The Category Gap
A research-led strategy project exploring the gap between how lymphatic wellness brands advertise and how consumers actually experience the category.
Through competitor analysis, Meta Ad Library research, and consumer behavior mapping, I identified a disconnect between category messaging and consumer motivation. That insight became the foundation for audience segmentation, positioning opportunities, and creative strategy recommendations.
The Question
Why are competitors spending millions speaking about detoxification while consumers talk about beauty, confidence, routines, and self-image?
Strategic White Space
Recommendation
Closing Thought
This project reinforced that categories are often built around products.
People are not.
Understanding the person behind the symptom revealed opportunities the category wasn’t seeing.
