Recurrent
Following my graduation from the University of Michigan & amidst COVID-19, I was approached with an amazing opportunity to work as a Social Media & Creative Intern for startup, Recurrent, that I couldn’t be more grateful for.
Recurrent is co-founded by two mom bosses, Tamar Rosenthal & Nava Unterman Ulmer. Tamar’s background in the startup realm stems from her experience pioneering Dapple Baby, a brand with natural-based cleaning products for households with babies and kids. Dapple has grossed over $15M in revenue (https://www.zoominfo.com/c/Dapple/355623702), which to me, was an indication that Tamar knows a thing or two! As for Nava, her background is in English, Writing, and Business Communications with consultancy experience at Morgan Stanley. Tamar & Nava’s rockstar backgrounds and their intriguing brand concept drew me in to this brand that I truly believe is on to something big.
Joining Recurrent’s team, my task has been to schedule & curate original content in tandem with marketing strategy to effectively catch the eyes of young adults and parents alike. Simone Fabricius, a professional designer, established the foundational brand materials for recurrent having designed their signature bathroom tile patterns & gender neutral Pantones. My job was to hop in and formulate a tangible brand voice & a fluid, engaging social media aesthetic inspired by Simone’s modern, surrealist, Memphis-style bathroom fantasy conceptualization.
Copy Examples
“our original website launch date: June 1, 2020. but, some things are meant to be put on hold so more important messages can be heard. this is not how we intended to introduce our brand to the world. so please be patient with us as we navigate launching our site and introducing our company, while also joining the crucial conversation of racial inequality in America and working to support black people in our communal fight for their justice and enduring equality.” www.instagram.com/p/CBPBkMBlwbH/
“the clean + conscious hygiene brand you've been looking for has just hit the scene. recurrent keeps clean, simple. you've got one body + recurrent has one job, so use the stuff that works. check out our site to see more (link in bio for good things)” www.instagram.com/p/CBVqw0MFKQ4/
“welcoming the one, the only, THE recurrent OG bundle. this is the trio your bathroom cabinet has been waiting for. the essentials you need to look + feel your best. for all hair/skin types + all humankind.” www.instagram.com/p/CBeAJznlB-G/
“meet the deodorant... the OG unscented product that keeps you smelling fresh all day, fighting stink with safe, aluminum-free ingredients. it kills odor while zapping away sweat. your underarms are in for a sweat-free treat.” www.instagram.com/p/CBvhU5TjnyI/
“meet the power of powder. a face wash like you’ve never seen or felt before. it busts your acne breakouts, manages oils, heals, hydrates, refreshes + cleanses your skin. this OG product packs the punch in ways you never knew you needed.” www.instagram.com/p/CB0rzxaj0e8/
“meet the 2:1 shampoo + body wash... the OG product that handles it all, reaching every sq. inch of body acne. AND it creates hydrated, silky smooth skin + hair. sound too good to be true? try our 2:1 and see the epic results for yourself.” www.instagram.com/p/CB5eivdD5jw/
“looking to occupy that quarantine boredom? recurrent's got your back... and your face... and your everything else... check out our rad blog for tips and tricks on the hygiene problems we all secretly have. hygiene pride ONLY.” www.instagram.com/p/CCBx-rGDzbI/
“if only your pimples had personality” www.instagram.com/p/CCG3mXTDXya/
“recurrent is all about those fresh face + body feels 🤩 our powerful products will leave you refreshed + good as new ✨” www.instagram.com/p/CCJyVVdDM11/
“ever ask yourself, ‘what the heck are in my products’? well, what if we told you recurrent's secret sauce consisted of magical forest creatures like shrooms? ... REISHI mushrooms that is - a fungi teeming with health benefits keeping your mind clear + skin clearer. it's the reishi that makes our OG bundle oh so magical indeed.” www.instagram.com/p/CCWCsaLjtkK/
