01 / THE COMMERCIAL PROBLEM
Expand Mānuka Health beyond grocery and mass into an adjacent category and new market. Research identified prestige beauty as the strongest opportunity to reach new consumers and unlock premium growth.
CASE FILE / 02Mānuka HealthGo-to-market launch
From honey to high-performance skincare
A category and market expansion strategy that translated mānuka honey credibility into a premium beauty proposition, then took it to retail.
2retail launches in the brand’s first year in beauty
02 / THE DECISION
Launch a premium skincare line with the clinical proof, cultural credibility and retail theater required to win over prestige beauty shoppers—starting where the brand already had awareness.
RESULTS / VERIFIED CAMPAIGN OUTPUT
THE STRATEGIC SYSTEM / THREE MOVES
Proof before
the prestige shelf.
Sample
Use pop-ups and community partnerships to let consumers experience the products firsthand.
Build proof
Combine clinical claims, trusted voices and editorial authority to earn permission in beauty.
Find the growth message
Test creative formats and value propositions until the strongest conversion story emerged.
THE LAUNCH SEQUENCE / PROOF TO SHELF
Build permission.
Then build demand.
01 / Clinical proof
Turn performance into a claim
Eight-week studies with women ages 30–55 tested hydration, appearance and visible signs of aging, creating credible claims for the full content ecosystem.
40 participants · 8-week study · 360° claims
02 / PR + seeding
Enter the beauty conversation
Two hundred seeding boxes reached celebrities, press and influencers, followed by an immersive Michelin-starred dinner for top beauty journalists.
10 high-converting editorial placements in the first 3 months of launch
03 / Community
Make the routine visible
Always-on beauty and wellness creators translated product benefits into GRWM, ritual and education content.
+260% Instagram growth YoY
04 / Experiential
Build a pop-up that could scale
A modular brand experience combined storytelling, sampling and selling, launching during SXSW in Austin.
Highest single-day sales · 1,200 email leads
05 / Performance
Let the market sharpen the message
UGC, influencer, static and video creative ran across Meta and TikTok to identify the strongest acquisition messages, optimize CAC and build a more efficient foundation for long-term growth.
6×+ ROAS on influencer and UGC creative
06 / Retail
Translate the brand to the shelf
End-to-end launches with The Detox Market and Violet Grey covered merchandising, sampling, events, press and influencer activation.
Two prestige beauty retail launchesNEXT CASE FILE
03 / Mānuka HealthFinding mānuka honey’s positioning story→