Cut through the noise with a clearer take on collagen.
The Problem
Most collagen products come wrapped in the same generic language—supporting skin health, aging gracefully, glow from within. It’s hard to tell them apart, and even harder to trust the science behind the claims.
The solution
I helped Thorne bring clarity to the conversation. Collagen Plus was positioned around real benefits—stronger connective tissue, visible support for skin and joints, and a formula backed by research. The content focused on building trust through transparency and showing how this product fits into an everyday wellness routine.
Scope of work.
- Creating the core product story, including the name “Collagen Plus”.
- Developing messaging across PDP, launch emails, paid ads, and landing page.
- Establishing a clear tone: science-backed, sharp, and benefit-forward.
- Collaborating with legal and science teams to ensure claims accuracy without sacrificing clarity.
Outcomes.
- A differentiated launch in a crowded category—focused on real, tangible benefits.
- Messaging that led to above-average CTRs on launch email and paid campaigns.
- Helped Thorne evolve its voice toward more active, human-centered messaging, setting a new bar for future launches.