Good Commentary Means Ripping Texts Apart
- You should be able to rip apart texts to its building blocks, and build them back up again.
- This should look like:
- An annotated text full of concise and intentional markings.
- A clear sense of the writer’s overall message or purpose.
- And an outline of the ideas and techniques used to deliver that message.
- Let's work with this example:
Transcribed for easy reading:
OAKLAND, Calif.--(BUSINESS WIRE)-- e.l.f. Beauty (NYSE: ELF) signed a definitive agreement to acquire rhode, a fast-growing, multi-category lifestyle beauty brand founded by Hailey Bieber known for its collection of high-performance, skin-focused products.
This powerhouse alliance between e.l.f. Beauty and rhode is built on both brands' shared focus on disruption and product innovation, setting the stage for transformative global expansion. This press release features multimedia.
The \$1 billion deal is comprised of \$800 million of consideration payable at closing in a combination of cash and stock, subject to customary adjustments, and an additional potential earnout consideration of $200 million based on the future growth of the brand over a three-year timeframe. “e.l.f. Beauty found a like-minded disruptor in rhode,” said e.l.f.
Chairman and CEO Tarang Amin. “rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company.
rhode is a beautiful brand that we believe is ready for rocketship growth.” Bieber set out to create a brand centered around her skin care philosophy of “one of everything really good.”
rhode’s multitasking and efficacious products, made with innovative ingredients for visible results, seek “to glaze your skin with goodness.” rhode has quickly established itself as a disruptor in content, commerce and community, building a robust direct-to-consumer business.
The brand has seen incredible growth, more than doubling its consumer base over the past year and driving a total of $212 million in net sales in the 12 months ended March 31, 2025. rhode’s products are currently available on rhodeskin.com, with plans to launch its first physical in-store partnership with retailer Sephora throughout North America and the U.K. before the end of the year.
Bieber will continue her role as Founder and additionally serve as rhode’s Chief Creative Officer and Head of Innovation, overseeing creative, product innovation and marketing. She will also act as a Strategic Advisor to the combined companies.
A defining voice in beauty, Bieber stands out as a cultural tastemaker and top beauty influencer. Her influence, paired with the brand’s innovative marketing strategy and team, fueled rhode to be the No. 1 skin care brand in Earned Media Value in 2024, representing 367% year over year EMV growth.
Start Literal
- You need to make sure you know what's going on.
- That means asking:
- Who is speaking?
- What’s happening?
- When and where is this set?
- Is there anything strange, symbolic, or surreal going on?
- This is a corporate press release announcing that e.l.f. Beauty is acquiring Hailey Bieber’s skincare brand rhode for $1 billion.
- It outlines their shared values (innovation and disruption), financial details, and Hailey’s continued role in the company.
- You should be able to summarise this in 1 to 2 sentences with no interpretation yet.
- Just literal understanding.
Break It Into Sections
- Now, split the text into logical chunks.
- This press release naturally breaks into:
Label those sections in the margins or in your head before diving into annotations.
Annotate Each Section for Message and Effect
- Here’s how to tackle just one of those sections in detail:
CEO QUOTE: “e.l.f. Beauty found a like-minded disruptor in rhode,” said e.l.f. Chairman and CEO Tarang Amin. “rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible...”
- Ask:
- What’s the focus here? It’s on alignment and synergy, how rhode fits into e.l.f.’s strategy.
- What’s the tone? Excited, admiring, forward-looking. Words like “rocketship growth” and “like-minded disruptor” signal enthusiasm and ambition.
- What techniques are used?
- Corporate jargon: “diversifies our portfolio”
- Metaphor: “rocketship growth” implies speed and potential
- Repetition of ‘disruptor’: Emphasises rhode’s status as edgy and innovative
- “Rocketship growth”
- → metaphor
- → emphasises rapid, unstoppable momentum
- → contributes to tone of excitement and ambition.
Always Be Asking
- As you annotate, you might start asking:
- Is this a standard acquisition? Or are they framing it as more of a brand partnership?
- Why repeat words like “disruptor” and “innovation”?
- Test different interpretations:
- Are they selling the product?
- Or selling the idea of their company as modern, youthful, and culturally tuned in?
- Eventually, the message beneath the message becomes clear:
- This is not just a business deal. It’s a branding move.
- They’re trying to associate e.l.f. with trendiness, prestige, and cultural influence through Hailey Bieber.
Summarize in 5 Words
- This is how you know you get the gist of the text and can form a narrative around it.
- Sticking with Hailey's example:
- Intro: Strategic acquisition for global growth
- Finance: $1B deal, high future valuation
- CEO quote: Shared values, huge upside
- Brand ethos: Skin care made aspirational
- Strategy: Massive growth via digital-first
- Hailey’s role: Founder remains brand figurehead
- Now connect the dots.
- e.l.f. is presenting rhode as more than a product line, they’re framing it as a culturally significant brand with viral potential.
- Each section reinforces the idea that this is a strategic, image-shaping acquisition.
- Everything ties together:
- Financial investment shows seriousness
- Quotes show enthusiasm and alignment
- Hailey’s role maintains authenticity and influence
