Geometry of Growth, Issue #78

Hi friends,

Hope you’ve had a lovely week. I’ve been soaking up the summer sunshine in Austin before it gets too hot in Texas, and wow, you cannot put a price on that quality Vitamin D! ☀️ 

While the thick of our events season has passed, we do have one more can’t-miss virtual event coming up on May 22nd: The Singularity: How to Keep More Money, Top to Bottom.

Y’all know the drill with these incredible virtual events — each presenter gets 5 minutes to speak. No slides, all action, with each speaker bringing their single best tactic for making your funnel more profitable.

Next week’s Singularity experts include leaders from Unilever, Portland Leather Goods, CURIE, Hexclad, Raycon, Bambu Earth, and more. It’s a can’t miss webinar. As always, make sure to register here even if you can’t make it live — that way you’ll get the recording after!

In this week’s newsie: a 9-figure slime brand store breakdown, Amazon’s innovative new ad offerings, inside Kimberly-Clark’s Influencer Strategy, and more.

Hope y’all have an awesome weekend!

Cheers,
Lex 💚

🛒 Store of the Week

Peachybbies

If you’re unfamiliar with Peachybbies, they’re the nine-figure brand powerhouse that’s slinging slime all over the world. The company was founded in 2017 by Andrea O, a content creator who turned her love for slime into a thriving business with a pretty crazy following.

Even though slime went social media viral nearly 10 years ago, millions of enthusiasts around the world eagerly await Peachybbies weekly drops. They’re best known for their unique slime textures and scents.

At its core, Peachybbies is a very fun brand. Their site expertly captures that youthful energy while implementing a variety of conversion-optimized components.

Here are some of my favorite store elements:

• Homepage/Hero → Love the dynamic hero with moving elements (sparkles) to capture attention. I like the speed at which this hero flips between each slide, and I also like the hero messaging they’ve selected - one slide for subscription box opt-in (high LTV play) and another for phone number capture for limited drops.

• Homepage/Phone # Capture → You can tell SMS is a major channel for this brand! They’ve embedded their SMS capture directly below the hero, so folks can enroll for drops. The giant button is hard to miss. Awesome.

• Homepage/New Slime Drop → Great limited-time/exclusivity play here. Crisp, high-res images with basic product info (slime format + scent) with a quick add to cart button for each. Leaving the sold-out product visible but tagged as sold out helps deepen the urgency play.

• Homepage/Best Sellers → Same applies here as above; these product cards contain only the need-to-knows as well as add to cart buttons.

• Homepage/People Love Peachybbies → Lovely social proof section here that is shoppable!!! Thoughtfully curated creator videos + add to cart buttons. Chef’s kiss.

• Homepage/Slime School → I love this section! It showcases the different slime formats with up-close, high-res videography & directs shoppers to purchase. I wish the links here directed to the filtered version of the Shop All page for that specific slime format, but worth testing both ways to see if the current setup lifts AOV.

• Global/Main Navigation → I appreciate the simplicity of this navigation - Shop, Gift Guide, & Subscribe. Super purchase-optimized.
  

  

• Gift Guide Page → This is an awesome educational page, but it’s lacking shoppable elements. There are some major wins to be had here, but I like that they’ve included it in general. Even better would be to offer a best-sellers bundle for gifting on this page.

This shopping experience is perfect for Peachybbies audience - largely a younger demo that really just needs the basic info on their slime, presented in a fun format, in order to inspire a transaction. Such a playful store! Big fan.

 🌈 Check out Peachybbies fun & funky store here.

🛍 Product of the Week

Pawport Smart Pet Door

Pawport is a smart pet door that's revolutionizing how furry friends come & go. This isn't your standard flappy plastic door – it's a high-tech, security-focused entrance system that only rolls out the red carpet for authorized paws.

The magic happens via a lightweight, waterproof Bluetooth collar tag that triggers the door to unlock only when your pet approaches. No tag, no entry – keeping neighborhood critters and unwanted visitors firmly on the outside.

