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foreign [Music] I'm one of two founders of a beauty wellness company called Jovi we're focused on a critical condition that the beauty industry has largely neglected and that's the quality of the water that we shower in we've all sort of paid attention to the water that we drink but the water we shower in is so fundamental to the quality of our hair and her skin we launched about 19 months ago with a filtered shower head removes chlorine heavy metals from your water for better skin and hair

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and today I'll talk about our approach and philosophy when it comes to marketing which really is all about one end goal and that's creating conversation before I go into the presentation I'm just curious in the room who here is founder slash brand owner by raise of hand and what about marketing on more of the performance paid side and more on the brand side anyone from from that side one and only nice two cool awesome and I really love that presentation um Jonah that was very relevant because

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what I'm about to speak towards the five criteria of friction at least everything that I'm talking about here there's at least one criteria to orient the conversation I'm just going to show a slide and talk a little bit about our performance and all of this is due to the way in which we've approached our marketing so in 19 months Julie's on a 27 million dollar run rate for this year we'll surpass that we have a subscription component with the filter every 90 days the filter in the shower head needs to

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be changed 80 of people take subscription um just under 8 million in ARR from the current subscriber base we have over 85 000 customers Julie solds every state over ten thousand pieces of unique content not created by us but created by our customers and let's say brand Advocates I'll get to that in a bit and then we're not a direct to Consumer company I'm sorry we are Omni Channel we're in goop arawan sax 50 plus hair salons and that's growing quite quickly the next slide

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this has all been done profitably and the reason why we've been able to grow at such a pace with momentum is because we've been doing we haven't been relying on paid ads and uh I'll get to exactly how we've approached our marketing there's a primary belief and a primary end goal and all that we do goes to that the primary belief and this might sound obvious is people influence people not digital ads but people the end goal is connected to that create conversation you need people to

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create conversation the more people to a to have conversation you need more than one person and the more people you have having that conversation then you start to build a community and that's been um the single threat for the success of the brand so people influence people what do I mean by that and how does it manifest for Jolie we from day negative 60 have been seeding products because we know that the product works we stand behind the product let's get it in the hands of people so they can talk about it so

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we've seated now about over 300 units a month two people of influence and that doesn't mean you have 100 000 followers but those that shape culture whether that's Beauty whether that's fashion whether that's art all the fitness movement Leisure all the different verticals that we pay attention to we all shower we're very lucky to work with a product that's applicable to everyone that's certainly an advantage and the focus on this strategy from prior to launch which by

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the way we didn't see the results of this until five to six months after we've been in Market when that momentum really started to uncover and show itself is that we have over ten thousand unique pieces of content in 19 months that we've paid zero dollars for the cost of the good and shipping is is what we've paid this is I think roughly 1600 pieces of content um on one slide we are repurposing this for paid ads and all that we're doing on an organic perspective allows us to spend more on

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our paid marketing and there's a quick video to show how that comes to life your shower head s okay hidden inside the shower head almost 85 percent of Chlorine and heavy metals from your water come from the two days in the world and this time but when you munched out very easy and strongly filtered shower that was the best decision I've ever made here's the happier and healthier skin in there this is a video that we created a little bit of a compilation of the ugc but you know the team and I we look at each

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other and have joke around that it's now out of our control because the customer base has become the sales force and that's the most unbiased you know if we had an unlimited budget and we need unlimited resources and you asked us from a marketing perspective what would you do it's not take out a billboard in the most trafficked area of the world or have the most ads online it's how do we create conversation at every single dinner table across the country and by getting product in people's hands and

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having them use it that's happening whether it's online or literally at the dinner table it's not the only thing we're doing but what surrounds it allows this conversation to spread like wildfire and I'll get to the way in which we're doing it as I was mentioning it this is really the most efficient return on spend even though you can't measure it and it's it is a bit of a gut feeling and looking at the business and how the business is going as we scale our seating efforts

