Do you need a shower filter?

Review #1 - Jolie 🚿

Happy Friday team.

Since it’s the first edition of my review series, I’ll give you the rundown of how it’s gonna go:

I will be sacrificing myself as human guinea pig (sorry, not a plant based reference) and testing out an internet-famous / beautifully packaged / brilliantly marketed wellness item that I’ll report back on to you all. I’ve been told I’m very honest (derogatory), so don’t worry — I’ll give you my *authentic* review with my Incredibly Official Criteria™.

Plus, if you stick around till the end, I’ll give you some interesting bits of news that have crossed my desk this week. Without further a due…

Review #1 - Jolie 🚿

What Is It

Jolie is a “beauty wellness company that purifies your water for better skin, hair, and wellbeing.” Their hero product is a filtered shower head meant to strip our water of chlorine and other unwanted contaminants as a ‘step-zero’ in our wellness routines.

Aesthetic

Jolie’s Filtered Showerhead is undeniably a beautiful product. They’ve nailed it with their packaging to make for a really seamless unboxing experience, complete with a QR code that links to instructional how-to-install videos (that were actually helpful).

Brand / Marketing

I think the brand has a lot of potential given their ~industry disruptor~ status, but their personality feels a little confusing to me at the moment. Maybe it’s the combo of cutesy graphics and high-contrast UGC on their site, but I think their online presence could be tightened up a tad.

this vs

this

Regardless, they’re directing their energy towards IRL activations which I’m predicting will have a huge resurgence this year. Their Prince Street “love shack” both piqued my interest and simultaneously caused my grouchy-New-Yorker-syndrome to flare up while attempting to walk through a perpetually congested block.

Efficacy

I think this review I found on their site summed it up perfectly. I initially bought it because a hair dresser told me there was “something wrong” with my hair texture (while continuing to bleach it) and that the issue is likely the water in my apartment was “too hard”. Obviously, Zuckerberg was listening to that conversation, as he does, and the targeted ads attacked me from all angles.

It’s been about a year since that conversation and my subsequent Jolie purchase, and while I have an inkling the hero in this story is actually this leave-in conditioner and not my showerhead, it does add some elegance to my bathroom and that’s all that counts, right?

Overall Thoughts

There’s room for improvement on both the results and the comms, but overall I think they’re on the right track and I appreciate what they’re doing for the wellness/beauty industry.

Also, major major props with the “Shower Thoughts” series on their site. Give us nosy-bodies the content we want and lean in harder to this ITG-style storytelling content. For some reason I just love knowing random shit like Chef Bae eats Soom Tahini and I have a feeling some of you people do too.

Rating: ⭐️⭐️⭐️

In Other News…

• Pickles for hot girls are a thing now

• Death Dust certainly sounds like something that’ll “pump me with enough essential vitamins and electrolytes” so I’ll “no longer be a flesh-eating zombie psychopath”. Cool.

• Where my Dr Bronner’s heads at?!

• The obsession with blood glucose continues, courtesy of one Glucose Goddess.

• The Anti-Juul Jones Club has $$ from Warby Parker 👀 (pun intended).

That’s all for now. If there’s a product you want reviewed or just want to chat, reply to this email. :)