Built from solid steel and aircraft-grade aluminum with dual deadbolts, this thing is basically Fort Knox for your pet entrance. It even has tamper alarms. The companion app lets you set curfews (sorry Fluffy, no more hitting the town until 3 AM), track your pet's comings and goings, and receive real-time notifications. Plus, it works with Alexa, Google Assistant, and Siri for those "Dude, where's my cat?" moments.

Pawport is still on pre-order, but it looks pretty dang rad.

🐾 Upgrade your pet's entrance experience with Pawport here.

📖 Content of the Week

Amazon Drops 3 New CTV Ad Formats Ahead of Its Upfront Presentation

The streaming ad landscape keeps getting more interesting, and Amazon just entered the chat with 3 new CTV ad formats that sound pretty game-changing.

Amazon claims 130 million people see Prime Video ads each month, with 88% of those viewers having shopped on Amazon.

Their new formats include AI-powered contextual pause ads (imagine pausing a film shot on the beach and seeing an ad for beach vacations), shoppable ads that let viewers add products directly to their Amazon cart while watching, and "send to phone" options for non-Amazon products.

Amazon continues to further connect entertainment and shopping experiences. They're not just showing ads; they're creating immediate conversion opportunities at moments when viewers are already engaged.

As Alan Moss, their VP of Global Ad Sales put it, they're offering "scene-aware ads as extensions of the entertainment experience, not interruptions." That's a pretty compelling vision for the future of advertising.

🛒 Learn more about the Amazon Ad additions here.

🎧 Listen of the Week

From Diapers to Dances: Kimberly-Clark’s Influencer Strategy

Ever wonder how brands selling everyday essentials manage to crush it on social? This episode of Creator Economy Live is a masterclass in making "boring" products stand out in scrollable feeds.

In this super insightful conversation, Megan Narcisi and Lauren Staff from Kimberly-Clark (the folks behind Huggies, Kleenex, and Kotex) dig into their journey transforming standard household products into social media gold.

For any e-commerce brand that's thinking, "our products just aren't exciting enough for influencer marketing," this pod will help change your perspective. The Kimberly-Clark team proves that with the right approach, even toilet paper can trend on TikTok! 🔥

👂️ Listen to Megan & Lauren as they open their influencer marketing playbook here.

🧰 Tool of the Week

Fyxer AI

This is undoubtedly my new favorite AI tool. I have been raving about it for 48 hours straight.

My least favorite part of my job is replying to emails. My inbox feels constantly overwhelming, and it’s loaded with meeting follow-ups. Fyxer made my inbox a MUCH less scary place seconds after setting it up.

Fyxer automatically categorizes your incoming emails into smart labels like "To Respond" and "FYI," keeping the important stuff visible while filtering out the noise.

The best part is that it auto-drafts responses for you — in your own communication style!!! No more generic AI-sounding replies that need complete rewrites.

This tool can seriously free up mental bandwidth for the strategic work that actually moves the needle for your business. Pricing starts at $30/user/month with a 7-day free trial if you want to test it out. For anyone spending too much time in their inbox instead of growing their business, Fyxer AI is worth a look.

📩 Level up your productivity with Fyxer here.

🎉 Upcoming Events

👉️ PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

The Singularity: How to Keep More Money, Top to Bottom

May 22, 11AM PT // Virtual

A no-fluff, high-impact ecommerce webinar built for action. In a year full of uncertainty, you don’t need more theory; you need tactics that work. That’s why we’ve gathered 20 ecommerce heavyweights from industry-leading brands — like Unilever, Portland Leather Goods, CURIE, and more — each sharing one proven strategy to make your funnel more profitable. It’s called The Singularity: 5 minutes each, no slides, all action. Distilled, direct, and dead-on. Can’t make it live? Register to get the recordings sent straight to your inbox.