Rhode | Communication Theory

Rhode is a modern skincare-focused brand launched in 2022 by model and entrepreneur Hailey Bieber. The brand operates at the intersection of «skin-first beauty» and minimalist luxury, positioning itself within the fast-growing «clean girl aesthetic» movement that prioritizes natural-looking skin, simplicity, and routine efficiency.

At its core, Rhode is positioned as an accessible premium skincare brand that emphasizes hydration, barrier repair, and effortless daily routines. Unlike traditional luxury skincare brands that rely heavily on complex multi-step systems or clinical positioning, Rhode focuses on a simplified product lineup with a strong emphasis on results-driven essentials. Its hero products such as peptide-based moisturizers and hydrating lip treatments are designed to be universally usable, visually appealing, and easy to integrate into any routine.

Rhode is positioned as a modern skincare brand built around simplicity, hydration, and strong visual identity. Rather than offering complex, multi-step routines, it focuses on minimalist skincare essentials designed to deliver visible results with a streamlined set of products. This reflects a broader shift in beauty culture toward more practical and sustainable daily routines.

A key part of Rhode’s identity is its dermatology-informed approach, with an emphasis on skin barrier health and deep hydration. The formulations are designed to be effective yet uncomplicated, supporting long-term skin quality instead of temporary cosmetic fixes.

Finally, Rhode operates in the space of accessible entry luxury, offering a premium brand image at more attainable price points compared to traditional high-end skincare houses. This allows it to attract younger, trend-sensitive consumers who want luxury aesthetics without extreme exclusivity.

Rhode is primarily built for a young, digitally native, and aesthetics-driven audience, where skincare is not only a functional routine but also part of personal identity and online self-presentation. The core demographic consists of Gen Z and younger Millennials (approximately 16–35 years old). This group has grown up in a fully digital environment where beauty standards are shaped less by traditional advertising and more by social media platforms, influencer culture, and short-form video content. For them, skincare is closely tied to visibility how skin looks on camera, in selfies, and in everyday digital expression.

Finally, Rhode attracts consumers who value brand identity and lifestyle association as much as product performance. For this audience, skincare is not just about ingredients or results, but also about belonging to a certain aesthetic and cultural space. Owning and using Rhode products signals alignment with a specific visual language minimalism, modern luxury, and curated digital aesthetics.

A key pillar of Rhode’s public presence is Instagram, which functions as the brand’s main «visual identity hub.» The content here is highly curated and editorial-like, resembling a luxury mood board rather than a standard product catalog. Every post reinforces a consistent aesthetic: minimal backgrounds, soft lighting, dewy skin textures, and close-up product shots. Instagram is used less for direct selling and more for building a recognizable and aspirational brand world.

On TikTok, Rhode shifts into a more dynamic and trend-driven communication style. Here, the brand engages with viral skincare culture, including«get ready with me» videos, product application routines, and user-generated content.

From a PR strategy perspective, Rhode relies heavily on product drops, scarcity marketing, and experiential activations. New launches are often framed as highly anticipated «events» generating urgency and online conversation. Limited availability and restocks contribute to sustained hype cycles rather than traditional long-term ad campaigns.

In addition, the brand frequently uses pop-up experiences and immersive retail spaces. These events are designed as highly aesthetic, Instagram-ready environments that encourage visitors to create and share content. As a result, each physical activation doubles as both a retail experience and a media-generating campaign.

Main idea: The theory argues that audiences are active participants who deliberately choose media content to satisfy specific needs rather than passively consuming information. Key audience needs: -Information seeking -Entertainment -Personal identity -Social interaction Relevance to Rhode: Rhode’s social media content provides skincare information, promotes a desirable lifestyle aesthetic, encourages audience engagement, and creates opportunities for social interaction among followers. Why we use this theory: It helps explain why consumers engage with Rhode’s Instagram and TikTok content and what gratifications they receive from interacting with the brand.

