In this episode we chat with Blume’s Co-Founder, Bunny Ghatrora.
Blume is a women’s skincare and self-care company eliminating the shame and embarrassment that stems from puberty and growing up.
Did you know that 60% of women felt their self-esteem plummet through puberty?
What used to make young girls feel ashamed is being normalized thanks to companies like Blume.
Let’s Jump in 🚀
📈 Zero to one
Before Bunny and her sister/co-founder Taran launched Blume, they tested the market and built their audience by running a third-party subscription box selling pads, tampons, and other related products.
This was a lower risk option that helped the sisters build an audience while honing their products and learning the product and fulfillment side of eCommerce.
Bunny points out that sex education across North America is lacking, and totally up to school boards who are provided with minimal resources.
If you want to reframe your niche, education is an essential. Blume created sexual and health education resources called the State of Sex Ed which is availbale to everyone!
🙌 Product naming
Blume named their products to remind customers why they’re using them.
“We really wanted to bring that emotional connection and personification to the products.”
For example, feel dreamy while using the Daydreamer Cleanser and hold your loved ones tight after applying your Hug Me Deodorant.
What do you want from your zit? Just Melt Down please!
🤳 Building a social community
Gifting to micro-influencers is another key part of their strategy.
“We really focus on creating that community of folks who resonate with the product beyond just what it does, but also the why behind why we started the brand, our values, and what we truly stand for.”
As Blume has gotten older and gained popularity, they’re very specific about who they work with.
“We’re hand-picking influencers. We’re very careful about who we ship to and why, and what they represent for Blume.”
Every influencer you work with represents your brand. It’s crucial they align with your mission and vision.
😎 The Importance of Personalization:
Bunny acknowledges that marketing can be a blanket approach, but specifies: “We want each customer to feel like an individual.”
Here’s how Blume connects with their customers on a personal level:
- Offering free Starbucks to their customers via SMS.
- Interacting via TikTok.
- Treating their customers’ inboxes as sacred places. The customer chooses the consistency and types of emails they want to receive.
What’s next for Blume?
🛍 Livestream shopping
Shop Lit, a livestream shopping platform, is huge in China and it’s picking up steam around the world.
Blume has been early adopters of this medium and they’ll continue testing out the platform as it evolves.