.bubble brand founder Shai Eisenman on Bubble's upcoming and recent launches, as well as her new partnership with JJettas2.
The emotional piece of the puzzle also defines Bubble’s purpose-driven initiative, which is focused on mental health. The brand offers customers 50 percent off their first month of online therapy on the teletherapy platform, Betterhelp, and donates 1 percent of proceeds to mental health charities.
“We really want to be wherever our competitors are. Accessibility is a major part of our consumer behavior, and we know that consumers are interested in buying products in-store and that we needed to be in drugstores,” Eisenman continued. “To quote one of our most beloved community members, what can be better than buying your lemons and your skin care in one store? This is how they see it,” she said.
CVS’ strategy also involves leaning into its health and wellness expertise. Andrea Harrison, vice president of beauty and personal care, told WWD in an interview about, that “most customers put skin care really close to self care, and certainly close to health care. Given our role that we play as a trusted health and wellness destination, that’s a piece of the story we need to make sure we offer.”
“The other thing they’ve always asked us for is to create makeup, a surprise because we’re such a skin care-focused brand,” she continued. “We also really want to stay gender-neutral. We’ve always been gender-inclusive, so it’s interesting to see the consumer evolve in that direction.” Bubble’s approach to education has also evolved, giving Eisenman a new imperative to rethink influencer marketing. “We started conducting focus groups in late 2018, when all of our consumers were really focused on watching makeup-focused YouTubers. It was interesting to see the evolution of leaning into skin care,” she said. “Consumers are significantly less influenced by influencers these days.
Bubble’s ambassador program has been both a great educational vehicle and an effective lever in a fiercely competitive market. “That’s been really amazing at driving trial and introducing friends to the brand,” said Eisenman. “Brand loyalty is decreasing in levels that have never been seen. We want to find partners who are really passionate about our products, and also about the mission of making the best quality skin care truly accessible.
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