Re-Grounding Florajen in Women's Health

The Challenge

Florajen had credible product strengths and an established presence in probiotics, but the brand needed greater clarity around who it was for, what it should stand for, and how its women's health positioning could drive future growth.

What We Did

We designed a progressive learning journey that moved from broad discovery to deep consumer immersion, quantitative validation, and collaborative strategy development. Across three phases, we engaged more than 2,000 women to understand health priorities, probiotic behaviors, brand choice, and where Florajen had the strongest opportunity to build. We then brought the learning together in a strategy workshop and positioning-development brief for the brand and its agency partners.

What We Uncovered

• How women experience their health doesn't always match how the probiotic category is organized.

• Broad women's-health relevance isn't enough; it has to feel purposeful and credible.

• Science can build confidence, but it must connect to benefits consumers can understand and value.

• Florajen had multiple credible strategic assets to build from - requiring choices about what should lead and what should support.

• Helping consumers choose with greater clarity emerged as an important consideration across the brand, portfolio and communications experience.

The Impact

We translated the research into 3 evidence-backed strategic directions and helped the team evaluate the trade-offs among them. The work culminated in a research-backed foundation for positioning development, including guidance around the consumer, brand role, proof requirements, concept-building territories, and strategic guardrails. It now gives Florajen's internal team and agency partners a shared foundation for positioning, portfolio, communications, and future innovation decisions.