Digital Tools Touch Communities
For many people, traditional hand sanitizers’ harsh ingredients leave skin dry, cracked, and irritated. Andrea Lisbona envisioned a combination product that would solve these concerns by sanitizing and moisturizing simultaneously.
In 2019, she launched Touchland, a hydrating hand sanitizer mist. She built a website designed to reach consumers looking for strong sanitizers that are gentle on the skin. With Google Analytics, Lisbona measured the site’s performance and made adjustments to increase brand awareness and growth. Then COVID-19 hit and demand for Touchland skyrocketed.
In 2020, demand for Touchland grew 1,200 percent and the company struggled to keep up with demand. They added a subscription model to help stabilize demand, and also donated five percent of the product to healthcare workers who need sanitizer the most. The company also sells on Amazon, and at Target, Ulta and Sephora.
“Digital advertising and analytics really help us,” said Ned MacPherson, who heads Touchland’s growth and consumer analytics effort. “We’re excited to lead with our brand in ad creatives and display search campaigns, and use technology to sustain our growth, help manage production and distribution, and connect more with our customers.”
To ensure a bright future for Touchland, Congress must protect digital tools that are essential to small businesses. Legislation that hurts online platforms’ affordable digital services and tools will hurt Touchland and the millions of small businesses that use them.
