Snow At-Home Teeth Whitening Kit is considered to be revolutionary in its field. This product is termed as “The Apple of Oral Care.” Based out of Phoenix, Arizona, it was started in 2016 and has crossed over $100 million in sales.

Josh Elizetxe is the founder and CEO of Snow. He is a 28-year-old self-funded millionaire and a serial entrepreneur.

At the age of 22, Josh owned a digital marketing agency with 40 employees to create website designs, SEO, and ad management. Before the launch of Snow, Josh sold his money-making agency. Now he must look back and say to himself, “I did the right thing.”

Story Behind the Product, Snow

Source: Instagram
The idea of Snow began when Josh went through jaw surgery and had to get braces multiple times. Since his doctors recommended not keeping his mouth dry, he had to buy a bunch of oral care products from different stores.

Josh didn’t like these products and asked himself, “Why do these products look ugly and medical?”

This is where curiosity popped up. At that moment, Josh just wanted to get into the oral industry because he saw a potential gap in the market. Soon he met his oral surgeon and dentist friends to ask them how he could come and play in the industry. They recommend he go after teeth-whitening products.

Then, he went into research mode. He found random teeth-whitening strips on Amazon. A lot of people were complaining about its inefficiency and after-effects of its use. So Josh read a bunch of stuff and understood how teeth-whitening works.

He visited his dentist friends several times and sorted out what would work. In his backyard, he would experiment with the whitening strips available at that time and mix them with different chemicals to make them work effectively. Once it looks promising, his samples went in for lab tests, and he worked on it until it was successful and safe to use.

Josh did this all by himself and put his own money and efforts into it. Once his formula started working, he developed the first prototype and called it Snow.

Why Snow Worked Wonders

Source: Instagram
Snow is by far the most advanced teeth-whitening product on the market. It is the perfect example of technology merged with oral care and beauty.

To make people like Snow, Josh worked on its branding from manufacturing, packing, and marketing the product in a way to develop it as a brand.

Their marketing campaigns did wonders. The story behind Snow really connected with the people and they felt they were part of this journey. Snow helped people to whiten their teeth from the comfort of their homes.

People changed their choice of buying a sticky pair of strips to an advanced wireless teeth-whitening kit.

This product stood out in the crowd. To date, Snow has more than 500K happy customers and over ten million website visitors.

What Josh Did Well to Take It Up Another Notch
With Josh’s previous experience of being a marketer, he tackled these next steps on the way.

He made his customers build the product

Photo by Proxyclick Visitor Management System on Unsplash
Initially, when the sales started coming in, Josh knew customer experience and feedback are everything. He would call the customers and ask them how the product is working and if it’s to their satisfaction.

Rapidly, Josh started working on the product by doing various design iterations and made everything seem easy for customers to use Snow. This led to fewer refunds.

Snow became the product that people loved and trusted.

Josh built his own brand
As a CEO, Josh built his brand around his product. On Instagram, he currently has over 500K followers. He aims to be another version of Elon Musk and Steve Jobs by building a personal brand for his products.


Josh Elizetxe (Source: Instagram)
Now, people are not just buying from a company named Snow. Instead, they are buying it from Josh Elizetxe. By putting his face in front of his brand and being transparent throughout the journey, people believe in him and his brand.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

— Jeff Bezos

What Is Snow’s Marketing Formula?
Snow was the most unseen and advanced solution for a teeth-whitening product. But why did Snow perform well? Because of its branding!

Snow is an Instagram friendly product. Their influencer marketing campaigns are the real success.


Snow Instagram campaign (Source: Snow)
Josh made his point very clear that he is ready to lose millions to prove that his product works. His confidence in the development of his product, and his marketing skills, made him land some popular celebrity deals.

One example: Kris Jenner unboxing Snow.


Source: YouTube
In the video, audiences can clearly see how well the product was packed. It looked branded and authentic to use.

Over time, Snow was able to land many eyeballs with its unique product, and many influencers came to the party. Within a few months of the campaigns, the business blew up.

Josh shared that his product is selling the best through word-of-mouth even though there are bunch of influencers who promote Snow. Influencers account for just 2%–3% of Snow’s revenue. Their significant sales come from previous customers and word-of-mouth marketing.

To date, Snow is the most significant player in the oral care niche. The main three reasons it’s doing well is because of its:

Branding.
Unique selling proposition.
Customer support.