LYVA Labs helps Vector Consumer’s team pivot SOLV’s market position

SOLV is a beauty health brand developed by Wirral-based Vector Consumer that embraces innovation in their product range of beauty collagen powders, gummies, and skin care serums. 

Founded in 2019, Vector Consumer is a sister company to PharmaPac, an industry-leading pharmaceutical manufacturer with over 20 years of manufacturing experience. LYVA Labs were asked to help with the challenge of building on the success of SOLV’s launch, staying true to its founding values whilst reaching new audience segments and global markets. 

Rosie Jenkins, SOLV Marketing Manager, said: “We are really proud of the products we’ve developed but felt there was an untapped market that we weren’t addressing yet.”  

Vector Consumer’s Managing Director Matt Banks-Compton has previously worked at Proctor & Gamble, Reckitt, and most recently as Sales Director of PharmaPac. He explains why they turned to LYVA Labs for help: “At Vector Consumer we are always looking to tap into new ways of thinking and exploring the resources available to us. After speaking with Joe Cooke (Innovation Partner at LYVA Labs), it felt like a great fit for us and what we’re looking to do.” 

Joe, who’s previously worked as a consumer goods brand and product developer at Unilever; built a bespoke plan for the Vector Consumer team to help pivot the SOLV brand, complementing and strengthening the team’s existing work. LYVA Labs conducted market insight research into competitors and emerging trends in the beauty health category, alongside interviews and focus groups with target consumers & early adopters of SOLV.  

After consolidating their insights, Joe and his team shared the results with Vector Consumer during a full-day workshop. LYVA Labs helped the team to develop a new ‘primary target consumer persona’ for SOLV, with a better understanding of current and potential consumers’ wants and needs. 

The workshop also explored the market landscape for the brand, helping to guide the proposition for the product so that it remained distinct and differentiated in a competitive marketplace.  

LYVA Labs has continued to support the Vector Consumer team to find collaborative research partners and develop SOLV’s refreshed retailer sales pitch. Through the work with LYVA Labs, the team has trialled innovation techniques, which can be applied to future projects, as Vector Consumer look to establish themselves as the brand creators in the beauty health industry.  

Rosie, SOLV Marketing Manager added: “It has been useful to have an external facilitator and critical friend to support us in the development of SOLV and help shape our thinking.”  

 “With help from LYVA Labs’ consultancy team SOLV’s new brand proposition is ready for the re-launch this autumn and will be pitched to retailers in the UK, and globally. We’re targeting £2.5M in sales this year, with further brand plans in the pipeline” - Matt Banks-Compton, Managing Director, Vector Consumer.