Building trust in a saturated category

Established in 2014, TagBand was the first skin tag removal kit to utilise the ligation method. When I joined in 2021, the brand was in need of a refresh. The market had become saturated with low-quality, copycat competitors, often supported by poorly executed creative that diluted trust in the category.

I identified an opportunity to reposition TagBand through contemporary, high-quality branding that would clearly differentiate it from competitors and re-establish credibility.

A key challenge was simplifying an unfamiliar product and guiding customers toward the right purchase decision. This informed a design approach focused on clear visual communication - demonstrating how the product works, highlighting differences between models, and helping users select the correct size. These principles shaped both the PDP and Amazon storefront.

Alongside the rebrand, I developed and led the social strategy. The approach centred on ‘scrappy’, mobile-first content - leveraging at-home filming and repurposed UGC to showcase real results and build trust through authenticity. This significantly increased engagement, reaching millions and contributing to measurable sales growth.