in a large bag — a problem solver;
The case itself is a chic kit /prop for taking selfies;
It is bonded with another viral product — — the lip tint;
Last but most importantly, the product was born with the “halo effect.”
Hailey Bieber knows this rule by her heart.
As a celebrity (also with a celebrity husband), Hailey knows she is the best spokesperson for the brand — a selfie can bring over 200,000 likes without putting a penny on extra marketing promotion.
Celebrities’ life is endowed with attention and attraction. People are drawn to celebrities’ daily life. Curiosity is the beginning of the spread. The reel video displays an “ordinary scene” but with the product, an innovation no one has seen before, and bounded with a celebrity.
“Where can I get this case?” — — OR “How can I be like Hailey?”
The topic is spontaneously created by all the views that are gathered on the platforms. A daily-life scene phrases out commercial intention, by putting the product in a regular setting, people would easily resonate and associate with themselves:
If I have the case, then I will not need a bag.
Next, Hailey posted her selfie — — who does not take selfie today?
But not everyone has this special lip case. “Take a selfie like Hailey” seems like a gorgeous temptation.
Furthermore, as social media has become a dominant channel for brands to expand brand awareness, Influencer marketing is definitely on the schedule. Influencers are less distant from the audience, but being approachable is not contrary to cohesiveness. In this case, the brand could expand its target audience.
Besides, influencers are capable of creating high-quality content which can be counted as a bonus. Standing from a customer point of view, influencers could be the “speaker” to provide feedback: more shades of color, more models for different mobile brands…etc. and I am pretty sure Rhode gets all the messages.
Scrolling down all the videos, influencers are satisfied with the case, and the comments below keep a vibe of complete harmony and excitement. Under a few posts, Hailey showed up and responded with “hearts.”
This time, she really captures her customers’ hearts.
