Role: Strategist

Complice is an innovative body care brand for women, set to make its debut in Q4 2024.

Founded by Nadiya Williams, the brand initially faced a pivotal decision: should it focus on women experiencing menopause? That’s where I came in. Over the course of a month, I delved deep into this category, producing a comprehensive market research deck that defined the target persona, identified cultural trends impacting her, analyzed her current product landscape, and outlined how Complice can stand out as an essential ally in her routine.