Harris Dickinson fronts Rhode Beauty campaign
Harris Dickinson is the star of Rhode Beauty's latest campaign for Glazing Mist.
Harris Dickinson is the star of Rhode Beauty's latest campaign.
Founder Hailey Bieber was impressed by the 28-year-old actor's performance in Babygirl and "really, really wanted" to use a guy in the launch of her Glazing Mist and felt there would be a "good synergy" between Harris and the brand.
She told WWD: “I watched [‘Babygirl’] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I’m just really a fan of his work and I just felt like there could be really good synergy between him and Rhode. I think that was definitely showcased in this campaign."
Hailey wanted to keep the images simple and not "gimmicky".
She said: “I really wanted to keep it simple as I usually do and not over-conceptualize it. I want it to feel beautiful, natural and organic. There wasn’t a big concept behind it — he really is the concept of the campaign along with the Glazing Mist.
“I didn’t want anything to feel too on the nose with ‘Babygirl.’ I never want to make anything feel gimmicky and the undertone of it all is there. I wanted it to feel chic and sporty."
However, Hailey - who has nine-month-old son Jack Blues with husband Justin Bieber - stressed that Harris' involvement wasn't an indicator that Rhode is expanding into menswear.
She said: “Women have gravitated towards [Rhode] mostly, but my husband has used Rhode since its inception and I really wanted all of the packaging to feel as unisex as possible, that’s why it’s a lot of gray, cream and eggshell.
“I really, really want Rhode to just feel like a world that’s open to anybody who gravitates towards it and just wants great skin care with great packaging, storytelling and imagery. That’s why I like bringing a male face into it because I want everybody to see themselves in the brand and in the imagery at different points."
Hailey enjoys creating new campaigns and wants a specific tone for each of her products.
She said: "It's one of the best parts of what I get to do. I just like creating stories each time. Good imagery and amazing storytelling makes me feel something very specific and that’s how I want to make people feel.”
