Despite the fact that the baby boomer generation is increasing the senior population each day, not many skin care company’s focus on older adults as a target market segmentation. Thankfully, Because Market has been quite innovative in offering services for them since its launch in 2017. The aim of Because Market is to keep seniors active and live their best life while staying at their respective homes.
The company was founded by Alexi Suvacioglu and Luca Gualco. In the past, it has developed bladder protection products available on the market today and has continued growing their assortment with the recent launch of their Skincare line. In short, today, many direct-to-consumer brands cater to millennials. But Because Market is committed to delivering a curated assortment of high-performance personal care products via a convenient, monthly subscription directly to older adults at home.
It all started with finding a better way to shop for Bladder Protection – underwear, pads, guards and more – to help the estimated 1 in 3 older adults who suffer from incontinence. Luca shared “When you need it, better protective underwear can be life-changing. So we started Because to create a better way to help you and people you love live full lives.”
The Founder’s backgrounds are rooted in technology, previously leading growth at WeWork, Uber, Ferrari and eBay. They came together to disrupt both the way older adults shop for the products they need everyday as well as inject innovation into a category that has long been forgotten and underserved. They count over 100,000 happy customers and 80 million products shipped.
Buying bladder protection in stores was never a great experience – shelves with too few choices and often sold out sizes or absorbencies, no one to help and no discretion. Now more than ever heading to the store carries its own risks. Amazon is always there, but it’s overwhelming and there is no phone number to call for a recommendation. Because Market fills that gap – a helpful resource every step of the way – for advice, product support and an ever expanding assortment of products to enhance the lives of their older adults.
The brand started expanding beyond bladder protection last year with the launch of their CBD line, developed specifically for older adults. Co-founder and CEO Alexi says, “Our customers lead the way for our product development. Older adults suffer from pain, anxiety and trouble sleeping and we noticed that requests were coming in every week for CBD. Older adults were interested in CBD but didn’t know where to start, and didn’t know if they could trust what their kids or grandkids were buying. They wanted CBD from a brand they could trust, and we were proud to develop it.”
Here is where we get into the grooming and beauty market. In fact, up to this point, I have never once in my career reviewed a skin care line for seniors. I am happily surprised to see this market being catered to in today’s market. Development of their new Skincare line followed a similar path with customers letting the company know it was about time that older adults had dedicated skin cleansing and protection products for their unique needs. Luca shared, “We receive many letters from our customers – it’s the highlight of our days. Some are emails, but even though we are an eCommerce company, many are handwritten and mailed to our office. They often tell us about how our products are helping them live their lives, and give us ideas for where we can go next. One theme that came up time and again was that no one wanted to keep buying too small baby wipes and diaper rash cream in the baby aisle! It was time for their own products.”
The new skincare line, in development for over a year, focuses on cleansing and protecting the delicate skin impacted by incontinence. Keeping skin clean and dry is essential to comfortable daily living and the new line includes Because Flushable Wipes as well as the Because No-Rinse Cleansing Spray and two Creams, even hand sanitizer gel and wipes – a timely last minute addition.
Because No-Rinse Cleansing Spray is unique to the market and unlike anything you’ll find in stores. Luca added, “Some people don’t want to use disposable wipes and this spray allows for a more thorough cleansing with no waste.” It features Aloe Vera and Vitamin E and is gentle enough for use all over the body. “We tested multiple versions of the product with our ambassador group to make sure we got it right.”
After cleansing, customers use the Because Soothing Cream that moisturizes and soothes redness and the Because Protective Skin Cream, offering a barrier of protection against wetness with a high percentage of Zinc, in addition to nourishing Vitamin E. These are vitamins many times required for seniors to use.
These products work together to make sure customers aren’t just free of bladder leaks and embarrassment, but also feel clean, fresh and free from irritation and infection.
CBD creams continue to resonate with customers as well, including the Because Hemp Skin Relief Cream, which Luca said was conceived after working with their “Ambassador Team” of older adults. “We have a group of 500 older adults that help us vet ideas and alert us to possible new trends. As younger founders, we are committed to innovating for the senior market but we know we are not the market, so we lean on our Ambassadors.”
The Hemp Skin Relief Cream contains 1000mg of natural full-spectrum CBD and helps alleviate physical pain, regulates sleep cycles, manages stress, and improves overall wellness. “While it was developed for seniors, Alexi and I are happy product testers and the product works great.”
In my research, I have always been aware that this market segmentation has been overlooked. So much so that many seniors seek out skin care products that do not focus on the their needs and requirements.
Bladder protection is where things started, but with a full line of CBD products, a brand new skincare line, $35M in funding and an engaged & passionate customer base it seems like Because Market is just getting started.