This case study explores Rhode Beauty as more than a skincare brand, it analyzes it as a cultural object of desire. Through the lenses of neuromarketing, affect theory, and visual semiotics, I unpack how Hailey Bieber’s brand leverages sweetness, softness, whiteness, and exclusivity to construct aspirational value in the beauty industry.

Blending critical theory with brand storytelling, the piece examines how Rhode transforms minimal aesthetics and gourmand motifs into a sensory experience that sells not function, but feeling. The result is an in-depth analysis of how emotional branding, social proof, and curated femininity converge into a powerful marketing ecosystem.

This work exemplifies my approach to brand storytelling: connecting cultural analysis with strategy to surface insights that are as intellectually rigorous as they are creatively resonant.