Clarkston's retail and beauty industry expert, Sarah Covill Broyd spoke to Beauty Independent about the expected retail transition of rhode skin. See her quote below, and the full article here: https://lnkd.in/eyay-9sD
Hailey Bieber is playing perfectly into consumer trends with #Rhode. She is capitalizing on ‘#minimalbeauty,’ a trend that she helped drive with her own look. In addition to the minimalist look, her #minimalist packaging aligns with the overall feel of the brand. Further building on that minimalism, she carefully crafts her ingredients and creates transparency with the products on her website.
Her brand’s price points and target audience suggest that the brand will do better at a higher price point in retail. From a brick-and-mortar perspective, Sephora will align better from a shopper and brand positioning standpoint than Ulta, which tends to carry a wider product variety and lower price point.
Bieber has driven interest and excitement through social media about her brand, and the anticipation of a broader #launch is growing. But, should she go into retail right away? Maybe not. Her platform and her ability to influence is substantial. Her self-image and brand carry enough weight to continue to drive consumers to a website and sell direct to consumer in the short term.
Fully launching into #retail, with high anticipation, but without clear supply and demand signals, brings a lot of risk. If out of stocks occur early, younger in-store shoppers may grow impatient and buy another brand while in store.
I’d personally use Bieber’s website as a test ground to launch her portfolio of products to see which ones are most popular and to stabilize supply and demand. She has an opportunity to continue to drive engagement on her website and then promote a second launch once the company is more mature and stable enough to go into retail. In addition to building strong relationships with her consumers, she will build better relationships with #retailers when getting on (and staying on) the shelf.
#beautyindustry #skincareindustry #beauty #skincare
![What Retailer Should Rhode Choose?]()
What Retailer Should Rhode Choose?
https://www.beautyindependent.com
