Case Study: Hims & Hers

Helping a DTC darling improve its presence at the shelf and convert shoppers through shopper insights, consumer research, and copywriting.

Streamlined packaging to help 2x efficiency at retail.

What I Did

Consumer Research
Copywriting
Product Naming
Product Positioning

Key Results + Measurables

Revamped on-pack messaging strategy.
Identified highest-priority value propositions per product.
Developed copy to support new products + packaging needs.

*Before + after updating packaging, improving legibility, communication, and credibility through key attributes and consideration criteria.*

Project Summary

Hims was looking to better acquire consumers, specifically at the shelf. The brand had a powerful DTC presence, but wasn’t gaining the same traffic in Brick & Mortar. Additionally, the brand needed to maintain its premium identity.

We researched consumer shopping habits, premium attributes, consumer perceptions, value prop prioritization, point of sale data, and ran a targeted consumer survey to uncover why Hims wasn’t selling through, and how we could retool their existing system to be more effective.

We then translated these insights into actionable direction for the brand in how to revamp its packaging, how to approach written vs. visual communication, and how to prioritize premium attributes based on key consumer “look-fors.”

Note: This work was completed as a member of The Stable.