Style-ish: “Rhode has landed in Australia! Here’s how brands crack new markets”

Podcast: Style-ish (Shameless Media)
Hosts: Madison Solomon Thorpe ("Mads") & Rhiannon Joyce ("Rae")
Release Date: February 12, 2026

Episode Overview

This episode dives deep into the realities of launching global brands in new markets, using Rhode’s hugely anticipated arrival in Australia—plus the glitzy Sydney launch event rumored (and confirmed!) to feature Hailey Bieber—as a jumping-off point. Madison and Rhiannon break down why some brand launches are iconic and others flop, explore the essential role of localization, examine case studies (Merit, Salomon, Hourglass), and share exclusive founder insights from Gem’s UK launch and behind-the-scenes experience with Tower 28. The hosts also provide a live, on-the-ground debrief from the Rhode launch event.

Key Discussion Points and Insights

1. The Build-Up: Rhode’s Arrival in Australia

• Madison and Rhiannon are invited (as press!) to the secretive Sydney Rhode launch event, with Hailey Bieber’s appearance highly rumored (01:20).
• They reflect on the rarity of such high-wattage brand launches in Australia, noting the unusual secrecy—even industry insiders weren’t told the location or time in advance.
• The hosts plan to record post-event reflections for a genuine, immediate reaction (02:50).

Quote
“I can't emphasize this enough. As industry people, almost always you are given the location, the time, always…you're lucky to be on the list.” – Madison (01:33)

2. “Word of the Week”: Brand Animations and Ski-Themed Activations (03:53)

• Discussion of “ski” as a trend in brand activations—luxury and otherwise—capitalizing on seasonal themes and sporting subcultures.
• Unexpected brands (e.g., Cetaphil, Mechanics, Kiehl’s) have recently used snow/ski environments for creative campaigns.
• Recent trend of brands (Rhode, Rare Beauty) running near-identical brand trips, sparking online debates about originality (06:04).

Quote
"I'm done with this... let's pit girls against each other who probably don't actually give a shit about the other or their brand." – Madison (06:15)

3. The Hard Truths of Launching in New Markets (11:05)

• Many brands flop when entering new geographies; mistakes often stem from poor localization, lack of market research, and cultural missteps.
• A notorious example: alcohol brands running winter-themed campaigns in the peak of Australian summer (13:12).

Quote
"It's so obvious to me when a brand launches into the Australian market...and hasn't really tried to understand the key differences of targeting an Australian woman or man." – Rhiannon (12:23)

4. Success Stories: Who’s Cracked Australia (14:08)

• Merit: Used Aussie PR agency Leaf Comms for a DTC launch, tailored activations (e.g., Messina ice cream truck in Bondi), and tapped authentically into the lifestyle (14:14).
• Salomon: Hiking brand that feels “inherently Melbourne,” now a fixture at music festivals (Beyond The Valley), activated via run clubs, and has become entwined in local subculture (15:17).
• Hourglass: Noted for its strategic relaunch with local agencies after exiting Mecca for Sephora (17:32).

Quote
"For me, [Salomon] feels inherently Melbourne...They're animating and activating in a really, really clever way...feels like one of ours, but they're not." – Madison (15:55)

5. The Central Lesson: The Power of Localization (18:24)

• Both hosts—and global sources—agree: localization is critical; number one reason for failure is “lack of market understanding.”
• This means knowing the right influencer mix, age demo, retail channels, and language/culture nuances for the specific market.

Quote
"For us, what makes a brand work is localization...I would say it is the most important." – Rhiannon (18:29)
“A Forbes India article identified eight key reasons... number one was lack of market understanding, which I would say is localization.” – Rhiannon (18:41)

6. Case Study 1: Gem’s UK Expansion – Insights from Founder Georgia Danos (20:10)

Georgia Danos on Entry Strategy

• "Don't enter a new market by copying what already exists. Enter it by doing what's missing...Find your edge, commit to it and be brave enough to build something different, even if the market leader looks untouchable." (20:20)

• Jem’s deodorant disrupted the UK and went viral even before official launch, thanks to a Santal dupe scent and significant TikTok buzz, leading to rapid supermarket expansion (Boots, M&S).

• Operational headaches of virality: Gem sold three months’ worth of new stock in five days.

Quote
"Virality is incredible, but it creates a real operational challenge. You can build all the demand in the world, but if customers can't actually find the product when they go looking, you lose that momentum fast." – Georgia Danos (39:15)

7. Case Study 2: Tower 28 – Madison’s Direct Experience (24:06)

• Tower 28 identified the “Australian girl” as closely aligned to their LA consumer.
• Hero product (SOS Spray) and color cosmetics for eczema/sensitive skin offered something unique in the market.
• Founder Amy Lu’s network and research—plus Mecca’s guidance—helped choose Australia as an expansion point.
• Product popularity can spark supply headaches—virality isn’t always easily managed.

Quote
“She is so dedicated to that range and I think she's done a really good job... but it not being everything the brand talks about... You’re proud to take it out of your makeup bag.” – Madison (25:39)

8. Market Selection: Why Brands Target the UK First (27:41)

• UK is the “natural progression” for Aus beauty brands because of demographic, customer mindset, and shared aesthetics.
• Social media analytics and search data guide brand expansion; follow numbers, not just online chatter (29:14).

Quote
“The UK market, particularly for fashion and beauty, is considered the most similar to Australia in size. It's also the natural progression.” – Madison (27:57)

9. Why the US Market Is So Tough for Aussie Brands (32:05)

• Many beloved brands (Go-To, Frank Body) launched in the US only to quietly withdraw; tariffs and state-by-state subculture make it fragmented and costly.
• Some bright spots: Etoile (Michelle Who) and Uni Body, which have made headway. Revolve is highlighted as a power retailer for brand launches (34:23).

