Personal Care Purchases by Mouse

by RaeAnne Marsh

Local startup The Bathroom Sink taps into a niche that spans demographics with a simple premise: People want to save time and cut back on errands. Inspired by co-founder and CEO Joe Doucett unexpectedly running out of toothpaste one morning, The Bathroom Sink helps avoid such inconvenience by predicting when a user will use up a personal care item such as shampoo, deodorant, et cetera. The Bathroom Sink sends an email prompt, and if the member accepts it, he can immediately reorder that product. “Amazon is our retail and delivery partner,” says Doucett, explaining The Bathroom Sink is integrated with Amazon through a program the online giant offers to companies that meet specified criteria. Instead of a car trip to the store, the Bathroom Sink member can refill with the click of a mouse.

The Bathroom Sink has its own site populated with assorted products — based on surveys with members and social media, and research into popular items — and the members’ final checkout is through Amazon. Additional items may be added to the site, at members’ request, if they are available on Amazon.

The program also allows members to plan ahead, calendaring delivery in preparation for anticipated need, such as hosting visiting guests.

Currently, only 3 percent of the $50 billion in sales in the personal care industry takes place online, but that is expected to double by 2018 and possibly triple by 2020.

The company built up a following organically, mainly through Facebook and Instagram, according to company co-founder, Doucett’s sister Jenna Rutschman, who brought 13 years’ marketing experience to her role in charge of marketing and product development. “It seemed to resonate with people quickly.”

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