Rhode Beauty x Elf
Synopsis
Your Rhode to Healthy Skin” is a strategic marketing and UX campaign created to integrate rhode into e.l.f. Beauty’s bold and inclusive brand universe following its acquisition. The campaign is grounded in user research and introduces a refreshed digital experience that highlights personalization, intuitive design, and messaging that blends sleek minimalism with accessibility.
Goals
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Redefine rhode’s brand messaging to align with e.l.f. Beauty’s bold and inclusive identity.
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Increase digital engagement and drive online sales through personalized, user-centered experiences.
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Strengthen cross-brand visibility by integrating rhode and e.l.f. product ecosystems.
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Build trust through transparency, clean ingredients, and accessible skincare solutions.
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Deliver a streamlined, intuitive user journey supported by interactive tools and smart recommendations.
Results
User interviews and usability testing revealed insights that guided the redesigned rhode digital experience. The prototype introduced interactive features such as a shade finder, a personality quiz, smart product recommendations, and clear calls to action. Testing highlighted strong visual appeal and easy navigation. It also identified areas that require improvement, including search functionality and sub-category filters. These insights helped shape a more inclusive, intuitive, and conversion-focused platform.
Outcome & Impact
The campaign delivers a cohesive, user-centered brand integration that strengthens rhode’s presence within e.l.f. Beauty. By prioritizing accessibility, personalization, transparency, and community engagement, the campaign positions rhode as a trustworthy and effective minimalist skincare option for Gen Z and Millennial consumers. This strategy is supported by an 80-page collaborative report developed by my teammates and me, featuring in-depth analytics, statistical insights, and a high-fidelity prototype. Together, these elements demonstrate a research-driven approach that enhances digital engagement, encourages cross-brand exploration, and supports long-term customer loyalty.