Bubble is now being tagged on TikTok more than 4,000 times a day, Eisenman said, leaving a long waiting list for the ambassador program. Many of these ambassadors are young enough to require parental permission to join the Bubble program, adding an extra approval step to the Bubble team’s plate.
As a result, Bubble has grown its social media staff from a team of about 4 to about 20 people.
Eisenman said the marketing channels brands spend the most time and money on vary from month to month and from product to product. “Right now, if it’s a normal month without a launch, sometimes it will be in paid ads and sometimes it will be in influencers,” she said. “There is also a focus on the retail side to ensure a great in-store experience. It is also a marketing investment.”
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Bubble made headlines by targeting Gen Z shoppers with affordable skincare aisles. What’s more, according to experts in the field, 2020 was in some ways a great time to launch a skincare brand and start TikTok.
Cetaphils and CeraVes around the world, operating in the same space and price range as Bubble, were ripe for disruption in 2020. Unlike Bubble, with its bright colors and fun, bold fonts, these brands are “not particularly innovative or cool,” said Sky Canaves, senior retail and e-commerce analyst at Insider Intelligence. Talking about her competitors, she added that the cool, trendy brands in the skincare space usually tend to be above the bubble price point.
The sub-$20 price point is appealing to Gen Z, “especially younger Gen Z teens,” she added. Many of them want to spend hundreds of dollars on high-end beauty and skin care products, but they can’t afford that just yet, so they’re looking for the best value for money for a babysitter. , points out Canaves.
“For a consumer demographic, affordability is also very important,” Emma Chozick, head of community and curation at brand discovery platform Thingtesting, said in an interview about Gen Z. “Especially the younger demographic, so they don’t buy like Lancer skin care, nor do they buy Caudalie because they like Nordstrom.”
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“That’s part of what created the giant duck trend on TikTok, for example, which weakens the influence of creators reviewing and discussing products that beauty shoppers really shouldn’t be spending money on. It’s also tied to trends,” Canaves said.
Chozick also noted that Gen Z prefers to shop in stores. “They love accessibility. They love the ease of purchase,” Chozic said.
Canaves seems particularly impressed with Bubbles. “They have sold out some of their major products and the products are going viral,” she said, adding, “They reportedly have a very strong product pipeline for next year. there is,” she added.
Plus, it also happens to be a great time for skincare brands. “Skincare, a subcategory of cosmetics and beauty, a subcategory of healthcare and personal care, will be the fastest growing of all retail categories and subcategories we track in 2023. I think so,” said Canaves.
In the midst of the pandemic, “the interest in skincare and taking care of yourself” has increased, Canaves continued. “It has really reached younger consumers through the influence of his social channels. They are much better educated and have a more sophisticated knowledge of the product and the ingredients it contains. There is a demand for
Bubble may have an edge over TikTok, but it still has a long way to go in beating traditional brands like CeraVe for market share. Citing a recent WWD report in which unnamed “industry sources” expected Bubble’s sales to reach $85 million in 2023, Canaves said, “its sales will be primarily in the United States. of,” said Canaves.
For comparison, CeraVe’s parent company, L’Oréal, did not disclose the breakdown of sales for the brand, but did mention that it reached the $1 billion mark in sales in 2021, which it expects to reach. Sales have continued to grow at a rapid pace since then.” Annual global sales should now exceed $1.5 billion. The United States is the brand’s largest market, accounting for 60% of sales, according to its latest earnings report. We expect U.S. skincare retail sales to reach $21.59 billion this year,” continued Canaves.