Brand Tone

A blend of an approachable expert and a relatable friend, rhode's tone is minimalist and intentional, sensorial and evocative, authentic and transparent, and educational and empowering. It simplifies complex ideas while offering a warm, genuine connection.

Brand Values

• •Simplicity & Minimalism
• •Efficacy & Quality
• •Authenticity & Transparency
• •Accessibility
• •Social & Environmental Responsibility

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Focus on the feeling and result, using sensorial words to create emotional connection.
• •Embrace the 'Edited' Philosophy: Keep copy clean, concise, and intentional, avoiding jargon.
• •Maintain Authenticity: Write in a voice that feels like a knowledgeable and trusted friend, sharing tips and behind-the-scenes stories.
• •Connect Product to Lifestyle: Frame products as part of an effortless, aspirational lifestyle, selling a philosophy of self-care and confidence.
• •Amplify Community Voices: Integrate user-generated content and customer testimonials to build social proof and reinforce brand values.

Social Perception

Perceived as coveted, credible, and community-driven, rhode has transcended celebrity hype to be seen as genuinely effective and high-quality. It holds cult status, fostering an authentic and trusted connection by making the 'clean girl' aesthetic aspirational yet accessible.

Copy Examples

• •Your dew drop in a bottle. Calm, soothe, and hydrate for an instant glazed finish. One simple step to stronger, healthier-looking skin.
• •Your lips, but better. Sheer color, cushiony feel, and a touch of glaze. The secret to our signature glossy lip, now with a hint of tint. #rhode
• •The rhode routine for my sensitive skin days: 1. Pineapple Refresh to gently cleanse. 2. Glazing Milk to calm redness. 3. Barrier Restore Cream to lock in moisture. My edited, essentials-only rescue kit.
• •It’s back. Get your glow on. The wait is over. Your favorite essentials, including the sold-out Peptide Glazing Fluid, are back in stock. Shop the curated collection for dewy, hydrated skin. One of everything, please.
• •Think of it as a cloud-like hug for your skin. Our rich, comforting Barrier Restore Cream is packed with peptides and shea butter to comfort and repair your skin barrier. The result? Deeply hydrated, resilient, and visibly softer skin, without the greasy feel.