Developing a new line of microbiome-powered products to reinvent the Feminine Care category.

The Challenge
One of the world’s largest feminine care brands realized the future of the category is ripe for disruption and wanted to redefine the category maintain their leadership position. They needed to create a brand and products that could serve women throughout their monthly cycle—not just the few days each month when they need tampons, pads, or cups.

The Approach
As part of a series of lean growth sprints to design the business model, pitch, and develop a minimum viable product I lead an embedded team—combining R&D, brand, and strategy—to create a brand and product focused on holistic feminine wellness. Using a mixture of existing insights for unmet needs and primary research, I directed the creation of the value proposition, brand positioning, and collaborated on product strategy. This included multiple co-creation sessions and focus groups with consumers to test and vet product line-up and the integration of digital experiences

The Outcome
Consumer-vetted digital experience for a microbiome powered diagnostic and minimum viable product line-up of wipes, cleansers, liners, and serums to help maintain a healthy biome.

Product Development, Lean Growth Coaching, Consumer Research, Brand Creation, PA Consulting for a global consumer goods company