Iolita, Sofia (A.A. 2024/2025) Digital marketing strategies and success on social media: the case of Rhode Skin. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 63. [Bachelor's Degree Thesis]

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Abstract/Index

The phenomenon of celebrity brands in the beauty and skincare sector. Why do many celebrities create cosmetics brands? Risks and opportunities of the business model. Rhode Skin in the context of celebrity brands. Marketing strategies of Rhode Skin. Branding and positioning: minimalism in packaging and design, clean beauty and accessible luxury. Communication strategies: Haylie Bieber as a spokesperson, personal branding, collaborations with media, interviews and public appearances. Campaigns related to the world of food. Digital marketing strategies of Rhode Skin. Social media marketing: the use of Instagram and TikTok to create engagement and hype, influencer marketing and strategic collaborations, virality of content and UGC strategy. Distribution: from a DTC model and exclusivity management to a B2B model. Digital advertising e SEO: TikTok and Instagram Ads campaigns, SEO and content optimization for visibility. Analysis of success and comparison with other celebrity beauty brands. Key success factors of Rhode Skin. Comparison with other celebrity brands (Fenty Beauty, Rare Beauty and Kylie Cosmetics). Rhode Skin’s success.

References

Bibliografia e sitografia: pp. 61-64.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Management (L-18)
Chair:	Marketing
Thesis Supervisor:	Devetag, Maria Giovanna
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	14 May 2026 06:57
Last Modified:	14 May 2026 06:57
URI:	https://tesi.luiss.it/id/eprint/45705

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