Are Beauty Brands Selling You a Lifestyle Or Products? The Bold Truth Revealed
REFY's Winning Marketing Strategy and Rhode Skin’s Summer Campaign
Heyyy, missed you guys!
In the world of beauty and cosmetics, it seems like brands are focusing on selling a lifestyle, just as much as their products. Recently, we’ve seen some winner strategies from REFY and Rhode Skin that challenge do just that - sell a lifestyle.
REFY: The Art of Lifestyle Branding
REFY, founded by Jess Hunt and Jenna Meek, isn’t just pushing high-quality products; they’re curating a lifestyle. With a stunning minimalist approach and sleek packaging, REFY has captivated a massive following. But their real magic lies in their marketing strategy.
They’ve perfected their strategy on Instagram, amassing over 780,000 followers, and now they’re making waves on Pinterest. REFY’s approach is all about crafting a unified brand identity across platforms. They’re not just selling cosmetics; they’re promoting an entire lifestyle and the type of person you can become by using them.
Rhode Skin: Crafting a Summer Fantasy
Hailey Bieber’s Rhode Skin is redefining what it means to market beauty products. Their latest summer campaigns don’t just showcase lip tints and blushes—they sell an entire seasonal experience. Through vibrant visuals and strategic use of user-generated content (UGC), Rhode Skin is crafting a dreamy lifestyle that resonates deeply with their audience.
Their campaigns blend stunning imagery with authentic moments, creating a summer vibe that feels both exclusive and accessible. They’re not just pushing products; they’re inviting you to live the summer dream.
The Big Question
Are beauty brands really selling you a lifestyle rather than just products?
Well maybe two …
As a consumer do you really care about the quality of the product or the aesthetic and lifestyle associated with the brand, especially with the growth of influencer-owned beauty and cosmetic lines?
Personally, we think it’s a mix of both - they’re just as important as each other.
Without pretty, aesthetic visuals, you won’t reach your target audience and without good products you won’t retain any of your customers - one cannot live without the other.
As usual we have some key takeaways for marketers:
1. Consistency Across Platforms: Maintain a cohesive brand identity on all social media channels to reinforce your message.
2. Focus on Lifestyle: Promote the lifestyle and persona associated with your brand, not just the products.
3. Expand Strategically: Use new platforms to reach broader audiences and enhance visibility. Meet your target audience where they are!
4. Engage and Build Community: Create content that resonates with your audience to grow and engage your following.
5. Prioritise Visual Appeal: Invest in high-quality, attractive visuals to make a strong impression.
6. Inspire Aspirational Branding: Position your brand as a gateway to a desirable lifestyle to attract and retain customers.
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