This week, Hailey Bieber made a big move into the beauty industry by expanding her brand, Rhode, with the launch of Pocket Blush. Known for her ability to anticipate her audience’s desires, Hailey has once again created lots of buzz. Her campaign for Pocket Blush isn’t just about telling us why we need it, it’s a perfect example of a brand utilizing “show it, don’t say it” in their marketing efforts. 

Instead of bombarding us with generic slogans or descriptions, the Pocket Blush campaign captures the product's essence through visuals that speak for themselves. Influencers in the campaign apply their blush while on the go (many were seen making Tik Tok’s applying it in their cars). This clever move highlights Pocket Blush’s compact size, portability, and efficiency for quick touch-ups. It’s a brilliant way to convey that this blush is designed for the modern, busy individual who needs beauty solutions that fit seamlessly into their day.

But the campaign goes a step further in emphasizing the product’s travel-friendly design. By creatively featuring models appearing smaller than the blush itself in ads, Rhode shows just how compact and convenient the product is. These graphics all over social emphasize that Pocket Blush is not just a beauty product, but makeup that’s as easy to carry as it is to use.

The Pocket Blush campaign serves as a reminder that showing a product in action can most times be more compelling to one’s audience, than just describing its features or needs. As we look at Rhode's campaign, it’s clear that Hailey is not just selling a blush; she’s selling a lifestyle—a blend of beauty, convenience, and modernity. And in doing so, she’s set a new standard for how brands can authentically connect with their audience.

Although this campaign was executed pretty perfectly, here’s what I would do differently if I was the PR team leading the launch:

• Because this product is all about being convenient, easily-accessible, and easily packable for on-the-go-use, I would recommend to differentiate each blush color’s packaging. For example, on each shade, I’d make the bottom of the blush that color to keep the aesthetic, but make it even easier and more practical especially if someone has multiple shades in their makeup bag.

• Play on the blushes being “pocket-sized” by incorporating a Polly Pocket/ doll element into this campaign instead of just influencers. For this the ideal candidate that comes to mind is Bratz. They’ve been on the rise this year with their social content and notable collaborations (one being with Oh Polly) and since the have a good social following and it makes sense because the blush is so tiny, there could be some cool graphics between the two. Plus, Rhode doesn’t do very many collaborations with other brands, so if executed well, this would bring in even more buzz than just utilizing influencers.