“no campfire is complete without s'mores. say yes to s'MORE toasty marshmallows + worry s'LESS about unwanted breakouts. recurrent's got you covered for both. happy summer trails 2020 campers! 🏕” www.instagram.com/p/CCWxAN0DzWW/
“ever find yourself in the store aisle dazed + confused? we don't blame you. in a sea of the same, it's hard to know what's best for your body + needs. recurrent takes the mystery out of hygiene with our back-to-the-basics OG bundle with natural + effective ingredients.” www.instagram.com/p/CClp7OMjRNC/
“As written by the famous playwright William Shakespimple, "to pop, or not to pop, that is the question." what is one to do when an unwanted pustule shows up to the party? some say a good 'ol squeeze does the trick while others are more hesitant to touch. well, this age old question DOES have an answer, one you can find specifically on recurrent's blog. LINK TO ARTICLE IN BIO!” www.instagram.com/p/CCoFNKoj6Hh/
“Florence + The Machine may claim ‘the dog days are over,’ but we can assure you, they're not! it's been nothing but HOT☀️this July, so let's embrace that sun. we all deserve a healthy dose of vitamin D. get your flamingo float🦩, sunglasses 🕶, + sunscreen ready w/ a side of our OG deodorant.” www.instagram.com/p/CCq6K3wHdbR/
“did you know July 17 is the annual celebration of all your favorite emojis? seriously, it's #WorldEmojiDay! with so many emojis we know + love, there are always a few we wish to see. at recurrent, we dream of a face wash emoji to one day clear all the pimples in emojiland. for some festive fun, check out https://worldemojiawards.com/” www.instagram.com/p/CCtIytcDkfP/
“if your dog 🐶 can make time for self-care, so can you ✨” www.instagram.com/p/CC3gn66jt6k/
“is this you? YUP, we've all been there. whether it's a dandruff dilemma, stink situation, or bad breath business, recurrent (+ your fav stars) can 100% relate. take a look at recurrent's blog to brush up on your hygiene facts as you shake off any unnecessary embarrassment. check out this week's blog article topic on dandruff. LINK IN BIO.” www.instagram.com/p/CC6J1mfJI8H/
“in case you missed it, here was yesterday's epic collab between recurrent + superstar young chef 👨🍳Eitan Bernath. @eitan made a delicious golden milk✨🥛featuring our FAVORITE ingredient, the reishi mushroom 🍄 it's clear: the reishi is a game-changer that gives a power-packed punch to everything from our products to this drinkable delight 👊” www.instagram.com/p/CC_iEZzD77X/
“forgot about our favorite trio? we sure didn't! this is THE OG bundle: recurrent's deodorant, 2:1 shampoo + body wash, and face wash. there’s no question that you'll want these natural 🌱 products in your bathroom arsenal. they’re the essentials of what you need to look + feel your best ✨plus, they work for all skin + hair types. good for earth 🌍 + all 🙌” www.instagram.com/p/CC_jw0NDHp1/
“anyone else feeling like the days are FLYING?! we certainly do. with 1 week left of July, we're calling for a summer celebration to enjoy the warm weather that's left + the (COVID-19 safe) traditions that come along with it. treat yo' self to sun + sand because your body + mind deserve it. comment below your fav summer activity 🌞” www.instagram.com/p/CDCIC_jj2L8/
“welcome to the future 🔮 a world where hygiene products depart from their traditional, gendered marketing + are suddenly suited for all 👥 no more guys vs. gals. so, welcome! recurrent is erasing the binary to highlight EVERY individual 🙌 we're not like those other brands telling you who you need to be to use our products 🚫 rather, we're embracing everyBODY deserving of healthy + safe products (that, bonus, also work 👌). for more info, check out our blog article titled ‘why this gender neutral hygiene works for YOU.’ link in bio.” www.instagram.com/p/CDMrMlbjxRy/
“control + alt + delete all those product ingredients your body + our earth are SO much better without 👋 bye bye phthalates, parabens, sulfates, artificial fragrances, and dyes. unfortunately, you're dead to us #sorrynotsorry 🤷♂️” www.instagram.com/p/CDwGh_bjKt-/
