Rhode didn’t just launch in Australia — it engineered a cultural moment
Rhode didn’t just arrive in Australia. It has managed to embed itself into the culture from day one, writes Jessica Robinson.
As someone who’s obsessed with brand and market entry strategy, the arrival of Hailey Bieber’s beauty brand Rhode in Australia stood out.
Rhode didn’t just “expand internationally.” It understood the Australian consumer, and that starts with clarity. It partnered with Mecca, a retailer that already owns deep cultural relevance in the local beauty space, and supported the launch with a local, on-the-ground agency.
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