Walmart Appeals to Gen Z with Exclusive Bubble Launch
Path to Purchase Institute staff
Walmart has become the exclusive retail partner of Bubble, a gender-neutral, direct-to-consumer skincare brand focused on the needs of teens and young adults.
Bubble's entire lineup, encompassing a toner, a toner spray, a clay mask, a makeup remover, a cleanser and two moisturizers (for "normal to oily" and "normal to dry" skin), rolled out to walmart.com and 3,800 of the mass merchant's 4,743 stores in July. Priced between $11.98 and $18.98, the products cost a few cents less than via direct-to-consumer website hellobubble.com, which also offers a full product set and a sample set. (A pair of Bubble bundle sets were also sold via walmart.com for $38.64 each, but the sets appear to no longer be available.)
In stores, an endcap display communicates how and in what order the SKUs can be used to care for dry or oily skin. A brand showcase within walmart.com also groups the SKUs in the same way and hosts a video from beauty influencer Hyram Yarbro explaining how to determine skin type.
The mass merchant promoted the launch on July 15 by posting a conversation between beauty merchant Julia Turley and Bubble founder Shai Eisenman to its corporate blog. Eisenman detailed how the brand worked with dermatologists and product developers for two years to formulate a simple skincare regiment using vegan, natural ingredients. The blog post also plugged Bubble’s commitment to donate 1% of proceeds to nonprofits focused on helping young people with mental health issues and explained why Eisenman was eager to get into Walmart stores.
“We’ve known since launch that buying online is a challenge for people, whether they didn’t have their own credit card or because their parents didn’t trust an online-only brand they hadn’t heard of,” Eisenman said in the post. “Being in Walmart stores really makes the product more inclusive and accessible.”
A July 18 Instagram post by Walmart promoted the launch while Bubble plugged the partnership on its website, and Instagram and TikTok accounts. Walmart also used an Aug. 4 Instagram update to position the brand as a component of a back-to-college beauty routine alongside a vitamin c serum from Uoma by Sharon C., another new Walmart exclusive. Both brands are part of Walmart’s strategy to increase its appeal with Generation Z shoppers through a focus on independent producers making inclusive products.