From Star IP to Pure Aesthetics: The Marketing Code behind the Rise of Rhode

Abstract

In today's society, "clean beauty" has become the beauty principle pursued by women, and women pay more attention to the significance of skincare and makeup itself. Starting from Rhode, an emerging celebrity beauty brand, and using the method of case analysis, this paper discusses how celebrity brands market in the "clean beauty" society to finally realize the change from star IP to pure aesthetics. Through the summary, it is concluded that in order to obtain the dividend of the times, emerging beauty brands need to make full use of social media in marketing, improve brand exposure, and cooperate with celebrities. But marketing should focus on products, not star founders. At the same time, brand products continue to appear on consumers' social platforms to achieve the ultimate goal of stimulating consumption potential. Product appearance, product composition, product texture and color design must be carried out on the premise of the consumption needs of a new generation of consumer groups. The most important thing of celebrity brands is to skillfully combine star IP with brand products, so that star IP plays an auxiliary role, products as the main body, and slowly realize brand transformation.