OTC skincare brand — pre-launch GTM

An OTC skincare product was preparing to enter a crowded category with limited runway before launch.

Define positioning, claims hierarchy, priority audience, launch channels, and the specific first-mover execution choices needed to launch with confidence.

Combined market sizing, a category scan, competitor benchmarking, and consumer context into a single view, then built launch-channel recommendations spanning awareness, consideration, conversion, and early feedback loops.

Founders aligned around a practical pre-launch GTM plan before any spend was committed, reducing the risk of the launch itself.