SWOT analysis- Rhode Skin By Hailey Bieber
Strengths
Rhode Skin is a newly founded beauty brand by Hailey Bieber, an American model, and wife of
Justin Bieber. Leveraging her well-known name and influence in the beauty and fashion world, Rhode
has built a strong brand name. Positive associations with Hailey Bieber translate to her brand,
creating credibility. Beyond the established brand name, Rhode collaborates with highly popular
celebrities and influencers who vouch for the products and attract their own fans to Rhode. For
instance, recently, Rhode launched a marketing collaboration with Tate McRae, a highly influential
pop star. Showcasing such celebrations on Rhode’s website and social media creates a buzz around
the brand. Lastly, Rhode’s well-designed site creates an enjoyable customer experience. The site’s
design is minimalist, visually pleasing, and easy to understand. Product descriptions include
ingredients, application instructions, benefits, statistics, and customer reviews. Rhode’s transparency
gives them a competitive advantage in e-commerce.
Weaknesses
Despite the strengths, various weaknesses in Rhode’s brand are still present. One major
weakness is Rhode’s narrow product range. The makeup products consist of three products: a blush, a
gloss, and a lip liner. Likewise, the skin line also only consists of three products: a moisturizer, an
essence, and a cleanser. Compared to competitors, Rhode lacks versatility. Additionally, Rhode
struggles with availability issues. Oftentimes, products on the website are sold out for long periods,
leading to customer disappointment. Furthermore, Rhode does not offer in-person purchasing
options. Major retailers such as Sephora and Ulta do not carry Rhode in their stores. Lastly, Rhode has
global expansion limitations. Rhode only ships to a few countries outside of the USA, leaving
international customers unable to access any products. This hinders Rhode’s ability to compete on a
global level.
Opportunities
Rhode is well positioned in the rapid growth of the beauty world. The rapid growth of the
beauty industry popularized the “clean girl” aesthetic. This term refers to minimalistic and effortless
beauty. Rhode’s branding and products perfectly align with the newly coined trend, which customers
prefer. This gives Rhode further opportunities for establishing and growing. Furthermore, currently,
many customers are looking for eco-friendly beauty. This perfectly aligns with Rhode’s environmental
values. Rhode uses post-consumer recycled materials for their packaging, provides recycling services,
and uses clean, cruelty-free ingredients.
Threats
Rhode faces huge competition with already well-established beauty brands such as Dior, MAC,
and L’Oréal. Consumers are more inclined to trust long-standing beauty giants with strong brand
names that are recognizable to the average consumer. Moreover, due to rising inflation, customer
habits are changing. Buyers are more likely to opt for affordable drugstore brands rather than highend products. Lastly, there is an increase in international government regulations, creating obstacles
to global expansion. This creates numerous challenges for international market expansion, slowing
down the brand’s growth, and limiting accessibility for the international audience.