Hailey Bieber’s Rhode phone case: Buzzy beauty turns to lifestyle for longevity

By Alessandro Carrara | Published: 20-Feb-2024

By broadening their offering and moving towards becoming a lifestyle brand, can beauty businesses better protect themselves for the future?

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Hailey Bieber has once again made headlines this week, this time for revealing a new iPhone case capable of holding her brand’s peptide lip tint or treatment.

Much of the online discourse is focused on the case’s ‘vulva-esque’ design, but the launch hints at a new strategy beauty brands may be exploring to secure longevity for their business.

The longer a brand exists, the more challenges it will eventually face.

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