Is Hailey Bieber a marketing genius or just rage baiting?

Is Hailey Bieber a marketing genius or just rage baiting? Hailey Bieber recently posted herself applying her caffeine reset face mask with a comb. And now fans are calling this the next trend. But why? Last year, Hailey Bieber went viral for eating sushi with the COSRX face mask and people went out of their way to not just buy sushi, but purchase that exact face mask. This feels like deja vu because now she's applying that same level of influence and power to her own product. Rhode's caffeine reset face mask is currently the least reviewed product on her site and the least searched for. When you type in Rhode on platforms like TikTok, Instagram, or Google, the products that always come up are blushes, her lip peptides, and the glazing milk. The face mask launched during her winter campaign and now that spring is here, Hailey has dropped new blush shades and phone cases. That mask was getting buried. So what does she do? She picks up a comb. The comb is the prop. An absurd one, yes, but it creates curiosity. It's easy to replicate and it gets people posting. And once people start posting about combing their own masks on, that becomes organic marketing, driven by the people, not the brand. And the trend doesn't feel complete without that specific mask. It's the same way that sushi face mask trend didn't feel truly complete without the COSRX mask. The product then becomes a non-negotiable part of the bit. Everyone wants to be part of the Rhode universe and the comb is just the entry point back to it. So the more viral this trend gets, the more earned media Rhode earns, which then pushes her face mask to get more visibility on platforms like ChatGPT. When people search for what face masks to buy through the Sephora app. Have you done the Hailey Bieber comb mask trend yet?