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if one person sells one Jolie it's the cost of goods plus shipping that's lower than our CAC it's a win it's as simple as that this is also resulted in the the earlier efforts of creating this uh sort of cycle now a sense of fomo where every day at this point we're getting you know 50 to 100 people reaching out whether it's email direct message I need a Jolie and they're pitching their services for why they should get gifted one which gives us leverage to direct the content

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we don't say yes to everyone but going back to one of the criteria around brand risk and being someone who comes from a very branded precious background we've let the the guard rails down a bit and it's really proven to to work very well create conversation again we're very lucky to have a product that everyone uses a shower head yes we're reorienting it as a beauty Wellness tool and there's education there but we also have this beautiful lens of water and water is very elastic it

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allows us to of course talk about water as it relates to Beauty which is our sort of North Star but we also love to explore the connection of water as it relates to Art food drink movement Leisure culture and it'll show the ways in which we're doing that because frankly that's what interests people we don't want to be you know in front of a figurative room talking about shower heads and our hair and skin all the time let's create some interesting conversation these are activities that are not unique

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we do not invent any of these it's not the fact that we're doing them it's how we're doing them it goes back to the lens that we use we're super focused and it all again goes to this end goal of create conversation and I'm going to speak on each of these before getting to each activity the way in which we do this in addition to this end goal of create conversation when my partner and I are sitting down and we're thinking about timing location whether that's you know online

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where we're targeting or physically momentum and density drives that decision so instead of spreading out across the country we're doing a truck wrap which I'll show in a second we're doing this in New York for the past few months let's do five of them in New York let's do wheat pacing in New York let's do sidewalk stickers in New York let's do events in New York and focus on density whether it's geographically with a particular group of people as opposed to sprinkling it out and the analogy

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that I like to use is if you take Match six and you're trying to create a fire and you want that fire to light and spread the matchsticks need to be close to each other and you need to have that density and then you need to have momentum to drive that density so for the past few months we've been running five delivery trucks they're not delivering Jolie's they're actually going to hotels picking up laundry taking it to laundromat and bringing it back we instead of using a beautiful image as

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most brands would do which gets lost in the noise let's create something that's a visually arresting B is a question not a statement though at the end of the day it is a statement it forces you to think about it and let's do something that's specific to the medium so we were inspired by a dirty van or dirty truck that someone might take their fingers and write watch me instead we said what if we told you that your shower water was dirtier than this truck so it's a verbiage but also the visual backs up

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what we're saying and it's a question so it forces you to think about it Dan who's sitting here in the front row executed upon that went to Home Depot bought some dirt white foam board photographed it he wrote finger painted that's his artwork up on the screen there's a few things that he's done that I'll be showing your shower water is dirtier than that Martini so we wanted to engage again take this comparison of there's something that we do every single day that we haven't really

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thought about the water that we shower in we launched a sidewalk sticker campaign first in New York now La Miami and Chicago and we have five different phrases that are highly specific to the location where we've put each phrase one example is and they're all variations of the phrase your shower water is dot dot dot your shower water is dirtier than that Martini outside Lucian outside Balthazar outside Raul's outside the Odeon your shower water is giving your hairdresser nightmares outside igk Salon Cutler Salon your

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shower water is dirtier than the subway handle outside the subway station your shower water is aging you 10 years outside all the Sephoras etc etc again create conversation get people engaged when they're in that state of mind where they might be you know just finished a martini and they see this on the street we paste again not a beautiful image of a woman showering this was for Valentine's Day and what we wanted to do is have two separate series of copy one oriented towards men which is on the

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bottom one oriented towards woman and again this lens of create conversation let's take a quote unquote tacky or expected Valentine's Day gift one that is maybe appreciated but not really what a woman needs and only a woman can say what she needs is our perspective so that's why that's written first person whereas we use want very specifically when it's spoken to a man I don't need chocolate I mean I need my hair to stop breaking I don't need roses I need my wrinkles to go the away

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let's create conversation around that when everyone's talking about flowers and getting that reservation that everyone wants it's actually her skin and her hair that she cares about April Fools less about lens of water this is more let's engage in cultural pop moments this was the week of the second episode of succession this past last season succession if I imagine most people here watch it or at least familiar family dysfunction is at the core of the show well the key to surviving family

