Bringing Science-Backed Innovation to Market
Amare NeuCollagen®
Product StrategyBrand PositioningGo-to-Market StrategyIntegrated MarketingGlobal Marketing Leadership
The Result: #1 selling SKU in the U.S. within three months of launch, by both revenue and units sold.
NeuCollagen® presented an opportunity to bring something different to the category.
The collagen market is crowded, with most products focusing on familiar beauty benefits like skin, hair, and nails.
With a formula featuring multiple clinically studied ingredients, NeuCollagen® was developed to support a broader range of benefits, from skin health and appearance to mobility, cognitive health, and overall wellness.
The challenge was finding a way to communicate the value of a complex formula without overwhelming consumers with scientific terminology. We needed to create a compelling product story that would differentiate NeuCollagen® from traditional collagen supplements while making its benefits easy to understand and relevant to everyday life.
My Role
As Global Director of Product Marketing at Amare Global, I played a leading role in bringing NeuCollagen® to market, from developing its positioning and messaging to supporting launch strategy and execution.
My responsibilities included product positioning, marketing claims development, packaging, integrated campaigns, launch planning, and product education. I worked closely with R&D, scientific advisors, creative teams, and international market partners to ensure the product story was consistent, compelling, and grounded in the science behind the formula.
Differentiate in a Crowded Category
Rather than positioning NeuCollagen® as another collagen supplement focused solely on beauty, we built the product story around its more comprehensive approach to wellness.
By highlighting benefits for joints, muscles, bones, skin, hair, and nails, along with cognitive health and mental wellness support, we established a differentiated position that went beyond traditional collagen messaging.
This approach helped communicate the full value of the formula while creating a clear and consistent foundation for product marketing.
Translate Complex Science Into Consumer Benefits
One of the most important parts of the project was making the science approachable.
NeuCollagen® features multiple clinically studied ingredients, each with its own research and supporting benefits. Rather than simply listing ingredients or scientific claims, I worked to translate that information into messaging that consumers could easily understand and connect with.
This meant collaborating closely with our scientific and R&D teams to develop accurate claims, identify the most compelling product benefits, and create messaging that worked across packaging, campaigns, educational content, and sales materials.
Bring the Product to Market
A successful launch required more than a strong product story. It needed consistent execution across teams, channels, and consumer touchpoints.
I helped lead the go-to-market strategy, working across creative, digital, sales, education, and international teams to coordinate launch deliverables and ensure alignment on product positioning and messaging.
This included developing integrated marketing materials, supporting campaign execution, and creating product education and training resources to help teams and independent Brand Partners confidently communicate the product's benefits.
Within its first three months on the U.S. market, NeuCollagen® became Amare Global's #1 selling SKU by both revenue and units sold.
The product quickly established itself as a top performer within the U.S. portfolio, following a launch supported by differentiated positioning, science-backed storytelling, coordinated marketing execution, and comprehensive product education.
For me, NeuCollagen® represents one of the most rewarding aspects of product marketing: taking a complex innovation, finding the story that makes it meaningful to consumers, and working across teams to bring that story to life.
It's a project that brought together everything I enjoy most about marketing, from strategy and product development to creative execution and seeing a product succeed in the market.