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Bubble Skincare has earned a coveted spot in the skincare routines of Gen Z and Gen Alpha with its colorful packaging and social-first marketing approach. Now it wants to drive more loyalty among younger audiences through real-world activations, starting with college campuses.
This weekend (Sept. 14) will see Bubble launch its “Face the Gameday” college tailgate tour at the University of Florida, followed by stops at Louisiana State University (Sept. 21) and Auburn University (Sept. 28).
Shai Eisenman, Bubble’s founder and CEO, told ADWEEK that tapping into sports marketing on the collegiate level will offer high visibility and brand awareness, ultimately allowing the brand to reach a wider audience and build consumer devotion.
“Bubble’s college tailgate tour isn’t just a marketing tactic; it’s a strategic move that positions the brand where we know our audience and community are already heavily engaged,” she told ADWEEK. “We’re diving headfirst into the heart of Gen Z culture, where sports and skincare collide.”
Each tailgate will display a Bubble-branded immersive space, inviting students to interact with the brand’s products including its new Tell All lip balm and Fresh Start gel cleanser, play tailgate games, and educate themselves on their skincare needs.
“Face the Gameday” builds on the success of “Bubble on Campus,” the company’s exclusive college ambassador program for students across the U.S. “Last year, we conducted a series of experiential meet-ups at various national campuses, which led us to recognize the need for a more substantial presence within the collegiate community,” shared Eisenman.
Bubble — which has retail partnerships with Ulta, CVS, and Walmart — plans to use its TikTok and Instagram accounts to promote the tour. It will measure its impact through on-site engagement, social media sharing, products sampled distributed, and Bubble on Campus sign-ups.
“By monitoring the use of the hashtags #FacetheGameday and #BubbleonCampus, we’ll be able to assess real-time social media engagement, and following the experience, we will monitor foot traffic at nearby ULTA stores to determine if the college event significantly impacted retail sales,” said Eisenman.
