Start with a sharp position
The supplement aisle is crowded online. Before you build anything, decide exactly who you serve, what makes your product different and why someone should trust you. A clear position makes every later decision - store, ads, content - easier and cheaper.
Know the marketing rules from day one
In the US, supplement marketing follows FDA rules on structure/function claims and FTC rules on advertising, testimonials and influencers. Agree your approved claims before writing copy; it prevents costly rewrites and ad rejections later.
Build a store that explains and converts
Your website is your best salesperson. Most launches run on Shopify, with a subscription app, fast mobile pages and product pages that explain the science in plain language.
- One clear hero product page per product
- Trust signals: testing, certifications, reviews, guarantees
- Subscription offer explained simply
- Accurate tracking before you spend a dollar on ads
Choose your channels: Amazon, DTC or both
Amazon brings reach and intent; your own store brings margin, subscriptions and customer data. Many brands launch both with different roles. If budget is tight, start where your audience already shops and add the second channel once the first is working.
Launch campaigns that educate
New brands have to create demand, not just capture it. Lead with education: content and ads that explain what makes the product different. Retarget people who engaged, and build an email list from the first visitor.
Retention from day one
A launch is only profitable if customers come back. Set up welcome, replenishment and win-back emails before launch, make subscriptions easy, and ask for reviews at the right moment.
Your first 90 days
- Days 1-30: launch the store and campaigns, test messages and audiences
- Days 31-60: double down on what converts, fix drop-off points in the store
- Days 61-90: scale winning channels, strengthen retention, plan the next product
Lessons from launching from zero
When we launched Continual-G in the USA, there was no brand history, no recognisable ingredients and no brand search. A store that explained the product clearly and knowledge-led campaigns grew it from zero sales on day one. Read the full Continual-G case study for the story.