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dysfunction is this space that we talk about separately the shower which is a meditative space as much as it is a space to clean yourself so there's a Clear Connection here between this is the key to surviving dysfunction it's the shower and it's actually their Jolie shower head and each of them have their own version of the Jolie that they've collaborated specific to that character this is one of our most highly engaged posts the year before for April fools we did seven different collaborations

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ranging from Tiffany to Hermes to bairedo to Supreme to Apple we still have people reaching out asking if we have the Tiffany or apple shower again create conversation this is very specifically conversation we have a shower thoughts interview Series where we interview friends uh members of our community whether we got to know them through gifting product or renew them already and has nothing to do with your skincare routine nothing to do with your hair care routine it's inspired by prowse questionnaire the shower again is

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a space not only where we clean ourselves physically it might be meditative it's a great thinking session we all know shower thoughts and have had a shower thought so let's Embrace that and focus on again people influence people collaborations we call it treasure Lee this is again not a collaboration on the shower head itself but what might sit to the left and the right of the shower head we did a slide from a shoe brand called lusso based in California post shower on a Sunday that's what we

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recommend you wear and then a sun hat which was inspired and this is again going to water the ocean and you'll see on the top is there's the sand the white foam of the ocean and then the varying blues and these are fun not product launches but marketing pieces erwan so we launched an Air1 about six weeks ago we were able to convince them to not just put Jolie on the Shelf but allow us to build an actual shower it's not a functioning shower but we wanted to build something beautiful it's

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porcelain tile we have the Jolie mounted up top as you can see some eucalyptus and dried flowers but we wanted the copy to embrace the Erawan customer and erwan as if you were familiar the butt of many jokes even though those that are making the jokes love it so arawan worthy shower water and in those six weeks they've literally reordered over 50 times and it is a function of this flying off the shelves but also they don't really have a good stocker events and I'll go through these pretty

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quickly we use this lens of water to engage in an event where I'm not in front of a room with a microphone and a bunch of slides talking about shower heads and how to install them but let's do an interesting dinner that's inspired by water the chef Paris darn put together a three-course menu each and this is two months prior to launch the first event we ever did each dish was inspired by a different state of water liquid Vapor solid that was what the conversation was about this event in May of last year was all

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about oysters oysters and wine every brand of course can host the food and drink event who doesn't like oysters who doesn't like drinking wine what we wanted to do is engage a little bit further with that theme oysters are a natural water filter one oyster can filter 50 gallons of water a day New York City used to be the oyster capital of the world that's no longer the case there's an organ organization called the billion oyster project they're working to restore the oyster reefs around the

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harbor to clean New York City's water we do work with them and donate to them but what we did here and this is stolen by something that they've done in their events is the morning of the event I was in the East River picking up water just off of Green Point and I put that water into two tanks one tank and that's the tank on the left had 16 oysters in it the tank on the right had zero oysters throughout the course of the evening about two hours into it the tank with 60 oysters became clear

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and this was all happening in the background it wasn't a science project demonstration but something that was just a layer deeper as to why Jolie is doing an event with oysters aside from loving oysters Kim Jolie this is something we do in am against it I drove from am against it for this talk tonight and uh again everything here deals with water and and how we show from an event perspective this is another water inspired dinner this is an event we're doing next Friday it's a sushi and sake tasting on a

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sailboat in Sag Harbor during sunset it's a lot of s's um Sushi obviously connected to water sake 80 water last night I was actually with the sake sommelier who will be leading the tasting it's intimate in nature there's going to be 16 people and he'll lead us through a journey talking about how water is integral to the sake that we're drinking in the sushi that we're eating we won't be talking about shower heads a state of flow with Kim schrother amazing yoga teacher meditation as well

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we'll be do you be doing yoga by the pool and meditation then in the pool and it all will be about a state of flow which is connected to you know water has movement and also has Stillness and those two qualities are inherent in yoga holding poses poses that move and really rely on your movement so that will be the theme for that event and then happy to answer any questions foreign [Music]