The capsule, which includes cobranded sets and merchandise, launches Tuesday.The capsule, which includes cobranded sets and merchandise, launches Tuesday.
Bubble Skincare has unveiled its newest collaboration.
Fresh on the heels of its collaboration with Poppi, the brand’s latest is with American Eagle. Comprised of cobranded apparel and beauty sets, the offering launches Tuesday on each respective brands’ sales channels.
For Bubble, it comes at a time as the brand’s footprint is still broadening, gaining 50 percent more shelf space with key retailer Target Corp. and its Poppi collaboration was exclusive to Walmart.
The collaborations, like many from the brand, was community-driven. “Poppi, we had heard from the community how much they love it. And our community absolutely loves American Eagle. It’s a part of their daily lives,” said Bubble chief executive officer Shai Eisenman. “It’s also a really unique way of extending Bubble outside of skin care, and it’s the first time we’re doing something beyond skin and lip.”
From an American Eagle perspective, the collaboration comes amidst what chief marketing officer Craig Brommers has called “some of the most talked-about marketing campaigns on the planet” over the past nine months.
“When we think about partners, whether they be talent or collaborations, we think about people and or brands that can help us amplify what we’re doing here at American Eagle,” Brommers said. “American Eagle is the number-one jeans brand for Gen Z, we’re the number-one specialty retailer for Gen Z, and we have the largest store footprint for Gen Z.”
The mandate is, as he put it, “to place ourselves at the center of youth culture.”
“We enter the picture from an apparel perspective, an accessories perspective, and give the community something they’re not currently getting from Bubble,” Brommers said. “For the American Eagle community, it allows our community to become a bit more familiar with Bubble and then also express that crossover. Having played in the talent space with collaborations for some time, we’ve found that the ones that work best are when we give a little bit of ourselves, and the partner gives a bit of themselves. That’s where the magic is.”
Bubble tested the range with a few community members and the reception was overwhelmingly positive, Eisenman said.
“When we tested this with the community, they gasped and couldn’t believe it was actually happening,” Eisenman said. “We’re going to find new and innovative ways to excite them.”
Brommers said that both brands, being social-first, are focused on digital channels for the marketing and that they would be “leaning into our respective creator communities to get the word out. And then, as you can suspect, we’ll have a presence in-store, so you’ll have that physical world, too.”
Collaborations still ladder up to American Eagle’s broader strategy, which Brommers likened to a streaming show. “Our customers know the general main characters, but in order for people to keep on tuning in, we need the story to evolve,” he said. “We need to bring in guest characters to push the plot forward, but still are a surprise to get people talking. And that’s what we’re doing here with Bubble.”
