SOOO's after-swim care: a MAUM Market interview about finding an audience
Watch SOOO's team discuss after-swim care. Explore how a specific routine can inform audience selection, local product seeding and a content brief.
Dahna, original May 2026 interview footage
In this article
Overview
A SOOO team member connects the brand's after-swim care focus with the team's own swimming background. For another brand, the useful lesson is to define a recognizable moment in the customer's life before choosing a community, a creator or an event. That connection is a planning hypothesis to test, not proof of demand.
Watch the SOOO team interview
In this interview
- 0:33Choosing the after-swim niche
A SOOO team member describes the team's swimming background and its category choice.
- 2:04Which products attracted shoppers?
The team member discusses swim shampoo and interest in the fragrance-free kids range at the May market.
Read the video transcript
Transcribed with automated tools and lightly edited. Unclear audio is marked. Product claims are the speakers' own statements.
So our brand is called SOOO. It's an after swim care brand. And what it does is that we have our patented ingredients called ZeoDualite that actually captures the chlorine off the water and removes up to 98% of the chlorine.
So without removing all the other good oils on your hair, we only target the chlorine and impurities. So it makes your hair really soft and healthy while removing the bad chlorine and other impurities from your hair.
What inspired you to start this brand?
We wanted to do a beauty brand, but it was really hard to penetrate into the market. So we found something that we could actually work on, and that was the swim market. And our CEO and other founders, they also love to swim. So we were always like wondering why is there like specific product for swim care like and Let's make one then that's how we started I think yeah,
if you could describe your brand in three words. What would they be?
I would say water stress solution. Yeah, we're trying to expand into other water environments as well Like such as like salt water and hard water. We're starting in the swimming pool water right now, but we're going to expand into other water environments as well.
If you could recommend one product from all of your products, what would it be?
That would be our main product, shampoo, swim shampoo. It has lots of good proteins and keratin inside. And we also don't use any silicones, parabens, and [unclear ingredient]. So it's really safe to use.
and all our products, I mean, yeah, I mean all our products are using the natural derived ingredients. So we don't really want to make like artificial smoothness or glowing. So yeah, I would recommend the swim shampoo.
Okay, last question. What was the bestseller of the day?
Bestseller was the swim shampoo. and also like lots of people are interested in the kids’ shampoo and body wash as well because it's they don't really I mean people don't don't really want to use the fragrance ones and the kids’ one don't have any fragrance in it so that's I think that's why they like the kids’ one as well yeah
Dahna recorded this conversation with a SOOO team member at MAUM Market San Francisco in May 2026. At 0:33, the speaker explains the swimming background and niche; at 2:04, she discusses shampoo and interest in the kids range. She is speaking as a team member, not identified here as a founder.
Start with the routine before choosing the audience
The team member describes choosing an after-swim focus in a crowded beauty market. Swimming supplies a concrete situation: someone leaves the water and thinks about their next care step. That is a more usable starting point for a brief than a broad demographic alone.
It also creates questions to investigate. How often does the person swim? What do they use afterward? Where do they discover products for that routine? The interview does not answer those questions for the whole market. Product-performance statements in the recording also require their own evidence; they are not established by a conversation at an event.
A community-seeding hypothesis to test locally
Illustrative example: a brand with a product for a specific activity could investigate relevant community events in LA or SF before buying broad event exposure. A swimming group, an activity-focused gathering or a compatible pop-up is a research lead, not a confirmed sponsor or distribution partner.
| Question | Why it changes the plan |
|---|---|
| Does the audience actually follow this routine? | Category interest alone does not show the product fits the occasion. |
| Can people try the product at the useful moment? | The best setting for a conversation may differ from the setting for use. |
| Who gives instructions and answers questions? | A take-home sample and a staffed demonstration need different materials. |
| What feedback can we collect? | Opt-in follow-up can reveal whether the routine and explanation made sense. |
Connect the event, creator and landing-page brief
A creator demonstration can show the situation before showing the product. A pop-up conversation can reveal unfamiliar terminology. A seeding follow-up can ask whether recipients understood when to use it. Keep those observations connected so the next piece of content answers a real question.
For a sponsorship, confirm the organizer's current availability, permitted activity, responsibilities and cost. Record distribution and response separately, and avoid treating every recipient as a future customer. The MAUM interview is original reporting that helps formulate these questions; it is not a Dahna campaign result.
Sources & further reading
Connect your product with a relevant audience
Work directly with Ana on audience fit, creator selection and the product explanation that connects a campaign to a customer situation.
Why consider Dahna for this work?
Dahna brings bilingual Korean and English strategy together with creator, content, and measurement work for brands growing in the US. You can review the people behind the recommendations and the kind of work we propose before starting a conversation.
Founder experience includes prior and contracted roles. Sample deliverables illustrate our approach; they are not client results or a performance promise.
