It’s Not “Just Soap”: Live Pitch Transformation with J Essentials | Pitch Perfect LIVE

In this episode of Pitch Perfect LIVE, I coach Jasmine Catchings, founder of J Essentials, a plant-based, vegan, cruelty-free hand care brand based in Las Vegas.

J Essentials started as a line of liquid hand soaps and is now expanding into lotions, sanitizers, and more. Jasmine knows her products are elevated and intentional—but like many founders, she was wrestling with a big question:

-“Who exactly am I pitching to—and how do I talk to her?”
-Together, we spend this 30-minute live session getting crystal clear on:
-Who her HERO client really is (we even give her a name: Erica)
-Why J Essentials is not “just soap”
-How to position the brand as mid-tier, elevated everyday essentials
-The emotional drivers behind her ideal buyer:
-Health-conscious
-Ingredient-aware
-Loves to romanticize her daily routine
-Wants products that feel like an extension of who she is
-The tension between cheap “it’s just soap” products and ultra-luxury $70 bottles—and how J Essentials sits beautifully in the middle
-Why Jasmine herself is a major differentiator
-How to show up more on camera and embody the lifestyle her Hero (ideal client) dreams of

We also talk through:

-Using phrases like “It’s not just soap” and “This is for the ones who…” to make her brand stand out
-How to weave her values (plant-based, vegan, cruelty-free, paraben-free, dye-free) into her message without sounding “clinical”
-Ideas for subscriptions, seasonal scents, and micro-influencer content
-How to decide which markets, studios, and partnerships to pursue based on where “Erica” actually spends her time (Pilates, yoga, boutique fitness, etc.)

If you’re a product-based founder—especially in skincare, body care, or lifestyle—and you’ve ever thought:
“I know my product is good, but my pitch isn’t landing.”
“I’m not sure who I’m really talking to.”
“I don’t know how to explain why my brand is different…”

…this episode will give you language, structure, and ideas you can apply immediately.

*About J Essentials*

J Essentials is a plant-based, vegan, cruelty-free hand and body care brand created by Jasmine Catchings.
Their products are:
Liquid hand soaps (not bar soaps)
Plant-infused and paraben-free
Dye-free and cruelty-free
Designed for the woman who wants to elevate her everyday routine without paying luxury-store prices

Shop & follow J Essentials:
🛒 Website: jessentialsshop.com
📸 Instagram: @jessentialsshop
🎥 YouTube: J Essentials Shop
🎵 TikTok: @jessentialsshop

About Pitch Perfect LIVE

Pitch Perfect LIVE is my weekly series where I coach real entrepreneurs and business owners through their real pitches—live and in real time.

Every Tuesday at 6:00 pm PST, I go live to:
Clarify your HERO client
Refine your message and positioning
Help you find the story, hook, and language that actually lands
Give you practical shifts you can use in your content, website, and sales conversations
Want a 30-minute live pitch transformation?

👉 Apply here: NicciWillis.com
Or comment “PITCH” on this video and I’ll send you the link directly.

Connect with Me

🎤 Host: Nicci Willis
Creator of Command the S.T.A.G.E.® and Pitch Perfect LIVE

📸 Instagram: @nicciwillis
🌐 Website: NicciWillis.com

If this episode helped you see your own brand more clearly, hit like, drop a comment with your biggest takeaway, and subscribe so you don’t miss the next live transformation.