Thread by @benschreiber_

The most successful beauty product of the past few years isn’t a cream, fragrance, or powder — It’s a filtered shower head.

And it’s all thanks to a genius lead generation tactic.

This is the story of how Jolie went from 0 to 8 figures in revenue with a single landing page 🧵

Jolie was founded by entrepreneurs, Ryan Babenzien and Arjan Singh.

Prior to founding a beauty & wellness company, Babenzien built and sold Greats, a DTC brand that sold high-quality, Italian-made sneakers.

After only a few years, Greats caught the eye of Steve Madden, who loved the brand's elegant, but approachable style.

In 2019, Madden purchased the company for an undisclosed amount.

Babenzien assisted with the transition, but soon found himself anxious to start a new project.

His first endeavor as an entrepreneur taught him valuable lessons about how to build a successful consumer brand.

When thinking about his next venture, Babenzien concluded that:

- It had to cater to vanity or vice
- It couldn’t have sizes
- It had to be done habitually (daily)

While playing around with a few ideas, Babenzien began to do research on water quality across the America.

If so many people filter their tap water before drinking it, what was that same water doing to their bodies in the shower?

Babenzien learned about several compounds commonly found in the water supply: Haloacetic acids, thallium, chloroform, chlorine, and benzopyrene.

At lower levels, they can be beneficial to public health.

In excess, they cause dry scalp, skin irritation, and damage to skin/hair.

After that, it clicked.

If people are spending thousands of dollars on shampoos and creams, why isn't water quality also a crucial aspect of a person's skin and hair care routine?

Their solution was a shower head with a built-in filter.

Jolie's kdf-55 + calcium-sulfite filter captures 85% of water contaminants commonly found in the United States.

The shower head could be attached to most faucets and the replaceable filter could be changed in minutes.

But, there was still one major hurdle:

Babenzien and his team needed to convince their target customer that water quality was important to skin and hair health.

To do it, they enlisted an unconventional lead generation tactic.

It began with a landing page and a simple prompt:

"See What Chemicals Are In Your Water."

The Jolie team created an integration to Klaviyo with EPA water quality data from every single county in the US.

This was their Water Quality Report.

A concerned consumer then provides their email & zip code and gets sent a water quality report in their county, showing the poor quality of their water.

Potential customers now are educated on the problem they have, and Jolie alley-oop's the perfect personalized solution!!

It became the perfect lead gen tool. Engagement, cvr, and retention UP!

Jolie leveraged publicly-available data to prove to consumers that low water quality was impacting their health.

Then, they presented a solution — Not a plumbing fixture. A beauty and wellness product.

With the help of great branding, impressive content strategy, and rock solid subscriptions, this lead gen tactic helped propel the company to over $25M in sales in just two years.

If this growth continues they're projected to reach over $50M in revenue by the end of this year!

Want to emulate Babenzien's strategy for yourself?

Ask the following questions:
- What is the negative impact caused by my consumer's pain point?
- How would consumer education improve my message?
- What format (medium) is going to prompt my target consumer to act?

Want to learn about some of the most creative marketing tactics in DTC?

Give me a follow at @benschreiber_

Want to learn about the Jolie story? Check out this incredible thread from @mrsharma detailing the genius of the Jolie business model.

https://twitter.com/mrsharma/status/1649441803349938177