Jolie CEO Ryan Babenzien on how to market a shower head as a wellness product in the post-DTC era

This podcast episode explores the success of Jolie, a company specializing in filtered shower heads that position themselves as beauty and wellness products. The founder used innovative thinking and research on water contaminants to create a product that caters to vanity, is one-size-fits-all, and can be used habitually without much thought. They emphasized the utility and necessity of filtering shower heads to change people's mindset about the importance of shower water purification. The company's marketing strategy focuses on educating consumers about the significance of water purification in the beauty industry, leveraging user-generated content, and emphasizing the value of personal communication. Despite challenges, Jolie has remained profitable and is planning to expand into mainstream beauty stores while maintaining a sustainable business model through their subscription-based unit economics.