Rhode’s Lip Contour Campaign: A Masterclass in Beauty & Buzz

Rhode Beauty is back with another innovative release, and this time, it’s all about sculpting the perfect pout. On January 30, the brand is set to drop its highly anticipated Lip Contour called “Peptide Lip Shape,” and if Rhode’s track record is anything to go by, this launch is poised to be a major success. Not only does the product itself tap into the growing beauty trend of defining and enhancing natural features, but the promotional strategy behind it is a testament to Rhode’s ability to create campaigns that feel both nostalgic and fresh.

A Nod to the ‘90s—With a Twist

Photos: Pinterest and Rhode Skin

For this campaign, Rhode took inspiration from the iconic Versace Fall 1994 campaign, which featured Cindy Crawford and other legendary ‘90s supermodels. The re-creation of these visuals for Rhode’s Lip Contour promo is undeniably striking, but I’ll admit, I was a little thrown off at first. The metallic skirts and vibrant colors in the campaign give off more of an eyeshadow or highlighter vibe rather than something for a lip liner launch.

Photos: Rhode Skin

Given that the Peptide Lip Shape shades are more muted—leaning into browns, mauves, and other natural tones—I almost feel like a softer, more neutral aesthetic would have better complemented the product itself.

That said, Rhode has always been about blending the unexpected with the familiar, and that’s exactly what makes their campaigns so intriguing.

Tate McRae: The Perfect Face for Lip Contour

Photos: Rhode Skin

One of the smartest moves Rhode made with this launch was tapping Tate McRae as the face of the campaign. As a dancer, Tate’s artistry is centered around movement, shape, and precision—elements that align beautifully with the purpose of lip contouring. Just like a dancer uses their body to create defined, intentional shapes, this lip contour product is designed to shape and enhance the lips, making them appear fuller.

Photos: Rhode Skin

The use of dumbbells as props is also a clever nod to the campaign’s emphasis on shaping and sculpting.

Photos: Rhode Skin

Tate’s presence in this campaign is more than just a pretty face; it’s an intentional alignment of beauty and performance art. Her ability to mold and redefine space with her movements mirrors the purpose of Rhode’s Lip Contour, which aims to bring dimension and structure to the lips. It’s this level of thoughtful brand synergy that keeps Rhode feeling fresh and relevant.

A Genius Marketing Rollout

Photos: Rhode Skin

Beyond the aesthetics and celebrity endorsements, Rhode’s promotional tactics are always worth noting. Their website layout for this launch is particularly well-executed, with each shade displayed alongside videos of the product being applied. This gives consumers a real sense of how the shades look in action, eliminating the guesswork that often comes with shopping for lip products online. Seeing the liner gliding onto someone’s lips in real-time makes it easier to envision how the product will work for different skin tones and lip shapes.

Photos: Rhode Skin

Additionally, Rhode is known for its surprise-and-delight marketing approach, and this launch is no exception. They have a knack for keeping their audience on their toes, whether it’s through unexpected product accessories (like their phone case that holds the Lip Peptide Treatment) or creative PR stunts (remember the oversized bath bomb that dissolved to reveal their new Pineapple Cleanser?). In this campaign I especially loved the Rhode dumbbell weights. This not only reinforces the idea of the product being used for sculpting but also introduces an element of surprise that creates a deeper sense of engagement with their audience—everyone is always wondering, “What will Rhode do next?”

Timing is Everything

Launching in late January taps into the new year's fresh energy, when beauty lovers seek routine refreshes. Pairing this drop with the rising cultural prominence of Tate McRae only strengthens its impact. She’s quickly becoming an icon in the making, and her influence will undoubtedly help this launch reach a wider, younger audience who admires her authenticity and artistry.

Final Thoughts

Rhode’s Lip Contour release is more than just another beauty launch—it’s a perfect example of how thoughtful branding, unexpected collaborations, and strategic marketing can come together to create something special. While the campaign’s visual choices might have leaned more into a bold, colorful direction than expected for a muted lip product, it’s clear that Rhode knows exactly what they’re doing when it comes to building anticipation and delivering a compelling brand experience. The question now is—what’s Rhode going to surprise us with next?