The Marketing Bestie Podcast with zoeunlimited - "mean girls" always win

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Starting point is 00:00:52 Learn more at tellus.com slash online security. No one can prevent all cybercrime or identity theft. Conditions apply. How did the internet's most hated woman rebrand herself into an icon girls idolize? I've hated Haley Bieber for a very long time. Her personality is just stanky. Give off that energy where she's like, I'm like better. Haley Bieber is getting canceled. Shady behavior being girls.

Starting point is 00:01:19 Fannie Bieber! Fuck Haley! Fuck, Haley! Yes, that is me. Viral trend setting, a modeling career, and a very successful skin care company. Founder and creative director of Road, Haley Beaver! Woo! Whatever Haley Bieber does, all the girlies follow.

Starting point is 00:01:36 I'm not saying she deserved it, but I'm saying God's timing is always right. The girls would love it. We did it. We did it. It's going to sell out. It's going crazy, yeah. Before you go and purchase these products, do not use Road skincare. If there was one person who grew up on the wrong side of the internet,

Starting point is 00:02:00 it has to be Haley Bieber. Despite being born into a whole, Hollywood family married to the teenage crush of millions of young girls and on the cover of multiple notable magazines somehow there is still a way to mess everything up and become one of the most disliked woman this is one of my favorites like wow amazing I think I would love to get smacked back to Ghana yes that will only be one of the mysteries we uncovered today because the hailey beber we know today is the woman whose name makes $20 smoothies sell 40,000 times a month. Whatever nail she does becomes the mood of the season. Whatever skin care she uses goes viral.

Starting point is 00:02:43 Whatever jewelry she puts on becomes mainstream. That is the Haley Bieber effect. It's the famous Haley Bieber-esque sunglasses. I'm gonna show you how to get these loose, speechy waves. As your marketing best, who graduated top 1% UCLA business economics with a background in marketing. We're going to explore how Haley Beaver rebuilt not only a successful personal brand for herself, but also the Road Beauty Empire while being cancelled by the world. None of this was accidental.

Starting point is 00:03:23 Just in my little bag. I think the birthday cake is my favorite. By brand, I don't just mean putting your name on a gray bottle. Branding is about how your future college, future boss, future boyfriend, friend or husband sees you. And I'm creating the series to analyze pop culture girl icons from a marketing perspective because many of whom do not recognize the power of influence they have over a generation of young girls. I saw Haley Bieber go to Air One, so I'm going to Air One. We're like Haley Bieber.

Starting point is 00:04:00 And the story of Haley Bieber is relatable to women of all ages. Because even though all of us have had the experience of trying so hard to be picked to be liked when we finally accept ourselves as we are the universe gives back the same love we have for ourselves and even though haley beavers personal brand and rogkin are both growing and strong there are actually a few marketing pitfalls that i'll share in the end that could lead to the downfall of both but none of that will beat the biggest pitfall we are all prone to Because if you're online, not using a VPN is like Haley Bieber doing a cover shoot without priming her skin. It's risky.

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Starting point is 00:06:07 Haley Baldwin, before becoming Mrs. Haley Bieber, as a model socialite influencer who didn't really have a brand of her own. Okay, who's your boyfriend after Joe Jonas? Okay, when I sell my business, I want the best tax and investment advice. I want to help my kids, and I want to give back to the community. Ooh, then it's the vacation of a lifetime. I wonder if my out of office has a forever setting. An IG Private Wealth Advisor creates the clarity you need with plans that harmonize your business, your family, and your dreams.

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Starting point is 00:07:15 Concern about your gambling or that of someone close to you, call 186-3-1-2600, or visit ConX Ontario. Dot C.A. What's that? What's it? Except for being famous for all her associations. Her celebrity family, her celebrity friends, her celebrity boyfriend, then husband, for years, her entire, her entire.

