Butter Yellow Is Dead: What Rhode’s Latest Campaign Really Means for Brand Strategy

Rhode’s recent release of Lemontini, a limited-edition, lemon-scented, sheer gold lip tint, is a campaign built with remarkable visual discipline. The success of this launch doesn’t rest on volume or variety. It’s the result of tightly integrated product design, creative direction, and platform fluency.

It really is beautiful marketing, almost flawless. But there's one area we feel it falls short. What is nails in execution, it arguably overlooks in substance. We break this down below.

Let us first look at why this campaign works:

Product as Campaign Anchor

The product itself was the campaign. Rather than releasing a new collection or multiple SKUs, Rhode centred everything around one item. This allowed for complete creative alignment. The packaging, shade, scent, and finish were all informed by one central concept: citrus. Every execution tied back to it, from props to palette.

This level of product focus reduces complexity and sharpens message clarity. When a campaign is built around a single, confident idea, marketing becomes about reinforcement rather than explanation.

Platform-First Creative Thinking

This campaign was designed for visual culture. Every creative decision appears optimised for performance platforms such as Instagram and TikTok.

The belly chain (not available to purchase) serves no functional purpose, but has immense visual value. It generated conversation, virality, and a distinct memory hook.

This shows an understanding of modern attention economies: the product experience begins before purchase. If the visual language doesn’t resonate online, the product won’t enter the cultural conversation. Rhode understands this and designs accordingly.

Cohesive Brand Worldbuilding

What Rhode executed particularly well was brand worldbuilding. Mallorca wasn’t just a backdrop, it was part of the narrative. Styling choices (slicked hair, sculptural swimwear, minimal jewellery) weren’t random. They extended the product tone into lifestyle associations, crafting an aspirational universe around a £16 lip tint.

This worldbuilding turns a single product into a full experience. It invites consumers to participate in a curated mood, not just buy a functional item.

Where it falls short (don't shoot the messenger):

While the visual direction is strong, the campaign somewhat lacks educational depth. There’s limited storytelling around the formula.

What’s new? Why has the texture changed? How does it perform on different skin tones? Where does it fit within the broader product range?

We don’t hear about the ingredients, wearability, or real-world use. The focus stays firmly on the mood, not the method.

This may be deliberate. Beauty is a highly visual category where aspirational aesthetics often drive initial interest. But the absence of a functional or scientific narrative creates a gap, especially as consumers become more informed and ingredient-aware. When everything is gloss and no grit, the product risks becoming a trend piece, not a staple.

The challenge is that this kind of marketing banks on short-term impact. Without deeper storytelling or product education, the brand depends on audience loyalty and cultural momentum to carry the product forward. That’s a risk, particularly in a saturated market where competitors are pairing strong visuals with deeper technical claims and content.

Put simply, the launch gets people to want the product but gives them little to understand about it. And long-term loyalty, especially in beauty, is often built not just on how a product looks, but on how well it performs under scrutiny.

5. What Marketers Can Take Away

• Single-product campaigns can cut through if every detail supports the same idea.

• Virality often comes from design decisions, not just media spend.

• Visual consistency is not a luxury — it’s a multiplier.

• Accessories can function as strategic brand tools, even without being shoppable.

• If you want long-term loyalty, pair aesthetic control with product transparency.

Rhode didn’t reinvent beauty marketing with Lemontini. But it did remind the industry how powerful restraint, platform awareness, and world-class styling can be when they all serve the same idea.