Edulis (Novablonde)
Our team used design thinking to develop a go-to-market strategy for our community partner, Edulis Labs. We conducted research and user testing to support the launch of their new bleaching product, Novablonde.
TIMELINE
Jan - May 2025
5 Months
ROLES
Product Designer
Researcher
TEAM
Amara Mir
Bushra Mir
Fran Mills
TOOLS
Adobe Illustrator
TinkerCAD
Procreate
Our Partner:
Edulis Labs, a VC-backed startup aiming to displace century-old damaging, toxic hair bleach and color chemistry through modern science. Edulis Labs is founded by Pomona alumna and PhD chemist Nina Warner, and backed by Pomona alum, General Partner of StoryHouse Ventures and former Managing Director of Wella Cosmetics Matthew Estes.
Design Challenge:
create a powerful, compelling and winning Go-To-Market strategy that clearly articulates Edulis's value proposition, and positions them to displace current incumbents to earn and grow market share in the hair color industry to be the #1 non-damaging blonding technology used in hair salons.
Table of Contents
GTM Strategy
Key Customer Insights
Target Market & Early Adopter Rationale
Proposed Design Solution End-to-End
Brand Messaging & Rationale
Brand Kit, Style Guidelines, Pitch
Launch Playbook
Recommended Strategy & Next Steps
Key Risks & Mitigation
Appendix
Full Research
Final Pitch & Team Photos
GO-To Market Strategy
LAUNCH PLAYBOOK
APPEndix
Final Pitch & Team Photos
We created an experience booth to pitch our GTM strategy to the Edulis team for final feedback.