Starting point is 00:07:34 higher brand was 90% tied to her then-boyfriend now husband, Justin Bieber, ever since their relationship began, which was thanks to Haley's uncle. Alec Baldwin, who casually introduced young Haley to her dream man. Now, I'm not interested in the personal relationship dramas because this is a marketing deep dive. But because a huge part of Haley Bieber's brand IP is based on all her personal relationship, relationships, we do have to mention the messy love triangle of Selena Gomez, Justin Bieber, Haley Bieber. If you grew up watching any Disney channel or listen to any girl pop music, you know that Selena Gomez was the it girl. With millions and millions of young girls who

Starting point is 00:08:21 adored her music, her looks, her personality, and later on her public relationship with Justin Beaver. Mind you, dating Justin Bieber was probably one of the most life-threatening challenges out there because hundreds and millions of teenage girls were in love with him. And as someone who went to middle school in Canada, I can attest that his face was a staple in girls' lockers. But when Selena Gomez and Justin Beaver became a couple, nobody could say anything because they were the perfect celebrity couple who shared a common teenage girl fan base for their brands and their relationship became a brand in itself.

Starting point is 00:09:01 You're very beautiful. Maybe we'd go out sometime. Okay, yeah. You've got a CD out, you've got a clothing line, you're an ambassador, right? I don't know how you have time to date Justin Bieber. What? Brother. She has very kissable cheeks. So when eight years of Jalina was no longer a thing and Haley Baldwin came into the picture,

Starting point is 00:09:25 hundreds of millions of teenage girls were ready to tear her alive because of how strong the Jolina brand was, where millions and millions of teenage girls were. girls lived vicariously through them for a young and pure first love. Haley's rise to fame had a very off-be start where she was always seen as the other women. She was rumored by many to be obsessed with Justin Bieber for years and will book whatever hotel he stayed at to just run into him. But her brand did not become the most disliked mean girl until the peak of drama surged in

Starting point is 00:10:01 There were photos that triggered this response. A few were vocal about shaming her. And this brings us back to the TikTok video. I'm not saying she deserved it, but I'm saying God's timing is always right. Haley and her friends were accused of making fun of Selena Gomez in a TikTok as Selena Gomez was facing a wave of body shame for having gained some weight in a paparazzi shot. Immediately, Haley Bieber lost one million followers, but that was just the beginning. This opened a whole can of worms spread the internet, began pulling all details together, accusing Haley of obsessively copying Selena for years.

Starting point is 00:10:40 From outfit similarities to copying the way Selena Gomez speaks in interviews, Everybody else seemed to be narrating my life for me. Why don't I put something out that is my side of the story? I was able to tell my story about who I was from my own mouth instead of people from the outside being able to tell my story for me. to the G tattoo that Selena Gomez attributed to her younger sister, Gracie. To how Haley's J tattoo looks just like the ring that Justin gave Selena Gomez years ago. Could there be some copying inspiration or just a bunch of people on the internet over-invested and analyzing other people's business?

Starting point is 00:11:20 That's an answer only Haley Beaver will know. And I don't care whose side you're on. I'm personally very tired of the media framing one woman against another. But the power of brand, as I said, is the dominant image that exists in other people's minds. And Haley Bieber at this point was far from being the girl selling out millions and millions of beauty products. She was seen as the mean girl, the other woman, the woman who is copying someone else. Not only did people not relate to her, they were literally boycotting her and her beauty brand wrote. So how in the universe was Haley Bieber able to pull an Uno reverse?

Starting point is 00:11:59 card. One. Blot. To go from the internet's most hated woman to an icon girls idolize. It's the famous Haley Bieber-esque sunglasses. To turn road from something people were throwing into their trash to an out-of-stock, hot commodity. I am actually so upset. Nothing is accidental.

Starting point is 00:12:32 The kit is sold out. Hold on, it's gone. Okay, so... That's bad? And this rebranding was a double win. First, at this point, it was clear. Whether intentional or unintentional, there was no way. Haley Bieber could out Selena, Selena Gomez.

Starting point is 00:12:48 In other words, if you brand yourself after someone else, you'd only ever be second best. A new brand was not only helpful, but necessary. And Haley Bieber began the long journey of this new rebrand, way before, the launch of Rode. As early as April 2021 when she posted this TikTok, captioned the Glaze Donut vibes, layering my skincare for that perfect dewy finish. This was no accident to the introduction of glazing much, much after the launch of Rode skin in June 2022, more than a year

Starting point is 00:13:25 after this initial TikTok, which is what I meant by a brand cannot be built in a day. It wasn't long that the Kardashians dictated nearly every beauty trend catered towards a lot of contour, high glam, and spun up their own beauty businesses alongside them. And it was genius for Haley Bieber to time her very own reverse trend, the clean girl aesthetic, that perfectly aligned with the Genzi market's desire to not conform to standards, with minimal makeup and a focus on the natural glow of the skin. As the trend begins to pick up, No one can call Haley Bieber a copycat again. The image ingrained in people's minds as the Clean Girl trend is now Haley Bieber.

