The Vitamin Shoppe is an omni-channel specialty retailer and wellness lifestyle brand with the mission of providing customers with the most trusted products, guidance, and services to support them on their journeys of lifelong wellness. In addition to carrying products from approximately 700 national brands, The Vitamin Shoppe offers products from its proprietary brands within its owned and wholesale channels. Until February 2022, these brands did not include an offering targeted specifically towards women, and we sought out to change that. The mission: Curate a collection of trusted wellness products that support every stage of a woman’s life, from post-grad to post-menopause.
Women’s wellness needs—both physical and mental—shift and fluctuate due to changes in lifestyle, responsibilities, priorities, hormones, and more. TrueYou women’s vitamins and supplements were created to inspire passion for self-care and balanced well-being, addressing women’s evolving needs throughout every phase of life.
The opportunity here was to set TrueYou apart from some of The Vitamin Shoppe's more functional brands. TrueYou is a premium brand targeting a specific audience of women who have come to realize over the past few years that beauty starts from within. Wellness and beauty are interchangeable. Our social media imagery and graphics needed to inspire women to shine from the inside and be their brilliant selves, and they needed to compete with the likes of big beauty retailers who excel at engaging this customer.
Informed by the brand story and positioning, we set out to build a social presence that included eye-catching and memorable imagery, relatable quotes and memes, UGC, educational health and fitness infographics, and engaging videos. All content was created internally by a small team of five people, who developed unique photography and graphic art color palettes that complemented the brand packaging and performance marketing materials but stood apart as inviting and shareable. It was important that our content resonate personally with our target demo but also provide valuable new information about women's health and fitness, and how exactly TrueYou supplements can enhance their self-care routines.
We also launched an ambassador program called the TrueCrew, which garnered 375 applicants in its first month and, ultimately, some gorgeous UGC that we could repurpose for our owned channels.
All of our imagery and graphic art on social is performing above benchmark, similar to The Vitamin Shoppe Instagram's content analytics. @vitaminshoppe is an established brand with 300k followers on Instagram and 1.3M followers on Facebook, so this is quite a feat. But more than the analytics, we've represented the brand as a premium women's wellness solution to include in your self-care repertoire by way of top-quality photography, graphics, expert-sourced education, 5-star reviews, and so much more!
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