Women’s Health Line Launch,
Legendairy Milk
From niche to all women
Launching a new women’s health line with a distinct, ownable voice built to stand out and scale.
Role
Led messaging and copy development across paid, email, and campaign assets—shaping brand voice and positioning for launch.
Impact
SMS CTRs hit 33-34% across all sends — industry average is 10-15%
Meta ROAS: 4.62x | Google ROAS: 3.95x
857 quiz submissions from the product recommendation quiz at launch
Successfully launched 4 new products simultaneously across DTC, email, SMS, and paid channels
The Challenge
Launching multiple products under a single women’s health line required more than individual messaging—it needed a cohesive voice that could connect across different needs while still feeling distinct, modern, and relatable.
Strategic Approach
Defined a cohesive brand voice designed to scale across multiple products and channels
Balanced education with personality to avoid overly clinical or overly polished wellness messaging
Developed campaign concepts that could flex across paid, email, and social
Positioned women’s health as approachable, modern, and relatable
Established a voice that positioned women’s health as supportive, modern, and rooted in real-life experiences—not clinical or aspirational extremes.
Copy Samples
Never Basic, Always Regular.
Natural care for down there!
Busy doing hot girl $#!T? Hot Girl Ish has entered the chat.
Crap mood? Check your gut.
Developed campaign concepts designed to introduce the line with clarity, personality, and strong visual hooks.
Defined a voice that balanced education, personality, and relatability, moving away from traditional clinical or overly polished wellness language.
Top Performers - SMS CTR
Outcome
Four new products. One week. SMS copy that hit 33% CTR when the industry averages 10%. Meta ROAS of 4.62x. The creative worked because we talked to women like adults, removing the stigma from the word “vagina.”