Starting point is 00:14:12 And because she's done it once, now she's able to build up this reputation of being a trendsetter. She invented glazing, she invented the lip gloss phone case. She became the vanilla girl and the skin influencer. The rebranding of Haley's Clean Girl look to focus on her skin made the whole Road brand launch seemed so natural and authentic. I have no doubt that it took years of planning ahead, but it was worth it. The trust people have with Haley and skincare grew over the years of careful media planning. And the bonus of the slow and steady transition into a skin influencer is that it finally

Starting point is 00:14:52 gave Haley Bieber's personal brand a purpose. For the longest time, people only knew Haley because of the famous people she was associated but they didn't know what she stood for. And now, as she is gaining the new light of being a trendsetter, the allegations of her being an obsessive copycat of Selena Gomez will fade out. And it was the best move to call her beauty line, road skin, instead of Beaver or something, because now she is seen as her own brand, as opposed to a side branch of the Beaver conglomerate. And for the first time, she has the spotlight of her own.

Starting point is 00:15:30 own and Justin misstep me in the background. As opposed to her always being inside or background character prior to launching Road. What up Jay? What up Justin? Good morning, Justin. Second, the rebrand of Haley Bieber and the launch of Road really hit the right spot in the Genzi market, which cares about the brand messaging more than finding the bang for the buck product. In addition to hitting the right spot for a demand of the market, which cares about the brand.

Starting point is 00:16:00 for clean beauty, Road was one of the first brands to speak out against the overturning of Roe versus Wade on Instagram. And its charitable arm, the Rhodes Futures Foundation, works to help dismantle barriers that women face and support their long-term goals. In other words, just like a person, if the actions of a brand aligns with you, you will grow to like it more. And despite the prior label people put on Haley Bieber as the privileged mean girl, the brand identity of Rhodeskin as the girl's girl in the Genzy market helped the face of its brand, Haley Bieber, become associated with that image as well. This is one of the few cases where the brand launch was so successful

Starting point is 00:16:39 that its positive associations with its key person actually elevated their personal brand. Obviously, this could easily go both ways, as it happened before that the major alleged body-shamy scandal of Haley Bieber in 2023 caused a huge blow to road. This is so boring. Bye. All in all, these days, a solid product is not enough to be a brand. A brand that resonates with a Gen Z market needs to have a personality and identity.

Starting point is 00:17:10 And Road has that. So much so that Miss Haley Beaver benefited from its halo effect to rise above the ashes of cancellation to the head of Gen Z culture. Before we talk about a sneaky tactic that Haley Beaver and Rosekin used to blow up their beauty. and skincare products. Let us talk about the Haley Bieber effect for a moment. Because it seems at the moment, whatever she touches turns into gold. It's almost a loop of positive reinforcement

Starting point is 00:17:38 and is such a powerful marketing engine. But something she did right was to begin with one singular focus, the skin. With a curation of quote-unquote realness, but mixed with flawlessness, people began building a parisocial relationship with Haley as she shares more of her, vulnerable moments of being cyber-volyed, moments when her skin doesn't look

Starting point is 00:18:00 airbrush perfect. And this connection builds real influence. Starting from the skin when Haley Bieber showed her using the MediCube device and because her skin looks so good, the whole internet was sold, including me and that became the number one Korean skincare device. Obviously this glowy skin also helped road past the $10 million sales mark after just 11 days of selling. Then the The attention began expanding to her nails, which began the glazed donut nail trend. What a good ad for her glazed skin line. Then whatever she was wearing.