Main idea: Effective public relations should be based on dialogue and relationship-building rather than one-way communication. Organizations should encourage interaction and maintain ongoing conversations with their audiences. Core principles: -Mutual communication -Audience engagement -Feedback exchange -Relationship building Relevance to Rhode: Rhode actively communicates with followers through comments, reposts user-generated content, and encourages audience participation across social media platforms. Why we use this theory: It helps evaluate how Rhode creates and maintains relationships with its consumers through two-way digital communication.

According to the Uses and Gratifications Theory, consumers actively seek content that satisfies their informational needs. Rhode’s educational posts provide practical skincare knowledge, helping followers make informed purchasing decisions. This type of content enhances the brand’s credibility and positions Rhode as a reliable source of skincare information.

Theoretical connection: By fulfilling the audience’s need for useful and practical knowledge, Rhode increases engagement and builds trust, aligning with the theory’s focus on active media use for specific gratifications.

Rhode’s content promotes an aspirational lifestyle and a specific beauty ideal. Followers engage with this content not only for information but also for personal identity formation. Consumers may associate themselves with the values and image represented by the brand, incorporating them into their self‑presentation online.

Theoretical connection: The brand successfully fulfills emotional and symbolic needs, which encourages continued engagement with its social media platforms. This reflects the theory’s emphasis on media use for identity reinforcement and social integration.

By featuring an influencer with professional expertise in its official feed, Rhode transforms one‑way promotion into a dialogue-driven narrative. This strategy goes beyond simple endorsement: it positions the brand as a facilitator of expert-led conversations, inviting the audience to engage with credible, science‑backed information.

Theoretical connection: This approach aligns with the core tenets of the Dialogic Theory of Public Relations (Kent & Taylor, 1998). It moves away from monologic, promotional messaging toward a participatory model where the audience’s voice matters. The brand acts as a curator of dialogue rather than a broadcaster of messages. By amplifying professional voices and facilitating Q&A, Rhode creates an open communication space where trust is built through expertise, transparency, and responsiveness. This strengthens long‑term relationships, as followers feel heard, informed, and part of a knowledgeable community.

The analysis of Rhode’s brand strategy through the Uses and Gratifications Theory and the Dialogic Theory of Public Relations reveals a highly effective, dual‑layered approach to audience engagement. Uses and Gratifications perspective: Rhode successfully satisfies multiple audience needs: information seeking (via educational content about ingredients and routines), personal identity (by promoting the «clean girl» and «glassy skin» aesthetics that users aspire to emulate), entertainment (through polished, visually appealing content on Instagram and TikTok), social interaction (by encouraging comments, shares, and participation in beauty trends).

This drives active media consumption: users don’t just view Rhode’s content they seek it out to inform, inspire, and connect. Dialogic Theory perspective: Rhode moves beyond one‑way promotion to build genuine relationships: facilitates mutual communication (responds to comments, hosts Q&A sessions), fosters community building (through user‑generated content, pop‑up events, and shared aesthetic values), enables audience participation (reposts customer content, invites feedback, leverages influencer collaborations to amplify diverse voices), builds trust and transparency (features professional expertise).

Key synergy: Rhode’s success lies in the intersection of these theories. It delivers gratifying content that users actively choose and creates a participatory space where they feel heard and valued. This dual focus on satisfying individual needs and fostering collective dialogue strengthens brand loyalty, drives organic reach, and positions Rhode as both an authority and a relatable partner in skincare.

Rhode exemplifies modern digital branding: a premium yet accessible identity built on science‑backed simplicity, amplified by social media aesthetics and sustained through dialogue. This model effectively resonates with its core audience (Gen Z and younger Millennials) and sets a benchmark for lifestyle brands in the digital age.

Meta* (the organization’s activities are prohibited in the Russian Federation). Instagram* is a product of Meta, a company recognized as an extremist organization in Russia.