Inspired by Rhode’s minimal visual identity, I developed a conceptual sheet-mask collection introducing Cotton, Silk and Velvet. The campaign translates the product into a distinct sensory mood through soft colours and imagery.
The visual direction draws on unmade beds, tactile fabrics and intimate skincare moments to create a campaign which aligns with Rhode’s pre-existing sensory imagery. Natural muted tones connect the collection to softness and quiet luxury.
Rhode has built a loyal community around minimalist design, effective skincare and effortless routines. A sheet-mask collection feels like a natural extension of the brand, deepening its focus on self-care while introducing a slower, more indulgent step into the everyday routine.
The campaign positions sheet masks as a moment of pause within an everyday routine. It aligns itself with Rhode’s lifestyle-focused branding and can work across product imagery, social content, creator partnerships and experiential marketing.
calming + hydrating
A gentle mask designed to support hydration and leave the skin feeling soft and refreshed.
soothing + firming
A lightweight mask focused on smoothness and radiance for a plumper-looking finish.
nourishing + restoring
A richer mask designed for very dry skin which focuses on deep barrier restoration.
Before settling on the final design, I explored a packaging direction that incorporates close-up fabric imagery. This made the Cotton, Silk and Velvet concept immediately recognisable.
While this approach communicated the concept clearly, it felt too complex for Rhode’s existing packaging. I chose the simpler packaging to align more closely with Rhode’s visual identity.
The collection would launch as both individual sheet masks and the complete Face Mask Trio. Individual listings allow customers to select a treatment based on their skin’s needs, while the multipack offers an easy way to try each face mask.
The launch combines creator PR, social content and email marketing to introduce the collection across both personal and brand-owned channels. The content would focus on quiet luxury, relaxing mornings and skincare routines.
A curated PR package would introduce creators to the full collection and encourages unboxing and first-impression content.
Routine-led videos show the masks in calm, everyday settings, keeping the content natural rather than heavily scripted. This aligns with both Rhode’s existing creator content and with the campaign.
Launch emails to introduce the trio to existing consumers, explain each mask’s benefits and guides the customer towards purchasing the collection.
A pop-up experience which explores the textures that inspired the collection. Creators and visitors can come and relax to experience the new sheet masks.
With different bed styling and soft lighting, the pop-up creates natural opportunities for social content and photo-ops.
Visitors can remove their makeup, test the masks and try other Rhode skincare.
