Tina Zou

Rael

Strategy Consultant

(Contract)

Figma

Qualtrics

1 Project Manager

7 Consultants

Brand Strategy

UX Research

September - December 2024

Role

Focus

Tools

Team

Timeline

Context

Background

Rael is a holistic wellness brand that empowers women throughout their hormonal cycle with clean, effective, and sustainable products. They are the only brand that offers products across 5 categories: Period Care, Cramp Care, Vulva Care, Skin Care, and Supplements.

The Ask

Rael aims to drive traffic toward in-store sales at partner retailers by raising brand awareness and consideration. This requires understanding key consumer insights within the target demographic to effectively meet customers' needs and preferences. A comprehensive research process involving surveys, focus groups, and 1-on-1 interviews will be conducted to gather these insights and inform a targeted marketing campaign.

HMW Statement

How might we increase brand awareness and consideration by gaining strategic insights into consumer behavior and purchasing patterns?

Market Research

Competitive Analysis of Skincare Line

First, we conducted a competitive analysis of multiple skincare brands to identify effective strategies and common gaps, using these insights to inform brainstorming for Rael’s marketing approach and retail touch points. The following brands were selected because they operate within a similar clean skincare space and successfully appeal to Gen Z and young millennial consumers.

Competitive Analysis of Menstrual Care Line

Then, we conducted competitive analysis of multiple menstrual care brands that dominate the market.

Strengths

Brand

Weaknesses

In-Store Accessibility

Hero Cosmetics

Highly recognized pimple patches
Large number of positive reviews
Social media virality

Relatively expensive
Crowded competitive space

Target
Sephora

Byoma

Youthful and eye-catching packaging
Affordable prices
K-beauty influence

Lack of specific target and niche
Limited retailers that carry

Target
Ulta Beauty
Urban Outfitters

Good Molecules

Ingredient forward brand
Affordable prices
Bundles for every skin type
Big following on Instagram

Lack of clear differentiator
Lack of specific niche

Target
Ulta Beauty
Beautylish

Bubble

Collaboration with Inside Out
Appealing packaging
Emphasis on different skin types

Lack of unique packaging
Limited retailers

Walmart
Ulta Beauty
CVS

Cocokind

Diverse product range
Resent rise on social media

Limited retailers
Lack of specific niche

Target
Ulta Beauty
Whole Foods
Independent grocery stores

Pacifica

Vegan and cruelty free
Extremely diverse product range
Available at lots of retailers

Perceived as less premium
Crowded brand positioning

Target

Ulta Beauty

Walmart

Sprouts Farmers Market

Strengths

Brand

Weaknesses

Opportunities

Threats

Cora

Reusable period care
Natural ingredients
Strong digital presence
Price is affordable

Limited stores that sell products
Fewer options in retailer shops (only in period care)

Influencer partnerships
Growing demand for clean products (no chemicals) especially among Gen-Z

Many menstrual care companies are targeting Gen-Z

HoneyPot

Plant based products
Diverse product range
Partnerships with Target, Walmart, and CVS
Herb-infused pads

Higher prices
Limited global presence
People may be scared of the potential adverse reactions

Expand product lines
International expansion
Sustainability initiatives
Educational campaigns

During economic difficulties, consumers might opt for less expensive alternatives

This is L

100% Organic Cotton
Have tampons, liners, pads, washes, and wipes
Made without fragrances, pesticides

Reviews of itching and discomfort
Product has changed for the worse over time, according to reviews

Ensure complete transparency with customers
Create more products

Numerous other organic based period product lines which have caused less adverse reactions

Always

High brand recognition
Wide variety of products
Trusted by consumers

Studies found harmful ingredients
Not environmentally friendly
No tampons

Sustainability initiatives
Advocacy and menstrual education initiatives

More affordable and sustainable alternatives
Addressing studies regarding harmful ingredients

Tampax

High brand recognition
Dedicated TV and social media marketing with large budget

Not organic
Relatively unchanged over the years
Visually simple and basic branding

Gen-Z rebrand to create a line of products that feels more fresh and youthful
Menstrual awareness with education programs

Organic menstrual product movement
Recent studies found harmful substances in common menstrual brands

Lola

Clean ingredients
Closely related product lines
Blog addressing menstrual and sexual concerns
Educational social media

Limited name recognition
Limited big retailers that carry Lola products
Expensive compared to competitors

Expand range of products sold at retailers
Partner with social media influencers to develop brand awareness

Competition with conventional period products with cheaper products

Consumer Research

Summarized Survey Methodology

Target Demographic: Women (under 18 - 55+) in United States
Number of Questions: 24
Number of Respondents: 229

Develop key insights into the buying behavior of target demographic
Understand demographic’s values regarding personal care products
Understand demographics current knowledge of Rael

Goals:

What influences your decision to buy personal care products?

What would convince or has convinced you to try clean and sustainable organic cotton menstrual products?

Summarized Interview Methodology

Number of Interviewees: 15
The target demographic was segmented into 5 groups: Superusers, Loyalists, Lapsed Users, Non-Users But Aware of Rael, and Non-Users Who Are Unaware of Rael
Consultants were tasked to interview college/high school students/parents with a standardized series of questions to understand their values & affiliation with Rael

Consumers value product reviews and are willing to try new products if popular enough.
Consumers value reliability and comfort when if comes to menstrual products.

Key Insights From Survey And Interviews

“I found my current toner and cleansing oil because I saw how popular it was online”

— Kayla Oh

“I mainly use products that my mom buys for me. She bought Rael for me because of its organic ingredients so I continued using this brand.”