Quote
"You are speaking to [US] consumers in three very, very different ways... It's really hard for an international brand to go over there and crack into it." – Rhiannon (33:02)

10. The Dangers of Surface-Level “Localization” & Cultural Appropriation (36:44)

• Brands expanding into the Middle East and Asia must be deeply aware of cultural sensitivities; mere “surface” localization often misfires or comes off as appropriation.

Quote
"Going into a new market with care and consideration is paramount... You cannot have, you know, a girl in a boob tube top...You have to think differently about the visual merchandising that you use." – Madison (37:08)

11. Logistics of Virality & Operational Hurdles (39:01)

• Maintaining stock when a product suddenly goes viral is a dramatic challenge; can result in lost sales, shelf space, or retailer relationships if not navigated carefully.

12. Seasonality & Cultural Differences in Shopping Habits (42:20)

• UK shoppers tend to buy fragrances more seasonally (“cozier, richer” in winter, “fresher” in summer); less of a factor for Aussies.
• Marketing and campaign content also face challenges with seasonal differences between hemispheres.

13. Rhode Australia Launch Event: On-the-Ground Debrief (45:02)

• Exclusive “live reaction” segment from the hosts:
  • Hailey Bieber attended both the press and public events in Sydney, as rumored.
  • Unprecedented turnout: over a thousand queued at Mecca George St; product SKUs sold out within hours.
  • Event at Nielsen Kiosk featured immersive food/gourmand theming (custom waffles, bistro tables, “R” logo touches) reflecting Rhode’s playful, elevated vibe.
  • High security and palpable celebrity excitement—Australia isn’t used to such star wattage, so the buzz was massive.
  • Hailey was universally reported as “present, kind, and generous of spirit.”
  • Mecca & Rhode collaborated on an exclusive “Blueberry Waffle” peptide lip SKU for launch. The event reflected careful attention to market, localization, and detail.

Quote
“I have worked at Mecca. I know the scale of a brand launch...This is like nothing I have seen. This was pandemonium.” – Madison (45:46)
“She genuinely looked present...greeted a lot of creators and a lot of press with kindness...not darting around eyes elsewhere, being like 'get me out of here.'” – Rhiannon (49:16)

Notable Quotes & Timestamps

• “If you're looking to crack a new market, start by understanding how competitors work and what customers truly want. And then ask, where's the gap?”
  — Georgia Danos, Gem Founder (20:20)
• “For us, what makes a brand work is localization. I would say it is the most important.”
  — Rhiannon (18:29)
• “Virality is incredible, but it creates a real operational challenge. You can build all the demand in the world, but if customers can't actually find the product when they go looking, you lose that momentum fast.”
  — Georgia Danos (39:15)
• “[The Rhode launch] is like nothing I have seen. This was pandemonium.”
  — Madison (45:46)
• “They had their global PR agency here, DT Consulting...and the full army of the Mecca team...They had their CEO, Nick Flaherty...and I got there, I'd never seen so much security at an event, particularly a press event.”
  — Madison (46:36)
• “Hailey was present, kind, and generous with her time…greeted creators and press with kindness...not darting around like she wanted to escape.”
  — Rhiannon (49:40)

Important Segment Timestamps

• 00:30 — Episode introduction; focus on brand campaigns/career stories.
• 02:50 — Decision to record exclusive, in-the-moment event recap.
• 04:03 — Discussion of “ski” activations; brand animation trends.
• 12:08 — What brands get wrong when entering Australia; examples.
• 14:08 — Exemplary brand launches: Merit, Salomon, Hourglass.
• 18:29 — “Localization is everything”: hosts set out their thesis.
• 20:10 — Gem’s founder shares UK expansion insight.
• 24:06 — Tower 28’s localization playbook (Madison’s insider view).
• 27:57 — Why brands usually try UK before US.
• 32:05 — Why the US is so tough for Aussie brands.
• 36:44 — Nuanced localization & cultural sensitivity (esp. Middle East).
• 39:15 — Logistical/operational realities of virality.
• 42:20 — Seasonality; how UK/AUS habits differ
• 45:02 — Rhode Sydney launch event debrief (Hailey Bieber, crowd reactions, event highlights).

Memorable Moments

• Madison’s “I was squealing in my bedroom like a 17-year-old girl at a Justin Bieber concert” (02:05) — capturing both the excitement and cultural relevance of the launch.
• Both hosts marveling at seeing massive lines (“over a thousand people queued”) at a beauty event—still a rarity in Australia (46:19).
• The inside scoop: Hailey Bieber was not only present, but every bit as gracious as fans had hoped, dispelling the idea of celebrity aloofness (49:16).

Episode Takeaways

1. Localization is absolutely critical—knowing consumer culture, local influencers, retail sensibilities, and avoiding tone-deaf/“copy-paste” campaigns.
2. Virality is double-edged: huge brand moments create operational challenges that can have lasting business impact.
3. Brands’ hero products usually shape their international narrative, but market-specific partnerships (e.g., exclusive SKUs) increase resonance.
4. Market selection should be data-driven, not just based on “feeling”—UK is often more natural for AU brands than the complex, fragmented US.
5. Events and IRL activations can supercharge launches, but attention to local aesthetics, cultural trends, and celebrity engagement matter hugely.

Final Thoughts

This episode delivers a behind-the-scenes look at a major global beauty launch, demystifies what actually drives a successful international expansion, and provides actionable insights for anyone building brands—or just winging out over Hailey Bieber’s presence at a Sydney pop-up. With memorable quotes, specific examples, and unfiltered commentary, Madison and Rhiannon make brand strategy feel as fun as it is fascinating.

For ongoing conversation or questions, listeners are invited to email style-ish[at]shamelessmedia.com or connect via @stylishpod on social media.