Hailey Bieber’s Rhode Pop-Up, Results in Roasting Disaster

Hailey Bieber fronting Rhode’s campaign imagery.

A couple of weeks ago, Rhode launched a new Summer Collection, which was released on their website on June 9, but it sold out shortly after due to its popularity. In celebration of these new products, and to give fans an additional chance to purchase them before they are stocked at Sephora, Rhode held a pop-up tour starting on June 11 in Newport, Rhode Island. Fans flocked to the pop-up to purchase the new products and for a chance to buy limited-edition Rhode sweatshirts, which were sold exclusively at these pop-ups for $110.

On the surface, the event is seemingly simple. Rhode is going to make some profit from the event while generating hype around the new Summer Collection and handing out freebies to show appreciation to their customers. Little did everyone know that this was the start of a multitude of social media drama, with many people at the pop-up calling out Rhode for their poorly run event while sunburnt. Let’s get into it.

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What really happened on the Rhode pop-up tour?

One of the biggest complaints people raised on social media was the lack of oversight to ensure a fair and safe experience. Rhode set a cutoff of 1,000 participants for the pop-up and gave out wristbands to track how many people were present. However, one person kept turning into a group of ten, prolonging other people’s wait times and decreasing their chances of purchasing a limited-edition sweatshirt. Many people said the wristbands didn’t play a big role in stopping people from cutting in line. After the event, people reported that their total wait time was up to 10 hours, with some showing up to wait in line at 1 a.m., even though the event started at 11 a.m.

On top of that, it was near 90º Fahrenheit on the days the pop-up happened, which would have been just uncomfortable, but for many, it was a major reason it was the worst pop-up experience ever. The reason was that Rhode continuously ran out of water; the popsicles they were handing out also ran out quickly; they stopped giving out sun umbrellas because people were stealing them; and they didn’t provide enough coverings to protect their customers from the hot Rhode Island sun. Although Rhode did write on their website warning people coming to the pop-up to “...wear SPF and bring a hat or sunglasses to keep you cool and shaded.”

On the flip side, during the Rhode pop-up, Rhode also hosted a brand trip for a group of influencers where they gave out free limited-edition sweatshirts and products from the Summer Collection in addition to the PR packages influencers had received before the trip and more. Additionally, Rhode flew them out, and they met Hailey Bieber while the people who couldn’t buy a sweatshirt stuck around in hopes of meeting her due to rumors that she was just down the street. This rumor was, in fact, true, but Hailey Bieber didn’t stop by the pop-up after meeting with the influencers on the brand trip.

What was the outrage over the influencer experience?

The contrast between the sunburns and empty wallets that customers endured and the nice accommodations and free products influencers received was frustrating for many. Some people concluded that Rhode prioritizes influencers over its customers, doing the exact opposite of the intended outcome of influencer brand trips, which are meant to encourage customers not only to buy the product but also to adopt the lifestyle.

Regardless of whether this accusation is entirely true, it serves as a helpful reminder that the end goal of influencer marketing is to increase the number of long-term customers. The function of influencer marketing is to have a relatable voice promote products to people who don’t trust traditional advertising. Moreover, the relationship between an influencer and their audience is built on trust. If these influencers lose their credibility by becoming less relatable, for example, by recording their luxurious experiences on brand trips, this could defeat the whole purpose of influencer marketing.

Similarly, Rhode’s use of scarcity to create hype around their new launch and the pop-up tour serves as a warning to use these marketing strategies with caution. These scarce, limited-edition products can’t be handed out willy-nilly to influencers while neglecting their loyal customer base. Even if those influencers are a central part of the brand strategy, if distribution seems unfair, the excitement from consumers can quickly transform into resentment towards the brand, the product, and the influencers.

More on Rhode…

Nevertheless, Rhode certainly isn’t new to controversy. In previous launches, people have taken to social media to share that the Rhode Peptide Lip Tint was burning or drying out their lips. For Rhode, quality control has never been a strong suit, and this pop-up tour is no exception. As a consumer, it’s important to recognize that when buying into the hype and lifestyle, you should buy a strong product as well. As a company, it’s important to remember that building your brand is just as crucial as building your product—finding that healthy balance is what will help create a sustainable relationship between you and your customers.

So, what’s the big takeaway?

In any case, for both traditional and celebrity-owned businesses, influencer marketing is a double-edged sword. While it presents a unique marketing opportunity to appeal to a targeted audience and come across as a trustworthy recommendation rather than a sale, it can also lead to customers feeling unappreciated and overlooked. The end result may be that they begin looking at the next big thing. After all, we aren’t lacking any makeup products in today’s market.