Hailey Bieber’s packaging for Rhode is minimal chic rising star with a strawberry flavour twist. How is that possible?
Hailey Bieber’s packaging: hurricane Rhode
Packaging for beauty products has the ability to convey the essence of a product and influence our relationship with beauty itself. From attention to the smallest details to material selection and creative design, nothing is left to chance because if it must sell to the eyes first, then hitting the bullseye of emotions is a task that only the best Cupids can accomplish without errors. From attention to the smallest details to material selection and creative design, nothing is left to chance because if it must sell to the eyes first, then hitting the bullseye of emotions is a task that only the best Cupids can accomplish without errors.
Much like what Hailey Bieber, formerly Baldwin, did before her marriage to the famous pop star Justin.
The American model, beauty icon, influencer, and entrepreneur launched her own line of cosmetic products for skincare about a year ago: Rhode, named after her second name.
A fun fact: the line consists of just three products:
- Peptide Glazing Fluid
- Barrier Restore Cream
- Peptide Lip Treatment for lips
Less is more, and indeed, these products went viral and flew off the shelves even before their official launch.
Hailey Bieber’s minimal chic packaging
The design of these products is truly minimal: predominant gray with white fonts, clean and linear graphics. But what about the packaging? Hailey Bieber’s packaging could only reflect this minimalist simplicity, but in a luxurious way: solid color boxes in classic, timeless shades that provide a clean and tidy aesthetic. However, delving deeper, this clean design also serves as a metaphor and a promise for what the product itself is. As Hailey herself presents on social media, her skincare products make the skin clean, free of impurities, and luminous. Glowy and minimal. It is indeed true that the packaging for beauty products is the mirror of what it contains. This similarity between premise and promise is what instinctually leads us to make purchases based on sight.
The Strawberry Makeup Trend
Hailey Bieber is among the top 10 influencers under 30, and she reaffirms this with her strawberry makeup, a viral trend among the summer beauty trends of 2023. What am I talking about? A simple face makeup with rosy cheeks like the color of strawberries, freckles, glowing skin, and lip gloss. The final effect is that of a slight sunburn, reminiscent of a summer afternoon spent reading in the garden. Dreamy? Romantic? Nostalgic? Baldwin found her fortune in this dreamy summer.
And she put (everything) into the packaging!
Hailey Bieber’s strawberry-flavoured packaging
The minimal packaging made way for packaging that undoubtedly made people exclaim “WOW!” What was once an “anonymous” (but still elegant) gray has turned into a vibrant strawberry red. But let’s go in order.
The Rhode team sent a unique packaging to selected beauty influencers, who wasted no time making the hashtag #strawberryglazeunboxing go viral. They posted videos showing the Rhode packaging, revealing the products inside and highlighting the special details.
A personalized packaging, designed in the shape of a strawberry and containing the lip treatment (guess the flavor… strawberry, of course) was in line with the strawberry makeup trend that Hailey exploited in all its shades.
I challenge anyone not to say WOW.
Why did this Hailey Bieber’s packaging succeed?
There were several reasons why the strawberry-shaped packaging was successful, and not just because it carries the name Rhode. Let’s look at some:
- Hype: It built up audience expectations, who didn’t know what to expect. As the saying goes, “the anticipation of pleasure is itself a pleasure.”
- Exclusivity: It created a feeling of exclusivity among influencers when they received the gift from Rhode. Come on, even you would have felt special receiving this packaging!
- Unboxing: The action became a social media sensation thanks to videos showcasing the packaging and its contents.
- Multisensory Experience: And here’s the practical part. Hailey’s products not only touch emotions but also engage taste and smell with the sweet taste of strawberries.
Hailey Bieber strategically leveraged her products, her beauty, and her packaging, transforming it from minimal to WOW. If you also want to create customized beauty packaging that’s surprising and meticulously designed, don’t waste any time! Head over to Packly and browse their library of templates.