Looking for sustainable and organic products for your home? The Honest Company has you covered.
The CPG brand offers products like diapers, body wash, and cleaning spray via convenient recurring subscriptions. Founded by actress Jessica Alba, the brand has raised multiple rounds of VC funding and is now valued at more than $1 billion.
But how fresh is the Honest Company’s marketing? To find out, we ordered a collection of shampoo, conditioner, lotion, and bubble bath to get a feel for the entire customer experience.
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♻ Product Subscriptions
While we ordered a bundle of products just once, the entire Honest Company site encourages customers to buy recurring subscriptions of their top products. This makes a ton of sense since their target audience is busy parents who appreciate convenience.
These “bundles” are an easy way for the brand to offer a replenishment service for buyers and build a sustainable, recurring revenue model. But while the service is convenient, setting up the subscription itself is confusing. It took a bit to figure out how to set up a one-time vs. a subscription order of a product because of the site’s UI.
💸 Free Trial
In an unusual move for a CPG brand, the Honest Company also offers a free trial of their subscription service. This “Discovery Kit” offers new buyers the chance to try products for free, with the exception of shipping costs.
However, this option also auto-enrolls you in the subscription after the trial. This is great if you like the service, but quite annoying if you don’t.
🛒 Cart Abandonment
When we abandoned our cart full of Honest Company products, the brand creates a strong sense of urgency to buy now. This site popup that offers 10% off if you complete your purchase today is a great tactic — way better than just offering a discount to everyone who visits your site.
And as we continued to browse the site, the 10% off coupon stayed pinned to the top of the page at all times, reminding us that we could still check out and snag that coupon. However, unless we missed it, we didn’t see any retargeting ads and we didn’t receive any cart abandonment emails at all.
📦 Wrapping It Up
The Honest Company really understands its target audience. The products — especially the subscription bundles — are great for busy parents who don’t want to worry about ordering staples for their home. And while the brand’s site UI is a bit confusing and they haven’t invested in many paid ads, the Honest Company’s marketing strategy is focused and clear.
Rating: 🙌🙌🙌 1/2 out of 5
Want even more in-depth marketing reviews? Check out these recent episodes of Marketing Unboxed!