“the sun is setting earlier 🌅, the nights are getting cooler 💨, and your summer at camp is (unfortunately) coming to an end 😢 campers, we hope you were (re)current at camp... in other words, present and in the moment with the friends you live 🔟 months to see for 2️⃣! comment below your favorite camp moment (past or present) where you were super (re)current at your home away from home 🏕” www.instagram.com/p/CDzIef4jKqG/
“hey leading hygiene brand, you're cool and all, but recurrent's cooler 😎 we no longer accept the products made for ANY body 🚫 when young adults clearly have different needs! and guess what, we're NOT those adults hiding behind the curtain playing guessing games. we go straight to the source: 👉YOU 👈 to get your input, feedback, and involvement on what works + what you love 💯 the next time you're scanning the store aisle, just keep that in mind 🤔” www.instagram.com/p/CD1Z2d4DH88/
“if you've been looking for a sign from the universe, this is it! 🔮 recurrent's products are ready + available for all young adults to purchase, try, + fall in love with instantly 💛cheers to young adult designer @wolfedesignco who we teamed up with for our #recreate recurrent campaign. doesn't this soothing, colorful gift get you in a shopping mood? 🛍 😋” www.instagram.com/p/CD3w43kjuDl/
“it's #NationalNonProfitDay so we're highlighting our stellar nonprofit partner @HopeandComfort! ⭐️ 1000s of teens nationwide can't afford basic hygiene, and Hope & Comfort works to address this serious + urgent need. since recurrent's mission is to make hygiene accessible to ALL young adults, NOT just those who can afford it, we're proud to partner with @hopeandcomfort. and thanks to your purchase of recurrent, we’re able to give hygiene products to young adults who need it, and who deserve to feel clean + confident too 💫” www.instagram.com/p/CD_skCajEuq/
“oh HEY! recurrent has got BIG news 🎙 starting today, you can buy your favorite recurrent products INDIVIDUALLY 🥳 if the bundle isn't your thing + you know the 1 or 2 products you love, now they're yours. also, all of our individual units are on SALE for a limited time! check out our shop page (link in bio) to get your fav + comment below whether you're #teamfacewash #teamdeo or #teamshampoobodywash” www.instagram.com/p/CEDCwAmjQ9s/
“just like Tigger, we're jumping for joy over our love for the reishi mushroom 🍄 ❤️ if you don't know this forest-dweller, the reishi is our magical sauce; it's the traditional ingredient in Chinese medicine that makes our products so effective in zapping those zits 💥 while freshening you up too. it's time to squash those breakouts and celebrate! get your daily dose of reishi found in each one of our products, now on sale individually” www.instagram.com/p/CEFce-cDhrJ/
“today's #NationalLemonadeDay 🍋 which teaches young adults how to start, own, + operate their own business 👊 something we absolutely LOVE. this holiday is meant to encourage the entrepreneurial spirit of young people, so let's show some love for these game-changers. COMMENT BELOW an awesome young adult brand, entrepreneur, + business that you know & love. YA bosses, your ambition + drive speaks to recurrent's mission to not only build up body confidence, but also MIND confidence. DM for a PARTNERSHIP/COLLAB 🙌 PS. shoutout to @francescakroll for this lemon-tastic graphic” www.instagram.com/p/CEHmoQ7DlQg/
“not only does recurrent have pride in our clean, eco-friendly 🌱 ingredients, but ALSO our understanding of the craziness that's the young adult body. yup, you guessed it... HORMONES! 🤪 if you're going through changes like Nick, Andrew, Jessi, Missy, + Jay on @bigmouthnetflix, take a deep breath. we've all been there before! don't worry, recurrent’s got your back. seriously, it's why @navau + @tamar.rose started this brand: to produce products that WORK for you + your young adult body👌while making growing up WAY less weird 😅 cue the #pubertyparty 🎊” www.instagram.com/p/CEKAYekD0qz/
SOCIAL MEDIA GROWTH
Recurrent’s Instagram (@thisisrecurrent) following has increased by 785% & the # of likes on posts has increased by 195% (between April-July 2020).
Facebook engagement is up by 7,056% & reach is up by 109,173% (between April-July 2020).
After a few rounds of FB/Instagram ads, Recurrent’s entire ambassador program has filled + exceeded capacity.