An instant success on TV shopping, natural-beauty brand Beekman 1802 faced a challenge to communicate the founders' Dr. Brent Ridge and Josh Kilmer-Purcell neighborly-kindness message in-store at Ulta. SnapChat was how they did it.
Their big break came in 2013 when TV-shopping channel Evine, now ShopHQ, came calling. They were ready for prime-time having starred in a reality television show, “The Fabulous Beekman Boys,” that ran for two seasons in 2010 to 2011. Starting with its flagship goat milk soap, they expanded into other skincare and natural cleaning products and became a breakout bestseller.TV shopping channels and became an even bigger hit there.
How could Beekman 1802 be more than just another brand on the Ulta sales floor and communicate the secret sauce that made Beekman so special from the start? They fixed on SnapChat as a way to bring video’s interactive immediacy to connect with in-store shoppers in a happy, friendly-neighbor way.Each Beekman 1802 endcap or table display has a prominent SnapChat QRcode that let’s shoppers see a virtual baby goat prancing through the aisles.
“We learned 12 years ago that goat milk soap preserves the acid mantle of the skin because it has the same PH as skin. Now our research keeps progressing and we are funneling more resources into research in terms of nourishing the microbiome of the skin,” Ridge says. “We look at kindness as a mission and as an approach to wellness,” Ridge says. “We believe that just a little kindness to the skin creates a ripple effect in self-care. A little act of kindness in our communities and neighborhoods does the same thing.”To extend their brand of kindness, early on the company developed a Kindness curriculum for new employees. Success there led them to offer a Kindness program for their neighbors through a four-day immersive experience.
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