Shai Eisenman is the founder and CEO of Bubble Skincare. Bubble sets a new skincare standard while truly listening to what its customers want and need. Bubble was born when Eisenman saw a gap in the market for a clinical, effective, modern skincare brand specifically targeted toward consumers’ needs. She was surprised to discover that the most digitally sophisticated and globally connected generation was still using the exact same traditional skincare products that their mothers had purchased in drugstores decades ago. Bubble’s passionate community led the product development team, together with an advisory board of 8 dermatologists, to develop formulations that don’t compromise price for efficacy. Today, the Bubble line consists of 20+ products that work together to create a complete routine from face cleansers to face masks, with all products being under $20. Bubble products are available on hellobubble.com, in over 13,000 retail locations across the US and UK including Boots, Beauty Bay, CVS Walmart and Ulta stores.
What unique strategies set your business apart from the competition, and how have they contributed to your success?
Our unique strategy lies in our active community of over 60,000 brand ambassadors, who are integral to every decision as a brand. By involving them in product development, from co-creation to beta testing, we ensure that our offerings resonate deeply with our target demographic. Transparent communication, including behind-the-scenes insights and honest marketing, fosters trust and authenticity. This community-centric approach has positioned our brand as a leader, ensuring that every action we take aligns with the desires and aspirations of our customers.
What challenges do you anticipate facing in 2024? How do you plan on meeting those challenges?
2024 is shaping up to be a tough year for businesses, with people tightening their belts. As a company that’s proud to offer clinical premium products with such affordable price points, we’re ready to tackle this challenge head-on. We’ll focus on highlighting the long-term value of our products, exploring new markets, and keeping our operations lean. By strengthening our customer relationships, we’re confident we can weather the storm and come out stronger than ever.
Tell us a little about your approach to marketing.
We believe in meeting our audience where they are, and that’s increasingly online. We’re all about keeping it real, relatable, and fun. We want to connect with our audience on an emotional level, showing them that we understand their struggles and aspirations. We’ll use humor, relatable stories, and visually appealing content to capture their attention and spark conversations. Social media is our playground, and we’ll use it to its fullest potential, engaging with our followers, running contests, and collaborating with influencers. We’ll stay on top of the latest trends and adapt our strategy to keep our audience excited and involved. By being authentic, engaging, and always a step ahead, we’ll build a loyal following and drive real results.
Which marketing channels are you using currently? Where are you seeing most success and how has this evolved over time?
Right now, social media – especially TikTok and Instagram – is where we’re seeing the most success. These platforms allow us to connect with our audience in a fun, authentic way, and we’ve seen incredible engagement and growth as a result. Over time, we’ve learned to adapt to the ever-changing trends on these platforms, experimenting with different content formats and collaborating with relevant influencers to reach a wider audience. While other channels like email marketing and influencer partnerships still play a role, it’s clear that social media is the driving force behind our marketing strategy.
How much or how little are you using A.I. or automation in your marketing efforts?
We have yet to explore using AI in our marketing efforts, as a lot of our content is driven by consumer generated content, but we use AI internally as a team in many ways for analysis and data.
What is something you’ve learned in your career that you would like to share with young SMB marketers entering the industry?
For young marketers entering the SMB space, one of the biggest lessons I emphasize is the value of staying close to your community and listening deeply. At Bubble, community engagement is not just a one-off effort; it’s an ongoing process. We built our brand by inviting thousands of teens into our feedback loop, making them a part of every stage of development. This community-first approach allows us to shape products that truly meet their needs, creating an authentic connection that goes beyond just marketing. For SMB marketers, engaging genuinely with your audience is invaluable; it’s what builds trust and makes your brand stand out in a crowded space.
