28/08/2025
This is Ryan. He sells shower heads. And last year he made $28M doing it.
Here's what happened.
1/ Early days
Rewind to 2019. Ryan just sold his sneaker company. And he's itching to launch something new.
He wants to sell a simple product that people use every day. And he's got a wild idea.
Ryan's been suffering from dry skin. After some digging, he realizes the problem could be coming from his faucet. Specifically, the water quality. It sucks.
And he's about to fix it.
2/ Designing the product
Ryan designs a shower head that filters the water as it leaves the tap. Getting rid of the nasty stuff like chlorine, lead, and mercury.
But he doesn't stop there. He makes it beautiful. A slick design that could be spotted even without a logo.
He calls the brand Jolie.
Now it's time to find customers.
3/ Perfect positioning
The shower head category is crowded with names like Kohler and Jaquar. Just walk down the Home Depot aisles. You'll see them covering the orange shelves.
And that’s a problem. Ryan doesn't want to arm wrestle the giants. He wants to sidestep them.
And he knows just how to do it.
Instead of positioning Jolie as a shower head, he positions it as a beauty product. After all, beautiful skin is clean skin. And that starts with purified water.
The pieces are in place. Now it's time to make noise.
4/ Marketing magic
Jolie launches in December 2021.
To get attention, the company offers free water reports on its website. Just tell us where you live and we’ll email you a full water analysis.
In other words, we’ll tell you how filthy the water is.
Ryan quickly racks up 15,000 email addresses. People who are suddenly aware that their water is a problem.
Jolie is here to help.
In that first year, sales top $4M.
And last year, that number was north of $28M. With plenty of room to grow.
5/ My take
Pay attention to how exactly Jolie is spinning up demand.
Nobody's hunting for a filtered shower head. So Jolie can't just capture demand. Instead, they need to create it first.
And they do it by scaring the crap out of you.
1→ Free water report (lead magnet)
2→ Show people their dirty water (create pain)
3→ Introduce the shower head (sell stuff)
Brilliant funnel. And super simple.
They're riding the clean water movement. One shower at a time.
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