Marketingové strategie společnosti Rhode Cosmetics

This thesis examines the marketing communication strategies of Rhode Cosmetics, a celebrity-founded beauty brand launched by Hailey Bieber in 2022 and acquired by e.l.f Beauty for one billion US dollars in May 2025. Using a qualitative case study approach, the research combines content analysis of Rhode's Instagram and TikTok activity (December 2025 – June 2026) with a consumer perception survey (n=62). The primary analytical framework used in the thesis is Kapferer's Brand Identity Prism, supported by celebrity branding, lifestyle marketing, and brand authenticity theory. The analysis reveals that consumers strongly associate the brand with its founder (mean score 4.39/5), identify TikTok as the leading discovery platform (53.2%), and most frequently describe Rhode as "effortless" (72.6%), "simple" (69.4%), and "high quality" (64.5%). The findings indicate that Rhode's identity is strategically built around Hailey Bieber's aesthetic and personal lifestyle, creating strong emotional and aspirational connections with consumers. The thesis concludes that while founder-brand alignment has been central to Rhode's fast growth, it also represents a long-term dependency risk. Particularly in the context of the e.l.f Beauty acquisition, where brand independence will become increasingly important.