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A New Approach To Wellness: A Case Study With LUVV Labs

by Shopify API

Shama Hyder - October 29 2020

A New Approach To Wellness: A Case Study With LUVV Labs

With the countless challenges and upheavals that we’ve all experienced in 2020, one positive development we’re seeing is an increased emphasis on health and wellness. And in a time when powerful stress relief is shifting from a nice-to-have to a must-have for so many of us, wellness and health companies are stepping up with new, innovative products. One of these is the wellness tech company LUVV Labs, a company that’s developed nutraceuticals for consumption via vaporizer. All of their products are designed to improve emotional well-being and impact the body positively. The products, each in the form of a separate supplement inhaler, have names like “Zen,” “Glow,” “Calm,” and “Thrive,” and are a mix of vitamins, nutrients, herbal supplements, and essential oils. They also have a line of nasal aromatherapy inhalers, which consist of blends of essential oils. I spoke with founder Micah Harper about how he’s developing LUVV, as well as how his brand is retooling a concept—vaping—that’s most recently been associated more with nicotine and THC than health.


Shama Hyder: Why did you decide to launch your products now?

Micah Harper: September 9th of this year marked an important date for tobacco and vape companies: it was the deadline for the FDA required PTMA, or Premarket Tobacco Application, to be submitted. This consists of an extensive and expensive amount of requirements and research to be done for the product to pass health regulations, including a list of ingredients, samples, labels, scientific analyses, principles of operations, and chances for misuse. With each PTMA costing anywhere from $117k-446k per product, many e-cigarette companies will be forced to cease production and close their doors. This has created a demand for nicotine-free alternatives, and a unique opportunity for nutraceutical companies like ours. Our American-made nutraceuticals address common needs, like healthy weight loss and immune system support. And our LUVV Air product line enables users to inhale beneficial ingredients through a water-soluble vapor.

Hyder: Considering the association of vaping with nicotine and marijuana, have you had any challenges in explaining to customers that these inhalers are health products? How do you break that initial negative association?

Harper: The use of vapor inhalation technology has actually been tested and used for decades to deliver beneficial ingredients through vapor. It’s only been recently that the e-cig industry has used it for nicotine inhalation products, resulting in the growing problem of nicotine addiction and a negative connotation around the idea of “vaping.”

To help counter that, we’ve embraced a high level of transparency in order to earn customers’ trust. We ensure that our products are free of THC, nicotine, and any other toxins and additives. Previous solutions are notorious for containing millions of additives, most of which users have no clue about. And almost every vape product contains ingredients associated with addictive consumption, which ours do not.

We encourage our customers to read our labels, which contain every single ingredient, and get educated on what they are putting into their bodies.

So while we’re not the first to come up with this technology or concept, we are unique in the level of transparency we offer, as well as in that we endorse vegan-friendly, non-GMO and cruelty-free production.

Hyder: How do you think the unexpected events of this year have affected your marketing?

Harper: This year, we’ve really seen the taboo around talking about mental health and anxiety dissolve. The need to address this problem is reflected in consumer demands and behavior.

During the global pandemic, our most popular product has been the LUVV Air ZEN, a relaxing, lavender-flavored inhaler that contains chamomile, valerian root and passionflower. Customers keep saying how significantly it helps in reducing stress and anxiety.

While this year’s events may have given specific LUVV products a boost, we’ve always been confident in our line because we bet on extensive research, funded science and a dedicated product development team. We’re also working with Noctem Group and RH Capital in an effort to expand globally to meet greater consumer demand.

As Harper’s company and countless other health and wellness startups are demonstrating, the wellness industry is seeing major growth this year—and that growth is expected to continue. After all, once consumers start paying more attention to their health and mental wellness, it’s highly unlikely that they’ll reverse course. LUVV and others in this industry will be ones to watch for the foreseeable future.

Article credit : Shama Hyder ( https://www.forbes.com/sites/shamahyder/2020/10/29/a-new-approach-to-wellness-a-case-study-with-luvv-labs/ )