“As millennial customers start to enter the anti-aging category, they want to do it on their terms,” said Tula CEO, Savannah Sachs.
We’ve previously reported that Tula, the self-care and cosmetics brand made with probiotics and superfoods, reached 20% higher basket sizes during the pandemic.
Now, here’s another step the brand is taking to set them off towards CRM success. And it starts with a survey.
CEO Sachs said, “We want to be the go-to brand for millennials who are entering the ageless category for the first time and are looking for clean products that are uniquely designed to meet the needs of the next stage of their skincare journey.”
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So, Tula asked 10k+ shoppers whose average age was 33 to participate in a survey for a small incentive. A fantastic way to engage consumers.
Globe News Wire reported that Tula’s survey found that “50% of its primarily millennial respondents were interested in adding ‘anti-aging’ products to their routines, with only 28% currently using them, revealing a whitespace in the market.”
By listening to consumers and properly applying those insights into its product offering, in the best way possible – Tula launched a new ageless skin product as an extension to their #EmbraceYourSkin campaign:
On the other hand, customers who don’t wish to use such products are also taken into consideration by the brand as the new ageless category is firmly against anti-aging stigmas.
In its brand marketing photos, Tula has announced that it will not photoshop/touch up photos. Therefore, the brand also aims to change the perception of aging and meet a wide range of personal preferences.
“There’s nothing ‘anti’ about aging – and we know from our recent Confidence Survey – which found that 70% of customers feel beauty ads degrade their self-confidence – that language matters. That’s why we’re looking to completely reimagine and rebrand this category with a fresh perspective that celebrates the concept of healthy skin at any age.
“Regardless of how old you are, or if you’ve used preventive products in the past, we believe there should be no shame in choosing to treat signs of aging, or choosing not to—we are proud to offer clean and clinically effective options if you choose to do so,” said Sachs.
And we are in love with this message.
The beauty of it all is Tula’s unique marketing approach. With the brand’s ageless category, they aim to offer solutions to a problem while also trying to reframe the problem as a positive.
Data, as you can see, come in all shapes and sizes. And ages.