— Kayla Oh

“I honestly wouldn’t change the [skincare] products that I’m using unless it causes an issue, but if something is super popular online and people are raving about it, I would be convinced to try. “

— Tallia Efraim

Synthesizing From Research: Path To Purchase

Super Users

Path #1

Path #2

Motivated by an interest in clean products
Falls back to Rael out of ease (stocking up and subscription)

Target Questions

What attracts them to buy across the line? How did they discover Rael offers

products in both categories?

Saw Rael adversing as organic pad

Mom buys Rael pads for Super User from Target

Saw promotion for Rael’s skincare and purchased

Introduces friends to product

Purchased product online

Super User finds pad comfortable and very odor neutralizing

Consistently stocks up on Rael products through Amazon or website

Discovered it was a Korean and woman owned brand

Decides to subscribe to Rael’s deals for ease of repurchasing

Introduces family and friends to Rael products

Only uses menstrual line and is unaware of skincare line

Loyalists

Path #1

Path #2

Tend to shop in store and online
Purchases any menstrual product if it’s comfortable and organic

Target Questions

For those who have bought Rael products 3+ times, what was their journey from discovering the brand to their current shopping behavior?

Introduced by mom to generic pad brand

Sees Rael ad talking about being organic and non toxic

Starts with non-Rael brand for organic pads

Buys Rael menstrual products from cvs

Buys at grocery store but moves to amazon

Introduces family to Rael

Sees Rael pimple patches and purchases

Stays using Rael most of the time

Buys Rael regular pads due to clean ingredients

Is given free Rael regular pads at a pop-up

Repurchases on Amazon

Stops using because of heavier flow

Stops using because she feels the pads are too thin

Switches to new pad brand

Still exclusively uses non-Rael organic brands

Lapsed Users

Path #1

Path #2

Switch away from Rael if the initial product does not work well
First tried Rael because of free products or peer recs

Target Questions

If they purchased us once, what did they buy, and why did they not purchase again?

What would it take to get them to purchase again?

Non-Users But Aware of Rael

User #1

User #2

Currently satisfied with the brand they are using
Tend to only buy what’s commonly found in store

If they are aware of the brand and have not purchased, why not? What brand are they buying now and why?

Target Questions

Non-Users and Not Aware of Rael

User #1

User #2

Sticks to generic brands in-store

Likes to stock-up and not actively think about menstrual care

What attracts them to buy across the line? How did they discover Rael offers

products in both categories?

Target Questions

Period Care Brand of Choice

Purchase Channel

Does not worry about ingredients
Views stalking up on menstrual products like having to get toilet paper

Values

Retention Reason

Always

Tampax

Target or any drug store

Familiar, reputable, and accessible

Variety pack for stocking up

Introduced by mom

Given at first period

Awareness & Consideration

Understands concerns about clean ingredients, but lacks bandwidth to deeply consider it

Aware of Rael for its menstrual care and pimple patches

Buys Always because her mom introduced her to it during her first period
Prefers in-store shopping (Target) for convenience and immediate use

Regularly purchases Always pads at CVS for convenience
Uses skincare products inspired by TikTok recommendations

Brand Awareness

Shopping Habits

Current Brand and Reason for Purchase

Knows Rael for their pimple patches

Purchases pads during grocery runs and stocks up as needed

Buys menstrual products in-store
Buys skincare both online and in-store

After completing our survey and interview research, we synthesized key insights to map out the path to purchase across all five consumer segments. This process allowed us to better understand how different audiences discover Rael, evaluate products, and ultimately make purchasing decisions.

Creative Strategic Suggestions

Creative Direction #1: Partnership With Cycle Tracking App

Many consumers don’t understand the connection between their menstrual cycle and skincare needs

Establishing a progressive image through free menstrual care can build loyalty and visibility

Partner with popular period tracker apps (like Flo or Clue) to offer personalized Rael product suggestions based on cycle phases
Offer in-app discounts for Rael’s product bundles
Send timely tips (e.g. “Your skin may be extra sensitive this week- try Rael’s organic sheet masks!”)

Educational posts and articles embedded into tracking apps (not solely Rael product promotion)
Include educational videos on menstrual health and skincare co-branded with Rael within the app

Creative Direction #2: Free Products Given to Influencers and Consumers

Reaching consumers through influencers

Directly reaching consumers through giving free products

Consumers may not trust paid partnerships, thus sending influencers free products to review will feel more trustworthy and authentic
Survey results show that consumers value product reviews

Pop-up event: offer popular product samples once consumers have signed up for mailing list or followed Instagram
Pop-up trucks at popular spots such as malls and busy streets
Product samples given at Rael booths during school events

Creative Direction #3: Partnerships with gyms, workplaces, and airplanes

Meeting consumers where they are

Becoming their “saving brand”

By partnering with gyms, workplaces, and airlines, there is an increase in exposure to all ages of target demographics

Often if an individual does not have the product they need, being offered with a Rael product gives the idea that Rael is “saving them”
Provides them the initial opportunity to try and experience Rael products

Let’s Get in Touch!

Resume

Reflection

This was my first consulting project at Berkeley, and I had an amazing experience working on it. It was especially interesting to learn more about the feminine care market as it allowed me to realize that I had very little prior awareness of organic and clean feminine care products. Through consumer research and interviews, I discovered that many women are also unaware of the ingredients in their feminine care, which highlighted the importance of education and thoughtful marketing in this space.

By partnering with Rael, I gained hands-on experience not only in strategic marketing, but also in conducting consumer research, synthesizing insights, and translating those findings into actionable recommendations. Overall, this project helped me better understand how research-driven strategy can shape meaningful brand decisions!

I want to thank my team members, and especially our project manager for a successful deliverable. I’m also so, so grateful for Rael for partnering with us!