— The Big Idea
Campaign Overview
Rhode's first-ever summer product drop — three fruit, vegetable & coconut-powered formulas that mirror the smoothies Gen Z is already drinking. The campaign bridges real smoothie culture with ingredient-led skincare through city pop-ups in LA, NYC & Miami.
Product Launch
3 new summer SKUs fruit, veg & coconut heroes
City Activations
Smoothie bar collabs in LA, NYC & Miami
Social Amplification
Gen Z-first TikTok & Instagram campaign
Target Audience
Who We're Talking To
The Glow-Getter
Gen Z · Ages 18–24
- · Wellness-obsessed: skin, gut & mental health
- · Discovers beauty via TikTok & Instagram
- · Values clean, ingredient-led formulas
- · SPF is non-negotiable in their routine
- · Smoothies are a lifestyle staple
of Gen Z discover beauty via social media
Gen Z beauty spend projected by 2026
more likely to buy wellness-positioned beauty
Garden Dew
Serum
Hero Ingredients
Cucumber Extract
Hyaluronic Acid
Niacinamide
Smoothie Pairing
Skin Benefit
Deeply Hydrated. Glass Skin Glow.
24-HR Hydration
Hyaluronic acid draws moisture deep into the skin barrier all day long.
Pore-Blurring
Cucumber extract calms redness and visibly minimizes pores.
Glow Booster
Niacinamide brightens and evens skin tone with continued use.
Campaign Talent Concept
Kendall Jenner × Hailey Bieber
Leaning into Kendall's viral cucumber moment for a playful, Gen Z-native campaign.
"She couldn't cut it. We bottled it."
Campaign tagline · Garden Dew Serum
Glow Guard
SPF 50 serum
Hero Ingredients
Mango Butter
Mineral SPF 50
Vitamin C
Smoothie Pairing
Skin Benefit
Protected. Never Chalky.
Mineral SPF 50
Broad-spectrum zinc oxide formula. No white cast — blends seamlessly.
Mango Butter Nourish
Melts into skin for a dewy, non-greasy summer finish.
Vitamin C Radiance
Antioxidant protection that fights free radicals while you glow.
Hydra Coco
Cream
Hero Ingredients
Coconut Water
Ceramides
Aloe Vera
Smoothie Pairing
Skin Benefit
Quenched. Island-Soft Skin.
Coconut Water Hydration
Electrolyte-rich coconut water floods skin with lightweight moisture.
Ceramide Barrier Repair
Strengthens the skin's protective barrier against summer stressors.
Aloe Cooling
Instantly calms sun-exposed skin for a refreshed, plump finish.
Brand Collaboration
The Smoothie Collab
Rhode partners with curated wellness smoothie bars across three cities — each bar serves a co-branded limited-edition drink inspired by a Sip Collection hero ingredient.
Health Capital
- West Hollywood or Silver Lake wellness bar.
- Serve 'The Garden Flush' green smoothie.
- In-store Garden Dew Serum samples at checkout.
Fashion & Culture
- Lower East Side or SoHo juice bar.
- Serve 'The Golden Sip' mango citrus blend.
- Pop-up mirror photo wall with Rhode branding.
Sun & Glow
- Wynwood or Brickell smoothie spot.
- Serve 'The Coco Drift' coconut agua fresca.
- Golden-hour outdoor activation + influencer day.
Next Stop
The Tour
Next Stop
LA
× Erewhon
West Hollywood & Silver Lake locations
Redeem your token at the Erewhon Tonic Bar.
Next Stop
NYC
× Juice Press
SoHo & Lower East Side locations
Redeem your token at Juice Press checkout.
Next Stop
Miami
× Pura Vida Miami
Wynwood & Brickell locations
Redeem your token at any Pura Vida Miami location.
Token GWP
Customer Journey
Two phases. Two touchpoints. One campaign that moves product online and in-store.
rhodeskin.com · Digital Token
Customer buys any Sip Collection product online → unique QR code token delivered in order confirmation email → screenshot & show at partner bar → one free smoothie of choice.
Valid 30 days. One token per product.
Sephora In-Store · Physical Token Coin
Collectible matte cream rhodeskin-branded coin slipped into a branded envelope at the register — first 48 hours of in-store launch only.
Limited. Exclusive. Collectible.
Why It Works
Digital token drives online sales & website traffic first. Physical coin creates urgency, exclusivity & a TikTok-worthy collectible moment in-store.
Two media cycles. One campaign.
Digital Token · Email
What lands in your inbox
Every Sip Collection purchase triggers this order confirmation email — complete with the unique QR token redeemable at any partner smoothie bar.
Rhode Skin
rhode
Order Confirmed
Sip on us, Emi.
Your Garden Dew Serum is on its way. You've earned a free smoothie token — redeemable at our partner locations in LA, NYC & Miami.
Your order
Garden Dew Serum
Cucumber · Hyaluronic Acid · Niacinamide
$38.00
+ Smoothie Token GWP
Free
Your smoothie token
Valid 30 days
Sip it. Smooth it. Glow.
rhodeskin.com · #DrinkYourSkincare
cucumber, hyaluronic acid & coconut water.
mango, vitamin C & ginger blend.
coconut water, aloe & sea moss.
Social Strategy
Content Playbook
TikTok · Primary Platform
- ·"Drink vs. Skincare" split-screen trend videos
- ·"GRWM + my morning smoothie" routine series
- ·Ingredient reveal duets with wellness creators
- ·#DrinkYourSkincare challenge — 3M+ target views
Instagram · Visual Authority
- ·Product + matching smoothie aesthetic flat-lays
- ·City activation Reels from all 3 smoothie bars
- ·Micro-influencer collabs (50K–500K following)
- ·Story series: 'Ingredient of the Week'
Campaign Hashtags
#DrinkYourSkincare
#RhodeSipCollection
#GlowFromTheInside
#RhodeXSmoothie
Launch KPIs
- ·5M impressions in first 30 days
- ·500K+ UGC posts under campaign hashtag
- ·150K product page visits
- ·25K units sold — Month 1
Launch Plan
12-Week Campaign Timeline
Weeks 1–3
Tease
- ·Ingredient reveal content on TikTok
- ·"Something's brewing" teaser posts
- ·Influencer seeding: smoothie + product kits
Weeks 4–6
Launch
- ·Products drop on rhodeskin.com
- ·Smoothie bar activations open: LA, NYC, Miami
- ·Press & influencer coverage blitz
Weeks 7–9
Amplify
- ·#DrinkYourSkincare UGC challenge goes live
- ·Paid social targeting wellness audiences
- ·Mid-campaign PR + earned media push
Weeks 10–12
Sustain
- ·Analytics & results review
- ·Community content reposts & highlights
- ·Tease next Sip Collection drop
Investment & Impact
Budget Overview & Success Metrics
$280K
Total Budget
estimated campaign spend
12M+
Est. Reach
total campaign impressions
4.2x
Target ROI
blended return on spend
45K
New Customers
first-time Rhode buyers
Ready to make your skin glow from the inside out?
Sip it. Smooth it. Glow.
Campaign concept developed by Emilia · Marketing Portfolio · 2025
Campaign imagery generated with Adobe Firefly AI
This is a student portfolio project created for educational purposes only. It is not affiliated with, endorsed by, or connected to Rhode Skin or Hailey Bieber in any way.