Lo Bosworth founded Love Wellness in 2016 with a suite of personal care products for women consisting of natural, organic probiotics, cleansers and treatments. Love Wellness experience rapid growth online, in stores like CVS and Ulta and in the community. But the one thing that over exceeded Bosworth’s expectations was the vocality and involvement of the community. That vocality helped Bosworth evolve Love Wellness to better serve the community in a 360 approach with product, content, and support. Bosworth relaunched the brand this past month.
Including a new tagline, “Love Yourself Well™”, the relaunch is part of the company’s strategy to establish a strong foothold in the feminine wellness category, grow the brand’s community and customer base, and empower women all over the world to take charge and become advocates of their health. Love Wellness partnered with Getty Images to capture real Love Wellness customers to show how critical community is to break down the barriers around women’s health. As part of a year-long objective to tell the Love Wellness story through their community, Love Wellness tapped real customers of all shapes, sizes, and backgrounds for the brand relaunch and campaign to authentically speak to one of the brand’s core values – inclusivity. In 2018 Love Wellness identified that customers’ reviews were at the core of the brand’s early success. From this learning it became apparent the brand had a growing community that needed to be leaned into as the voice and face of Love Wellness. This relaunch is the first of many initiatives that will use members of “The Love Club” to tell an authentic story on behalf of Love Wellness.
Bosworth shares why tapping into her customer base was vital for Love Wellness’s relaunch.
Yola Robert: Why did you decide it was time to rebrand Love Wellness? How is the new branding signaling an empowering message to women?
Lo Bosworth: Achieving 800% growth in 2019 has provided us with the opportunity to begin to market on a large scale with out of home moments like billboards and connected TV spots. It was important to us that the brand look and feel completely unique and identifiable in-market. The letter “v” in “Love” acts as our stand-alone icon of a face that represents how we want women to love themselves well through kindness.
Robert: Why was it important for you to use real women for the rebrand?
Bosworth: Love Wellness, at its core, exists to serve women and our unique needs and perspectives. We do that effectively by encouraging women to open up within the safe space we have created to tell their stories, and from there we address those needs. Making the choice to use real women in the Don’t Just Deal brand campaign was an easy one as we have always activated our community to help share our message of authenticity surrounding self-care. There is a sense of acknowledgment within our community that by sharing our intimate moments in a body-positive environment that one voice can create real change for many other women. We lean into the idea that one voice turns into many.
Robert: How is this campaign empowering women to take charge of their vaginal health?
Bosworth: What I love about this campaign is that we are tapping into the universal experience women share when something goes wrong with her body. We can all relate to the narrative we see in Don’t Just Deal that begins with internet research and consulting your doctor to relying on home remedies and advice from Mom. What’s reflected is how frustrating that experience can be and how Love Wellness can step in to help with community at our core. What we aim to do with vaginal health is help women cut through the noise and misinformation out there by reframing their perspective on how to care for their bodies via guidance from our wellness advisory board of doctors, nurse practitioners, and nutritionists.
Robert: What creative approach did you take on this campaign using real customers?
Bosworth: This campaign comes to life in many parts: first with the Don’t Just Deal campaign and then through images and video of our community members. The star of our campaign is Tay Lesane, a Love Wellness community member who is a teacher in the Bronx, NY. She submitted a video reflecting her experience with the Love Wellness and because she represents our brand pillars so well we were very excited to work with her. She takes charge of her own health, understands that wellness is a journey, and encourages our community by sharing her personal story. Tay is featured on billboards in Soho and on wild postings all over the city, as well as a bus-wrap and in the Don’t Just Deal campaign itself. You can see all of these activations throughout New York City and in Times Square on International Women’s Day and we’ll be riding the Love Wellness bus through town that day with our medical advisors and customers as well to celebrate.
Robert: How has the Love Wellness community shaped the growth and changes of the company?
Bosworth: Tuning in to our community has driven our success from the very beginning. We are as committed to developing our community technology platforms as we are to eCommerce and that’s what is allowing us to lead the way in this category. When you give women the space to safely tell their stories, it’s indicative that this brand is committed to authenticity that creates an affinity and level of engagement that you cannot pay to acquire. We are investing heavily into The Love Club community we are developing at Love Wellness as a way to distinguish lovewellness.com within our omni-channel strategy. By creating an experience that connects rewards, referrals, expert content, forums, and eCommerce via single sign-on technology we carve out a true community opportunity for lovewellness.com that’s unique within our sales channels.
Robert: Why is it important for brands to tap into their customer base for success?
Bosworth: Your customers are already telling the most authentic story possible for a brand. Tapping into these stories allows you to create an awareness that’s very valuable as the prospects that convert into customers as a result of these activations are more likely to have a connection to your brand that’s deeply emotional. Our highest quality customers are generated through our existing customer base because they are there because Love Wellness makes them feel something on an emotional level.