Why the Future of Customer Experience Sounds More Like a Whisper Than a Shout
Most brands shout.
They flood your feed with flashing banners, loud influencer campaigns, pop-ups screaming “Subscribe now!”, and endless product drops. It’s overstimulation disguised as marketing.
Rhode, Hailey Bieber’s skincare brand, does the opposite. It whispers. And people lean in.
Rhode’s CX isn’t just quiet and whispering isn’t just an aesthetic choice, it’s the architecture of the entire experience, shaping flow - so let’s understand how to achieve this in three main steps!
1. Celebrate Scarcity, Don’t Exploit It
Rhode deliberately started with three products. Research shows that when consumers face too many options, they hesitate and are less likely to buy (Iyengar and Lepper, 2000). By curating tightly, Rhode offered clarity and focus from day one.
Rhode entered the top 30 global beauty brands in 2024, and the combination of quality, luxury and affordability, creates a space where customers feel included rather than priced out in a world where 46% of Gen Z live paycheck to paycheck, (Deloitte, 2022). The brand positions itself below luxury competitors while maintaining a high-end and subtle feel. This balance sets the emotional and financial tone for flow: customers arrive curious, not cautious.
Whispering isn’t silence. Rhode creates buzz through limited drops like lip treatments, phone cases, and pocket blushes teased on TikTok, selling out within hours (Brand VM) without loud countdowns. Photobooth pop-ups in New York, Toronto, and London replaced billboards with soft, shareable installations, earning attention through calm, community-driven experiences. Instead of shouting, Rhode earns attention through aesthetic, participatory moments that resonate with Gen Z’s zen, community-driven vibe.
2. Whisper Flow → Cultural Momentum
Another whisper move: strategic entry into niche, high-end markets through carefully chosen ambassadors. In 2024, Alexandra Saint Mleux, known for her quiet elegance, infused Rhode with F1’s luxe allure. Instead of loud endorsements, Rhode relies on subtle appearances and organic integration into influencer content before launching a product. Gen Z are more influenced by trusted social figures than traditional celebrities (BCG, 2023). Culture follows flow, not the other way around.
In addition to influencer culture, there’s a growing cultural shift toward calm, clean beauty, and Rhode fits right in. Searches for “fragrance free,” “skin (barrier) repair,” and “glowy” have surged (Vogue Business, 2024). Rather than broadcasting, Rhode quietly embeds these interests, listens and goes beyond: every formula is vegan and PETA-certified, with recycled packaging and low-waste production (Rhode, 2025).
This understated approach aligns with Gen Z’s focus on sustainability and affordability (Deloitte, 2022). Rhode doesn’t use loud eco-slogans; their clean formulas and thoughtful design speak softly. Shoppers don’t feel lectured, they discover Rhode’s values through texture, storytelling, and that effortless, mindful flow the brand is known for.
3. Flow: The Heart of Whisper CX
Whisper marketing isn’t about doing less, it’s about designing quiet experiences that let customers sink in. The flow is the emotional zone between drag, rush, boredom, and anxiety. It’s when the experience feels smooth and absorbing.
Architecture: Rhode’s website and socials are clean, spacious, and friction-free. No clutter. No aggressive upsells.
Materiality: Matte textures, soft tones, and elegant visuals create a tactile, mindful atmosphere.
Time & Space: Instead of constant pushes, Rhode times product drops and pop-ups deliberately, maintaining a steady rhythm between anticipation and calm.
“Simplicity reduces price sensitivity and drives positive word of mouth. ”
This is the whisper in action. Designers and artists craft the aesthetic and shape photobooth pop-ups in cities like New York and London, algorithms pace launches to create rituals, not frenzies. Rhode’s flow isn’t accidental, it’s embedded in their core.
Scaling the Whisper
In 2025, e.l.f. Beauty acquired Rhode in a $1 billion deal (AP News, 2025). Its Sephora debut became the retailer’s biggest launch ever, accounting for 40% of day-one sales (Influencer Marketing Hub, 2025). Glossier’s trajectory shows how emotional intimacy can fade when brands grow too fast (Business of Fashion, 2025; Forbes, 2025).
Rhode’s next challenge is preserving its whisper, and the flow it creates, at scale.
Whisper = Flow = Future
In a marketplace saturated with noise, whispering doesn’t just capture attention, it sustains it.
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