Starting point is 00:18:34 For instance, having Mayhem jewelry becomes a staple style. That is the multiplier effect of a successful brand. Haley Bieber and now possesses the power of both a certain degree of relatability and also the aspiration of being the it girl. This double win success was further amplified by a tactic called sensory. marketing where the extremely detailed graphic visual of food and roads marketing campaigns heightens the appeal of the product and of course haley beaver herself the copywriting was strong words like glazed juicy hydrated resonated visually creating a strong association with the products sensory marketing has been used by marketers to create subconscious cues that profoundly influenced

Starting point is 00:19:22 the way consumers perceive the concrete properties of products like you using French toast, strawberries, glazed donuts, peaches, to trigger dopamine responses, reinforcing Rhodes' product appeal, which is common practice in cosmetics as seen in some of my go-to brands, like Tooface and LaNage. Which is why the Krispy Cream and Irrown Food Collabs were extremely successful campaigns by associating the pleasant sensations of smell, taste, colors

Starting point is 00:19:51 of some of the most popular foods with the makeup and Haley herself. The boring gray packaging of the original skincare line set the stage for Rhodes expansion into color cosmetics. The intentional focus on ingredients rather than packaging communicated the core brand value of simplicity and quality. Both setting road apart in the market and becomes part of Haley Bieber's personal brand identity. Thus, this is where several pitfalls of the brand of Rode and Haley Bieber herself could occur, if not addressed properly. First, as an industry leader in the clean beauty business, Road has been overlooking a small but prominent crowd of users who are allergic to their products containing nuts and seed oils.

Starting point is 00:20:36 In addition, their products are, quote, manufacture in a facility that also processes products that contain nuts, so there is a possibility of cross-contamination, including tree nuts. As a skincare brand that is formulated to be, quote-unquote, suitable for all skin types, the allergens shouldn't be hidden in an FAQ page somewhere, but made more readily available so consumers won't have to go through insane allergic reactions. I bought the Haley Beaver skincare kit, and it turns out they do not

Starting point is 00:21:06 explicitly say that there is a tree nut oil in it and I am allergic to tree nuts. Five minutes after putting on the lip treatment, this happened in my face. It surprises me that despite their brand value of simplicity and quality, they didn't formulate their products to be hypoallergenic. Road lip ruined my life. Or my lips. Because their main market, the US, has nearly one in three adults with some forms of allergies and sensitivities, which not only limits their market size by at least 30%, but also creates customer dissatisfaction and distrust in the brand. Second, it's only a matter of time when the internet realizes again that the Relatibility brand of Haley Bieber is a carefully curated version of authenticity, which there is nothing wrong with.

Starting point is 00:21:54 But eventually, the market for the dream of effortless natural beauty will fatigue. I don't want to disappoint you guys. Haley Bieber is making this so hard for us. And there needs to be a new appeal of Haley Bieber to resonate with the market again in order for her to remain a trendsetter. Or steer only towards the aspirational and unattainable route of celebrity status, which will lose loyalty in the Gen Z market, but, could appeal to an alternative market.

Starting point is 00:22:27 Third, the brand image of Haley Beaver is about to shift again as she is stepping into a new role of a soon-to-be mother. Although many suspect this to be PR gold for Justin Bieber, launching any baby-related products in road skin, like a road diaper cream, should be something to hold off for at least another several years. A, because people are not used to the brand of Haley Beaver being a mother yet, it will come across inauthentic.

Starting point is 00:22:53 And B, because like, Kylie Jenner. Haley's audiences are not girls who can relate to the experience of motherhood yet, let alone a rich and worry-free motherhood. So take the lesson from Kylie Baby and hold off rebranding into motherhood products for the meantime. Although a new formula so gentle that even new mothers could use safely without worries on their sensitive skin, could be something interesting to look into. With that, I have a lot of respect for the long-term mindset of Haley Beaver and the patience she had.

Starting point is 00:23:24 for taking the time to develop a quality brand for herself and for a road. There is something we could all learn. From how quickly she recovered from being the internet's most hated woman, to the icon creating new trends. And it all started from stopping to chase for the love and acceptance to becoming so freely and uniquely herself that became irresistible to the world. Let me know if you think, Haley Beaver's rebrand was successful and comment below which pop culture girl icon we

Starting point is 00:23:59 shall analyze next through the marketing perspective. Don't forget to click the description link for the special CyberGhost VPN discount. Stay safe with your data online and unblock any content on the internet. It's only $2.3.3 a month with 45 days money back guarantee, so you have nothing to lose. This is your marketing bestie, Zoe Unlimited. Share this video for Impact and I will see you next week. People feel it in their paychecks, their communities, their futures. What does this mean for individuals, communities, and businesses across the country? Join business leaders, policymakers, and influencers for CGs' national series on the Canadian Standard of Living, Productivity and Innovation.

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The Marketing Bestie Podcast with zoeunlimited - "mean girls" always win

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