{"id":5561,"date":"2023-07-18T16:04:44","date_gmt":"2023-07-18T16:04:44","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/how-skin-care-brand-bubble-uses-geneva-an-app-popular-with-gen-z\/"},"modified":"2023-07-18T16:04:45","modified_gmt":"2023-07-18T16:04:45","slug":"how-skin-care-brand-bubble-uses-geneva-an-app-popular-with-gen-z","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=5561","title":{"rendered":"How skin-care brand Bubble uses Geneva, an app popular with Gen Z"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Shai Eisenman had long struggled with acne before founding Bubble, a skin-care company positioned as an affordable alternative to legacy brands that\u2019s targeted toward Gen Z.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The brand, which came out in 2020, attracted pre-seed funding from multiple fashion, beauty, and wellness VC investors, has gained more than 1 million followers on TikTok, and, according to Eisenman, gets tagged on TikTok 14,000 times a day. Bubble, which is sold at Walmart, CVS, and Ulta, has experienced 500% retail sales growth year over year, Eisman said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Its marketing has been almost entirely organic: Bubble\u2019s growth, Eisenman explained, has partly been fueled by its presence on Geneva, a group-chat app with a strong Gen Z user base that\u2019s been compared to platforms like Slack and Discord.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Eisenman told us that before the brand debuted, it held focus groups to see how people responded to specific products. According to Eisenman, it was during these focus groups that she realized Gen Z should be a part of the creation of the brand and its processes. She said that she worked to make Gen Z \u201ctruly a part of everything we do, because they see the world so differently from the average millennial.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">From there, she said Bubble \u201cwanted to figure out a way to actually communicate with our community in the creation of the brand\u201d ahead of its rollout. It joined Geneva in 2020, months before the brand officially debuted.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Bubble communicates with its brand ambassadors on Geneva through \u201crooms\u201d dedicated to things like products, suggestions, and feedback. Bubble\u2019s brand ambassador program has close to 7,000 members, about half of whom are active on Geneva. Bubble brand ambassadors receive free products, discounts, and other perks.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">On Geneva, the brand runs four \u201chomes,\u201d (the term for groups on Geneva), such as Bubble College for college ambassadors and Bubble Besties for younger ones. In the main Geneva home,\u00a0there are rooms where brand ambassadors can do things like ask questions about its products. The Geneva account is moderated in-house by six Bubble team members.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Eisenman recently engaged with Bubble\u2019s ambassadors by asking for their thoughts on a new product the brand is rolling out in August, a plush toy called Slammy that resembles the bottle for its Slam Dunk Hydrating Moisturizer.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI sent a picture of Slammy\u2026and asked people what they thought before I approved the production of it. This way, we were able to see the excitement before we actually pulled the trigger. Any product that we launch, we review it with them,\u201d she said, noting that its community tested its recently launched SPF \u201cabout two years ago.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Geneva was able to fulfill Bubble\u2019s needs, according to Eisenman, due to its scalability, ease of use, and ability to let people \u201creally share and talk.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cMillennials have Facebook groups, but because Gen Zers don\u2019t have Facebook and they use TikTok and a little bit of Instagram, all of the social elements of communities kind of disappeared. So Geneva was the first thing to truly answer that,\u201d Eisenman said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Like Bubble\u2019s use of Geneva, Eisenman said \u201calmost everything we do is organic,\u201d though it works with advertising agencies on retargeting and supporting minor paid advertising. The brand also has in-house creative and marketing teams, as well as a social media team.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">She said much of its social strategy revolves around creating content that both reflects broader trends and aims to appeal to what its community is seeking. \u201cI think that\u2019s really where we differ from other brands, because we truly kind of change and shift our entire strategy based on what we see our community wanting and looking for and are getting excited about,\u201d she explained.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/07\/18\/how-skin-care-brand-bubble-uses-geneva-an-app-popular-with-gen-z?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shai Eisenman had long struggled with acne before founding Bubble, a skin-care company positioned as an affordable alternative to legacy brands that\u2019s targeted toward Gen Z. The brand, which came out in 2020, attracted pre-seed funding from multiple fashion, beauty, and wellness VC investors, has gained more than 1 million followers on TikTok, and, according [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-5561","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How skin-care brand Bubble uses Geneva, an app popular with Gen Z | Brandiary<\/title>\n<meta name=\"description\" content=\"Shai Eisenman had long struggled with acne before founding Bubble, a skin-care company positioned as an affordable alternative to legacy brands that\u2019s\" 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