The brand launched a technically advanced "love of sleep" spray designed to promote intimacy. When consumers weren't ready for the concept, they discontinued it. This demonstrates a willingness to innovate ahead of the curve while also having the discipline to "fail fast" and move on without fear.
Before the link was common knowledge, This Works identified a "white space" by recognizing that improving sleep could directly enhance skin appearance. This insight allowed them to pioneer the sleep-as-beauty category, solving a problem consumers didn't even know they could address.
Naming the brand "This Works" created a non-negotiable promise to consumers. This forced the company to build its entire marketing and R&D strategy around tangible evidence, including user studies, clinical trials, and neuroscience research, to continuously earn brand trust through "proof-pointing".
Dr. Anna Persaud advises founders to "use what you've got." She leveraged her background as a PhD biochemist to establish academic research partnerships and build a brand rooted in scientific proof. This personal expertise became a key differentiator and a source of authentic authority in a crowded market.