rhode — Apple

Glaze Lip Tint

Launch

Meet me in the Big Apple

Beauty consumers are increasingly drawn to products that feel experiential, nostalgic, and culturally relevant. The most successful launches are not just product drops but moments that tap into emotion, place, and memory.

Concept — “Candy Apple”

A high-gloss, red beauty moment inspired by the shine, color, and indulgence of a classic candy apple.

The campaign introduces Apple Glaze, a peptide lip tint designed to mirror the rich, lacquered finish of a candy apple, paired with the Candy Apple Blush for a cohesive, flushed look. Set in New York City, the campaign blends street culture with elevated minimalism, positioning rhode as both effortless and iconic.

New York City, “the Big Apple,” holds iconic cultural weight, making it the perfect backdrop to introduce a bold, glossy red lip that feels both timeless and modern. By connecting product to place and nostalgia, rhode can turn a simple lip tint into a cultural moment.

Creative Direction

  • Shot across New York City in recognizable, high-energy locations

  • Glossy, reflective textures inspired by candy coatings

  • Minimal styling to keep focus on skin, color, and shine

  • Red as the dominant visual language across all assets

  • Editorial meets street-style aesthetic

Meet me in the Big Apple

Rollout Strategy

Tease (Pre-Launch)

  • Close-up visuals of glossy red textures without revealing the product

  • NYC-focused content hinting at “something coming to the Big Apple”

  • Influencer seeding with cryptic red-themed packages

Launch (Cultural Moment)

  • Campaign film and visuals released across digital platforms

  • Candy apple pop-up activation goes live in NYC

  • Creator and influencer attendance to drive real-time content

  • Paid media amplifying the launch and Sephora availability

Amplification (Post-Launch)

  • User-generated content from pop-up visitors

  • Tutorials pairing Apple Glaze with Candy Apple Blush

  • Continued NYC storytelling to reinforce cultural positioning

Measurement Framework

Awareness

  • Social reach, impressions, and campaign visibility

  • Press and influencer coverage

Engagement

  • Social interactions, shares, and content saves

  • Pop-up foot traffic and participation rates

Conversion

  • Sales of Apple Glaze lip tint and Candy Apple Blush

  • Online conversion rates driven by campaign content

Cultural Impact

  • Volume of user-generated content

  • Brand mentions and organic conversation around the launch

Physical Brand Touchpoint — Candy Apple Stand Pop-Up

A rhode-branded candy apple stand placed in high-traffic NYC locations.

  • Real candy apples alongside product testers

  • “Apple Glaze” lip tint sampling integrated into the experience

  • Mirror stations for on-the-spot application and sharing

  • Clean, minimal rhode branding contrasted with nostalgic visuals

  • Designed for social capture and organic content creation

  • The “Candy Apple” campaign transforms the launch of Apple Glaze into a cultural moment rooted in place, nostalgia, and sensory appeal. By anchoring the campaign in New York City and bringing it to life through an interactive candy apple pop-up, rhode bridges product and experience, creating a launch that is both visually iconic and socially driven.