Helping Vector Consumer's
team to pivot SOLV's market
Vector Consumer are on a mission to unleash the power of creativity to disrupt the consumer healthcare industry. Imagining and delivering stand-out brands that lead the market now and in the future.
Located on the Wirral, the business was founded in 2019 as a sister company to PharmaPac, an industry-leading pharmaceutical contract manufacturer with over 20 years of manufacturing experience.
To date, the team has successfully launched Liverpool FC licensed health supplements and their own in-house brand SOLV into multiple global markets.
How to SOLV the challenge of shifting consumer needs?
SOLV’s product range of beauty collagen powders, gummies and skin care serums are designed for beauty health consumers with a mind open to new concepts and an on-the-go lifestyle, keen on top-grade ingredients without the hefty price tags.
The Vector Consumer team had the challenge of wanting to build on the success of the brand’s launch, stay true to its founding values whilst pivoting into a new audience segment.
"We are really proud of the products we’ve developed, but we also felt there was untapped market potential that we weren’t addressing yet."
Why Vector Consumer chose LYVA Labs
Matt Banks-Compton (Managing Director, Vector Consumer), whose previous roles have included Proctor & Gamble, Reckitt and most recently as Sales Director of PharmaPac, explains why he turned to help from LYVA Labs.
"At Vector Consumer we’re always looking to tap into new ways of thinking and resources available to us. So, after speaking with Joe, it felt like a great fit for us and what we’re looking to do."
Joe, who’s previous experience includes consumer goods brand & product development with Unilever, built a bespoke plan for the Vector Consumer team that would help in pivoting the brand, complimenting and strengthening the work already underway.
How LYVA Labs responded
LYVA Labs started by conducting market insight research into the competitors and emerging trends in the beauty health category, as well as conducting consumer interviews & focus groups with early adopters and target consumers of SOLV.
These insights were consolidated and shared back during a full-day workshop. By understanding current and potential consumers’ wants & needs, as well as the market landscape, we were able to guide the development of their new primary target consumer persona and to refine the SOLV brand proposition to ensure they are differentiated in-market.
Following the workshop, LYVA Labs have continued to support Vector Consumer in identifying research partners and developing the refreshed retailer sales pitch.
"It has been so useful to have an external facilitator and critical friend to support us in the development of SOLV and help shape our thinking."
The team have tried and tested new innovation techniques which can be applied into future projects as Vector Consumer look to establish themselves as the brand creators in the Beauty Health industry.
"With the help of 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 & globally. We’re targeting £2.5M growth in sales this year, with further brand plans in the pipeline."