Headline
Transformed a stagnant wellness brand into a ritual-based lifestyle companion, unlocking whitespace in brand, product, and GTM — and informing a data-backed relaunch strategy.
The Challenge
InBloom entered the wellness category with clean ingredients and celebrity-backed equity but struggled to sustain momentum. Despite loyal early adopters, the brand faced declining engagement, lack of product differentiation, and limited resonance in a crowded market.
The ask: reposition the brand to re-engage modern wellness consumers, sharpen product-market fit, and define a go-to-market strategy that could reignite growth. This required not just new packaging or ads — but a reimagination of why the brand exists in people’s lives
The Approach
I led a multi-phase innovation sprint that blended qualitative insight, competitive benchmarking, and rapid GTM strategy development.
Key actions included:
Consumer Research & Behavioral Insights: Conducted shop-alongs, interviews, and surveys to unpack wellness behaviors, emotional needs, and friction points. Discovered that over 60% of target users struggled to maintain wellness routines — a major unlock for brand repositioning.
Segment & Persona Definition: Identified and modeled three consumer archetypes, prioritizing the “Reliable Rituals” segment — wellness seekers who crave stability, delight, and simplicity.
Opportunity Mapping & Prototyping: Assessed 35+ competitors to define whitespace; developed five positioning territories; pressure-tested them through concept testing and iteration.
GTM & Brand Strategy: Built a go-to-market roadmap focused on convenience, subscription, and digital-first activation. Developed messaging to reposition InBloom as a joyful, daily self-care ritual instead of a functional supplement.
Product Format Recommendations: Proposed transitioning from powder jars to single-serve sachets and beauty-integrated formats (e.g., skincare) to better fit into real-life daily habits.
The Outcome
Our work redefined InBloom’s north star: from a passive supplement to an active habit-forming wellness brand. This pivot — backed by consumer insight and operational readiness — gave the company a launchpad to evolve into a next-gen wellness companion.
60%+ of participants revealed behavioral barriers to routine, validating the ritual-focused brand shift
Only 24% found the current product compelling — leading to a clear mandate for format redesign
20% expressed strong purchase interest in new concepts — sharpening GTM messaging
Created a roadmap for retail partnerships, DTC subscription models, and premium reformatting
Delivered a refreshed, emotionally resonant brand platform grounded in everyday wellness practices
Client: Celebrity-owned wellness supplement brand
Industry: Consumer Wellness / Supplements / Lifestyle
Timeframe: 2-4 weeks
My Role: Innovation Strategist & Experience Design Lead