BARS OVER BOTTLES (B.O.B)

PIONEERING SUSTAINABLE BEAUTY IN BRAZIL

During my Global Marketing trip in Brazil in January 2024, I had the opportunity to explore Bars Over Bottles (B.O.B), a revolutionary Brazilian company founded in 2019 by Gabriela Oliveira. B.O.B has embarked on a mission to transform the beauty industry through its plastic-free, waterless beauty bars, offering an eco-friendly alternative to traditional cosmetics products.

BRANDING AND POSITIONING

The brand came to life with revolutionary ingredients and concepts originate from a vision: the aspiration to align our lifestyle with the pressing demands of our planet. Among eco-friendly cosmetic brand, B.O.B is the brand of beauty bars that delivered perfect customer experience aspirational lifestyle because its innovation in sustainability by plastic-free waterless beauty technology for cosmetics and convenience, easy-to-consume with beautiful designs.

THE WATERLESS REVOLUTION IN BARS PRODUCTS

B.O.B's inception was fueled by the realization that over 80% of liquid shampoo bottles are comprised of water. By adopting a waterless approach, B.O.B significantly reduces its carbon footprint, minimizing the environmental impact associated with transport and packaging. This commitment to waterless beauty not only conserves water during production but also eliminates the need for single-use plastic packaging.

B.O.B's dedication to a 100% plastic-free model contributes to a circular economy, where no waste is produced. Packaging is either recycled or naturally returns to the environment, breaking down without harmful consequences. This innovative approach revolutionizes the entire supply chain, from production and transport to the use of clean ingredients and the disposal of packaging.

PLASTIC-FREE BEAUTY MOVEMENT

In a captivating introduction session, we discovered how B.O.B leads the plastic-free beauty movement by offering a range of hair care, skincare, and body care products in bar form. This innovative concept eliminates the need for plastic bottles, catering to environmentally conscious consumers and reducing the overall environmental impact.

DISTRIBUTION CHANNELS

Bars Over Bottles (B.O.B) adopts a versatile distribution strategy, catering to eco-conscious consumers online through its central website, e-commerce platforms like Amazon and Mercado Livre, and active engagement on social media platforms. In terms of offline channel, B.O.B collaborates with specialty stores, beauty salons, and participates in pop-up events, ensuring accessibility to a diverse audience interested in sustainable beauty options. This omnichannel approach effectively reaches eco-conscious consumers, contributing to the plastic-free movement in Brazil and beyond.

MARKETING PROMOTION AND GROWTH STRATEGIES

B.O.B's growth strategies focus on two key marketing directions: expanding the active client base by attracting valuable customers and implementing retention strategies, supporting by data.

CUSTOMER-CENTRIC STRATEGY

The brand resonates with a new generation of consumers seeking purpose-driven products, clean ingredients, and sustainability. B.O.B understand the targeted consumers, who’s willing to spend more for clean ingredients and sustainable products and who believe tacking climate change is also from their daily behaviors. According to B.O.B research, 897% more searches for plastic-free beauty products in online searches 2021, come from mainly gen Z and Millennials consumers.

B.O.B strategically enhances its marketing campaigns by actively engaging with the right audience to optimize website performance and create effective growth loops. The emphasis lies on tailoring campaigns to resonate with the target demographic, ensuring increased website efficiency and fostering continuous creative growth.

Understanding the insights, B.O.B strategically engages with its audience through a strong social community, becoming the world's first and largest waterless beauty community with over 600,000 followers on Instagram, 230,000 followers on TikTok, and 200,000 active newsletter subscribers.

DATA-DRIVEN ADVERTISING OPTIMIZATION

B.O.B stands out as a great example of utilizing data to optimize advertising efforts. The brand tracks click-through rates (CTR) and revenue from various ads, including promotional, influencer, and always-on ads. The company effectively monitors promotional levels, correlating discounts with increases in revenue and orders. Moreover, the brand employs A/B testing to optimize advertising and isolated specific metrics for enhanced precision and effectiveness.

This data-driven approach allows B.O.B to continuously refine and improve its advertising strategies for maximum impact.

RETENTION STRATEGIES AND CUSTOMER INSIGHTS

B.O.B employs robust retention strategies through CRM, including email marketing, flows, and WhatsApp. Special projects such as subscription services, loyalty programs, and referral initiatives contribute to the brand's success. Notably, customers who purchase accessories exhibit a 35% higher lifetime value (LTV) than the average, prompting B.O.B to grow revenue by bundling products with accessories.

Bars Over Bottles have been diverted over 5 million single-use plastic bottles from landfills and the ocean. B.O.B emerges as a compelling choice for those seeking a sustainable and effective approach to hair, skin, and body care. With its commitment to waterless beauty, circular economy practices, and customer-centric growth strategies, B.O.B sets the standard for eco-conscious beauty in Brazil and beyond.

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