![]() Fresh Start Gel Cleanser is four times more expensive than CeraVe’s cleanser on a per ounce basis. Inexpensive mass-market brands like CeraVe have been catching on with this group. According to Piper Sandler’s semi-annual of nearly 10,000 teens for fall 2020, female teen skincare spending clocked in at $101 per year, down 3% from a year ago. ![]() Price is paramount to teens that have limited budgets to spend on skincare-or have parents with limited budgets to spend on them. Eisenman says, “ They constantly look for products that are really aesthetically pleasing from a packaging perspective, and that they want to post and create content for, but they are obviously still looking for products…that will actually work for their acne.” ![]() Secondly, she points out packaging design is top of mind for social media-savvy gen Z consumers. “ There’s not a brand that, first of all, speaks to their values,” says Eisenman. In 2019, she conducted focus groups with 600 teens. Eisenman has been working on Bubble for two years, and spent a good portion of the time delving into the beauty industry to identify a white space she could enter and decided the teen segment could use shaking up.Įisenman says, “ One of the things I’ve learned was that, even though teens today are so different and a whole new generation, when it comes to skincare, they’re still using the Neutrogena’s, Clean & Clear’s, Mario Badescu’s of the world, which are brands that are very different than everything teens believe in and everything that teens are looking for.” Bubble’s debut assortment includes a makeup remover, cleanser, two toners, two moisturizers and a mask.Įisenman talked to a lot of teens to discover what they want in their skincare. The brand is launching Thursday on its website with seven skincare products priced from $12 for Bounce Bank Refreshing Toner to $19 for Come Clean Detoxifying Clay Mask. Digital marketing expert and millennial Shai Eisenman is giving gen Z, which she declared the “ best generation in history,” affordable skincare formulated for teenagers with her new venture Bubble.
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