The Challenge

A long-standing women’s health drink brand had achieved high awareness around bone health—but relevance and trial were plateauing. With younger women entering the wellness space earlier and with different expectations, the brand needed to understand:

• How is the discourse around women’s health evolving across generations?

• Has the consumer moved faster than the brand in her vocabulary, needs, and legitimacy checks?

• What is the future role of traditional formats like HFDs in an era of ingredient-first, result-driven decision-making?

Our Approach

We designed a multi-modal exploration across cities and lifestages, using:

• Peer triads and in-depth interviews to capture both shared and personal narratives around health, body, and supplement adoption

• Audit-led ethnographies to surface unspoken trade-offs and the quiet codes of credibility (packaging, format, cues of “science” vs “care”)

• Discourse mapping of how women’s wellness is being shaped in digital culture and what it means for language, tonality, and brand roles today

What made it distinct:

• Dialed into generational shifts in health entry-points—from reactive (pain-led) to proactive (performance, posture, confidence)

• Investigated how women evaluate and re-evaluate brand choices across life stages, formats, and cultural touchpoints

• Studied how legacy brands can retain loyalty while evolving narrative and credentials

The Impact

The study revealed that the consumer is no longer passively entering health conversations—she’s actively curating, comparing, and championing her wellness. But the brand’s vocabulary had not kept pace.

Our work helped reframe women’s health not as deficit correction—but as power, preparation, and performance. It is now guiding how the brand repositions itself: evolving beyond aches to agency, beyond supplement to signal, and beyond product to partner.