Critics may say Hailey Bieber is just Justin Bieber’s wife, and Alexandra Leclerc is just Formula 1 driver Charles Leclerc’s wife, but that couldn’t be further from the truth. Both Hailey Bieber and Alexandra Leclerc have brands and fans of their own. Founder of Rhode Beauty, Hailey (Baldwin) Bieber made a name for herself as a ballerina and later a model. Alexandra (Malena Saint Mleux) Leclerc is a Monaco-based influencer with a fashion and art niche through which she built her audience.
Rhode Beauty has become of the most popular and most talked about brands since its official launch on June 15, 2022. One of the main reasons why Rhode Beauty by Hailey Bieber became successful so quickly is the marketing and creative collaborations. One example being her Peptide Lip Shape launch recreating a ‘90s Versace advertisement with models Yoon Bae, Anyier Anei and Mahi Kabra along with Canadian singer Tate McRae.
Anyone who knows about the wives and girlfriends (WAGS) of Formula 1 is well aware of Alexandra Leclerc. Her style and effortless elegance has helped her become one of the “it girls” of the F1 paddock. As someone who loves Rhode Beauty and Motorsports, my only wish for this campaign is that it would have happened sooner. The fact that Alexandra is often alongside Leclerc in the paddock, it would make sense that she would have her “Grand Prix essentials” in her many bags. Rhode Beauty is built around the “clean girl” lifestyle, which is why we see the clean and compact design— which is the genius behind both the brand design and the collaboration with Alexandra. One unique part about this Rhode Beauty X Alexandra Leclerc is the fact that it combines the worlds of beauty, art, and creativity with Formula 1— allowing for more fans to enjoy the collaboration.
I’ve mentioned Formula 1 a lot so far in this article; however, my absolute favorite part of this collaboration is the fact that this collaboration focuses so much more on WHO Alexandra is. This campaign shines a spotlight on who Alexandra is as a person and what she values— outside of her husband. It’s empowering to see. Videos and photos of the “pocket pearl” collection on her Instagram illustrate that Alexandra does not sacrifice style in any capacity, no matter the busyness of her daily life, and I love to see it! Additionally, I believe that the collection being called “pocket pearl” alludes to her creativity as an influencer and adds both timelessness and elegance to the collection.
The execution of this campaign really shows that Rhode Beauty listens to their fans and consumers. Aside from the fact that Alexandra Leclerc is the perfect representative for Rhode Beauty and what the brand stands for, I am so obsessed with the collaboration between these two. As a public relations student, I like how this collaboration allows for stronger, more in-depth customer personas and can bring in new fans and brand opportunities. Furthermore, I think this collaboration is genius because as I said before, it helps both women strengthen their brand identities, and shows how these two women are so much more than who they are married to.