Wellness Brand Repositioning for Investors: How BIOSTRIPS® Secured Major Retail & VC Interest

Client Overview:

• Industry: Health & Wellness, Beauty & Lifestyle
• Niche: Beauty Supplements
• Topic: Wellness Brand Repositioning for Investors
• Business Type: B2B, B2C
• Scope of Work: Market Research, Brand Strategy, Positioning & Messaging, Website Optimization, Packaging Redesign, Team Restructuring, Investor Pitch Development

BIOSTRIPS® is a wellness brand pioneering oral dissolvable strip technology—a revolutionary alternative to traditional supplements. BIOSTRIPS® is a wellness brand pioneering oral dissolvable strip technology—a revolutionary alternative to traditional supplements. Unlike pills, powders, or gummies, BIOSTRIPS® offers fast-absorbing, clean-ingredient formulations designed for convenience, potency, and effectiveness.

However, despite successfully launching three SKUs, BIOSTRIPS® was still struggling with several challenges. Specifically, the brand faced issues with market positioning, customer engagement, and overall sales performance. As a result, it needed a strategic overhaul to drive growth and attract both consumers and investors. Additionally, the brand was struggling with:

✔ Low conversion rates and poor website UX
✔ Packaging that didn’t reinforce its premium, science-backed positioning
✔ A misaligned marketing team lacking strategic execution
✔ Difficulty securing investor interest and retail partnerships

BIOSTRIPS® needed a wellness brand repositioning strategy for investors that would drive sales, improve brand perception, and attract top-tier funding.

Founder Joanna Bacchus turned to Wild Woman Haus® for a 360-degree brand transformation that would strengthen the company’s market positioning and investor appeal.

The Challenge: Why BIOSTRIPS® Needed a Brand Repositioning

Despite an innovative product and high-quality ingredients, BIOSTRIPS® faced several key barriers to growth:

1. Weak Digital Experience Hurting Sales

✗ The website was not mobile-optimized—leading to high bounce rates.
✗ Unclear messaging failed to communicate product benefits effectively.

2. Packaging & Unboxing Didn’t Reinforce Brand Value

✗ Consumers weren’t excited by the unboxing experience.
✗ Retail buyers saw a disconnect between packaging and BIOSTRIPS®’s premium positioning.

3. Marketing Team & Sales Execution Misalignment

✗ BIOSTRIPS® lacked a clear marketing strategy to drive conversions.
✗ The sales team struggled with product storytelling, reducing buyer confidence.

4. Investor & Retail Buyer Hesitation

✗ BIOSTRIPS® needed a compelling investment case to attract bug buyers such as but not limited to CVS, Vitamin World, and Mark Cuban’s investment group.

The Wild Woman Haus® Experience:

To solve these challenges, we executed a comprehensive wellness brand repositioning strategy designed to:

✔ Enhance digital conversion rates
✔ Improve packaging design and brand perception
✔ Align sales and marketing for stronger execution
✔ Create an investor pitch deck that secured high-profile meetings

Phase 1: Market Research & Competitive Positioning

Before making any changes, we conducted deep-dive market research to assess:

✔ Competitor positioning – What gaps existed in the beauty supplement industry?
✔ Consumer behavior insights – What mattered most to BIOSTRIPS®’s target audience?
✔ Retail & investor expectations – What would make BIOSTRIPS® a must-have brand?

Key Findings That Shaped Our Strategy

• The dissolvable strip supplement category lacked a clear industry leader—presenting an opportunity for BIOSTRIPS® to dominate.
• Millennials and Gen Z prefer convenience, clean ingredients, and efficacy, making BIOSTRIPS® an ideal solution.
• Social media discovery is critical, with TikTok and Instagram driving supplement trends.

💡 Strategic Insight: We repositioned BIOSTRIPS® as “the rebellious innovator of supplements,” aligning it with the Outlaw brand archetype to challenge traditional supplement formats.

Phase 2: Brand Strategy & Messaging Overhaul

With our research insights in place, we crafted a compelling brand positioning strategy that clearly communicated BIOSTRIPS®’s unique value.

Updated Brand Positioning Statement:

💡 “BIOSTRIPS® delivers superior health and beauty supplements with clean, science-backed ingredients in an easy, effective dissolvable strip—no fillers, no hassle, no outdated formulas.”

Key Differentiators That Set BIOSTRIPS® Apart:

✔ Fast-absorbing Nutrisorb Technology ensures maximum effectiveness.
✔ No unnecessary fillers, sugar, or artificial ingredients—just clean, functional supplements.
✔ Sleek, science-backed, and disruptively different from traditional supplements.

💡 Strategic Shift: We rebranded BIOSTRIPS® as the premium alternative to pills, powders, and gummies, making it highly appealing to both investors and high-performance wellness consumers.

Phase 3: Website Optimization for Higher Conversions

• Mobile-first redesign for seamless shopping.
• Clearer product storytelling to increase trust and engagement.
• Scientific credibility enhancements to reinforce BIOSTRIPS®’s authority.

✔ Result: Higher website conversions and improved mobile shopping experience.

Phase 4: Packaging & Unboxing Experience Redesign

• Revamped premium packaging design to reinforce BIOSTRIPS®’s high-value positioning.
• Introduced post-purchase marketing touchpoints to increase customer retention.

✔ Result: Increased social media shares and repeat purchases.

Phase 5: Marketing Team & Sales Alignment

• Recruited key team members to improve execution.
• Developed a clear marketing roadmap tied to revenue goals.
• Streamlined workflows for stronger brand consistency.

✔ Result: More efficient marketing operations and increased brand visibility.

Phase 6: Investor Pitch Deck & High-Profile Meetings

To attract investors, we created a data-driven pitch deck highlighting:

• Market growth projections showing BIOSTRIPS®’s potential.
• Financial projections to showcase revenue scalability.
• Competitive differentiation positioning BIOSTRIPS® as a category disruptor.

✔ Results: Secured meetings with major investors, a few names included:

• Mark Cuban
• CVS
• Vitamin World

✔ BIOSTRIPS® is now positioned for national retail expansion.

The Results: A Wellness Brand Positioned for Investor Success

With our wellness brand repositioning strategy for investors, BIOSTRIPS® achieved:

• Higher website conversions due to improved UX and messaging.
• A stronger, premium brand identity reinforcing scientific credibility.
• Increased social media engagement driving brand awareness.
• Investor meetings secured with top-tier buyers and venture capitalists.

✔ BIOSTRIPS® successfully transformed from a struggling startup to an investment-ready, scalable brand.

Looking to Reposition Your Wellness Brand for Investor Success?

If you need market positioning, branding, and investor strategy development, we can help.

Book a complimentary 30-minute strategy call with WWH founder, Tristan Thibodeau, to explore how we can transform your brand into a high-growth business.

Schedule Your Call Here

Meet the Team Behind This Transformation

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