We all know that there are hundreds and hundreds of bath and body lines out there today. Why would I want to get into an already saturated market, and how could my products be different? These are the questions that swirled in my head when I began The Bubble Roome in the summer of 2004, and are actually still swirling today. So here is what I decided:

1. Have shelf appeal but make it different than the norm. Use my design skills to make the packaging look good, since shelf appeal is a big part of a consumer's reaction to a product. I wanted to base the design concepts on turn-of-the-century apothecary labels, but knew that that wouldn't be enough (Altoids, Bigelow's, etc do a good job with that). I also wanted to add the use of pattern and color that the Victorian's used and their delicate and intricate type design. But I didn't want this to look too retro, I wanted it to be updated, to reference the 1900's without creating something too reverential or precious. So basically, it all boils down to a media label that seemed to pop up in design magazines at the same time my products launched (there must have been something in the air). The label placed on the look of The Bubble Roome? Neo-Victorian.

2. Make affordability a priority. I tailored my recipes so that the products could be priced for daily use, not simply for gift giving. This lets customers explore the line to find their personal favorites, and doesn't play the traditional consumer game of equating high price with the perception of high quality. Have the high quality, price the items to make a profit, but keep the line in an acceptable range for the budget-conscious consumer (like ME!) who could never buy a $32 Sugar Scrub from Fresh (even though I wanted too).

3. Keep the quality higher than average. I want to pack as much "goodness" in my products as possible. For me, goodness means mostly natural and less synthetic. But it also means to me a chemical that was derived from a plant source (like Stearic Acid, Cocamidopropyl Betain, etc). I don't claim to have Organic products, and the word Natural is thrown around so much it can mean almost anything, so it's really a matter of having recipes with generous amounts of the good stuff, and with as little of the fake stuff as possible. This is why my Body Butters are made with 50% butters, not just 5% or 10% which is standard. And why my Body Wash doesn't have any sulfates. And why I use Paraben-free preservatives. And why I substitute Aloe Vera Juice in place of water as much as possible. I discern that Essential Oils are natural, Fragrance Oils are synthetic, but I really wanted to offer both types for my discerning customers. That's why The 100% Goodness Bars (natural) and The Brooklyn Slice products (with synthetic ingredients) are in two separate & distinct categories. Creating consumer awareness about the ingredients they use on their body is very important to me.

4. Be environmentally-aware. The paper used to wrap the soaps is 100% post-consumer paper from Neenah. And though I would love to use glass for my packaging, I use plastic packaging because glass just isn't practical in a shower or tub. So for the lesser evil I decided that using HDPE plastics, which are recyclable, are better than PET plastics, which are also recyclable, because of the way they are manufactured. From what I understand, PET is a more toxic process to make than HDPE. I am always looking for post-consumer plastic packaging, and am now looking into biodegradable containers and containers made from corn. It's all just small steps, but if more company owners would be more environmentally-conscious in their business decisions, I truly believe the world would be a better place.

I really enjoy all facets of this business, as it seems to satisfy all the different aspects of my skills and interests. I hope you enjoy the products as much I enjoy making them.

David E Johnston - Purveyor of Goodness