How I'd grow Jolie

October 5, 2022

Jolie is a showerhead with an internal filter that removes chlorine, heavy metals, and contaminants.

And if you’re thinking: “Wow, that sounds like a boring product! How the heck do you sell that online?” - you’re absolutely right.

That’s why I love what they’re doing with Jolie’s positioning.

They’re selling the Jolie showerhead as a beauty device. It’s not competing with other generic showerheads; in their customers’ minds, Jolie belongs to a completely different category.

This, in turn, allows Jolie to charge a hefty premium.

The thing is, Jolie needs a powerful narrative to sustain this model.

They’re doing it well by telling people that you can have the best skincare routine products, but it’s all moot unless you fix the source of the problem.

If you look at their landing page, you’ll see a great example of why we commonly suggest focusing on benefits over features.

Jolie doesn’t tell you to buy a device that filters water. They ask you to buy a device that will make your skin and hair look better.

However, to sell Jolie as a solution, visitors must be made aware that they have a problem. In this case, most of their audience isn’t aware of the contaminated water’s effects on the skin.

Jolie did something clever to make their audience aware. They created a tool where you input your home address, and they send you a free water quality report.

I don't understand why the water quality report prompt is so low on the landing page.

Jolie did a great job creating this tool, but they need to make it more prominent.

I’d put a link to it in the hero section next to the primary CTA.

A great side benefit of having a tool like this on your website is that Jolie can collect a lot of email addresses.

Once they get the report, people become aware of the problem. Some will buy the solution immediately, but many won’t convert right away.

Jolie could send a sequence of informative content describing the scientific effects of the specific pollutant found in the visitor's water.

Jolie did a great job by adding a subscription option with a regular filter change, allowing them to get recurring revenue.

Since there’s a lot of friction when trying to make first-time purchasers subscribe, this option needs to do more to reassure them.

For example, they could mention things such as:

- Cancel the subscription at any time (no questions asked)
- We’ll ship the filter to you for free
- Add pics of the filters subscribers will get
- Reinforce how simple it is to install the filters
- Etc. 

Getting word-of-mouth isn’t easy with a product like Jolie. You can’t imagine people sharing pics of their showerheads online, can you?

However, Jolie can be shared privately with friends if people see the benefits after using it for a while.

The best way to incentivize one-on-one sharing behavior is an excellent referral program.

Pro tip: if you want to design an effective referral program, it’s vital to get not only the rewards but the incentives right, too!

People share things with friends for altruistic reasons - not to gain something from it.

Good referral programs tap into this altruism and give more to the referral recipient than the referrer.

Regarding SEO and search traffic, I know no one’s really looking for a product like Jolie. 

(Everyone Googling “filtered shower head” probably wants those generic $20 products sold on Amazon.)

But on the other side, Jolie’s missing out on the opportunity to rank for informational keywords that could drive new business and reduce the average customer acquisition cost.

For example, the ideal Jolie customer could be searching for information about some of the conditions Jolie claims to prevent by eliminating toxic elements from the water (e.g., psoriasis).

Someone searching for “natural remedies to psoriasis” might be interested in Jolie. It’s just a matter of presenting the showerhead as a possible solution in an article.

Social media of choice for consumer beauty products is a no-brainer; Jolie needs to be on Instagram and TikTok.

Most of their traffic will probably come from paid social, but that doesn’t mean they should neglect the organic side.

When creating a social media strategy, think about your ideal customer. Then, ask yourself why they should follow your account.

In this case, I’m not sure Jolie’s ideal customers would follow them on social.

Their content is a mix of promotional product pics, customer testimonials, and nature.

Where I think Jolie shines is their ad strategy. They run ads with more than 100 variations of different angles and styles, from user-generated content to carousels and videos.

I’d also try to promote their water report tool with ads. There’s less friction than trying to sell immediately. Once they have people’s email addresses, they can pitch their offer at a better time.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it