This is a free preview of a paid episode. To hear more, visit
cocomocoe.substack.comToday's episode of "Ahead of the Curve with Coco Mocoe" marketing podcast is about the brilliant branding of Hailey Bieber's Rhode Skin. The brand was the second-most talked about celebrity beauty brand of 2024, just behind Rare Beauty by Selena Gomez, according to Mintoiro.
If you look at Rhode Skin's Instagram account from when they launched in 2022 vs now, there is a huge difference just three years later. They began leaning into sensory marketing unlike any other celebrity beauty brand and sky-rocketed, as a result. That will be the topic for today's episode. Enjoy!
TIME STAMPS & TOPICS:
0:00 - Introduction
5:30 - What was popular in the last 10 years from 2015-2025?
6:47 - The rise of minimalist makeup
7:29 - The Data of Rhode Skin
15:10 - The Shift into Sensory Marketing
17:00 - Integration of celebrity collabs
Topics on the Extended Episode at cocomocoe.substack.com
20:38 - Rhode’s product innovation vs disruption
26:40 - “The Editorialization of Brand Social” by Kristen Vinakmens on Substack
33:15 - How you can apply all these marketing tactics to yourself
REFERENCE LINKS:
* Substack: "Hailey Bieber Changed One Thing About Her Branding. She Sky Rocketed as a Result"
* The The Devil Wears Data: The Rise of Hailey Bieber's Rhode Skin
* YouTube: Who’s In My Bathroom? With Hailey Rhode Bieber
* “The Editorialization of Brand Social” by Kristen Vinakmens on Substack: https://substack.com/home/post/p-149158518
If you are as obsessed with the intersection between pop culture and marketing as I am, consider becoming a member of my best-selling Substack for $9-a-month. For the $9 a month, you will get access to:
* The rest of this Friday Trend Report + every weekly trend report to stay on top of where internet culture is headed from the lens of someone who is a full-time creator and worked full-time at two major media companies in marketing for 5+ years beforehand
* Extended episodes of the Monday “Ahead of the Curve with Coco Mocoe” podcast. The podcast is a weekly deep dive into the behind-the-scenes branding of celebs, creators and brands making waves in culture. I save the best bits of information for my paying coconuts every episode so be sure to tune in, if that is your thing!
cocomocoe.substack.com
“Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.
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* IG: @cocomocoe
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Email: cocomocoe@gmail.com
