The system in one minute
Three personas, two roles. Hannah and Devin are targets — they're who we sell to. Simone is the gate — every Hannah and Devin asset must pass her test before it ships.
At a glance
Priority 03 · VMS Primary
Hannah
The Intentional Health Investor
"I need something formulated with my body in mind — not a generic multivitamin."
- Age
- 40–54
- 3-yr revenue
- $170.6M · 35.5% of system
- Conversion
- 18% · highest in system
- Region
- East Coast + Southeast
- HHI
- $70–110K
- Lead SKU
- Womens Multi · D3/K2 · Sleep Support
- Channels
- Whole Foods · WWA.com · Amazon
Priority 04 · VMS Secondary
Devin
The Watchful Protector
"I don't gamble with my family's health. I research it. I trust it. Then I commit."
- Age
- 28–52
- 3-yr revenue
- $91.3M
- Conversion
- 10%
- Region
- East Coast + Southeast
- HHI
- $60–100K
- Lead SKU
- Mens Multi · BPS · BSS · Cholesterol
- Channels
- Health clinics · WWA.com · Amazon
Priority 00 · Brand Anchor · GATE
Simone
The Wellness Tastemaker
"If it's not made for us, I'm not interested."
- Age
- 35–44
- Strategic value
- $2.2B+ at risk if wrong
- Churn risk
- 70% if brand devalues
- Region
- East Coast + Southeast
- HHI
- $70–110K
- Role
- Cultural-permission GATE — not a target
- Test threshold
- 7.0 / 10 hard gate on every asset
Hannah — Premium Value & Margin Engine
Largest single persona at $170.6M / 35.5% of system. Black women 40–54 who already take 3+ supplements daily. She's not new to wellness — she's looking for a better partner. She reads every label, watches ingredient deep-dives on YouTube, and asks her HBCU group chat before any new purchase.
Anchor moments
- Morning · Non-negotiable ritual. Vitamins with breakfast. D3, magnesium glycinate, CoQ10, daily multi, hormone support. Missing them feels like breaking a promise to herself.
- Midday · Research and validation. Watches ingredient deep-dives on YouTube. Follows Black women MDs on Instagram. Reads labels in-store for 3–5 minutes before any new purchase.
- Evening · Replenishment and planning. Once she trusts a brand she subscribes. Buys in bulk at Sam's Club or Costco. Amazon is reorder, not discovery.
Voice
Lily baseline with warmth 8 · authority 9 · urgency 3 · playfulness 3. Editorial, intelligent, calm.
Use
- "clinically-studied"
- "methylated folate" / "MK-7" / "1,471% DV"
- "made for Black women"
- "built for our biology"
- "the panel doesn't hide anything"
Avoid
- "doctor-recommended" (compliance)
- Exclamation marks
- Hype framing
- "Girlboss" energy
- "Biohack"
Visual
Warm cream · sage · oat · soft terracotta accents · Better Daily mint-green echo · brass desk-lamp warmth. North-window or brass-lamp lighting. Magazine still-life composition with lots of negative space. Bottle as supporting actor in lower-third.
Devin — Expansion & Category Growth
Black men 28–52, blue-collar / skilled-trades / first-responder / logistics careers. East Coast + Southeast. Three-year revenue $91.3M against a 5.28M addressable pool.
Anchor moments
- Morning · Fuel and focus. Takes multivitamin and targeted supplements. Primary shake or RTD drink on the go. Prepares the family for the day — his routine first, then the family's.
- Midday · Work and provide. Physically demanding work. Stays hydrated and fueled. Listens to podcasts or talks with peers during breaks — where the trusted-friend recommendation lives.
- Evening · Family and recovery. Workouts, mobility, or active time with kids. Preps meals. Focuses on sleep and recovery. Plans ahead for tomorrow.
Voice
Lily baseline with warmth 8 · authority 8 · urgency 4 · playfulness 4. Protective, deliberate, family-anchored, no-bullshit. He's research-driven but not nerdy — he's the guy who explains the label to a friend over a beer.
Use
- "I researched this for months."
- "My doctor pointed me here."
- "Real ingredients, real dosages."
- "What my body actually needs."
- "Built for the long haul."
Avoid
- Hype, exaggerated claims
- "Biohack" framing
- Sales-pitch tone
- Fear-based copy ("don't let your family become a statistic")
Visual
Deeper earth tones · brick · forest · warm side-lamp · workshop / kitchen / home-gym contexts. Less polished than Hannah; more lived-in. Documentary mid-shots. Hands at work. Forearms with the bottle. Bottle on workbench or kitchen counter.
Health context
| Stat | Use |
|---|---|
| 76% of Black men are the household health decision-maker | Destroys "wife buys for husband" assumption — drives the gender-pivot from v1 Legacy Keeper |
| 56% say a health scare started their supplement routine | Diagnosis-trigger origin-story framing for narrative arcs |
| 81% research ingredients and benefits before buying | Trust gate — Devin is NOT impulse-buy; respect research mode |
| 2× more likely to spend more on supplements they believe are high quality | Premium positioning is fine — don't underprice |
| 67% trust recommendations from other men like them | UGC creator format must be Black men talking to Black men |
| $2.1B Black men's annual spend on vitamins and supplements — and growing | TAM proof, market-sizing context |
Simone — Brand Anchor & Cultural-Permission Gate
Not a target persona. The gate every Hannah and Devin asset must pass before sign-off. "She is the fuel — the others are the engine."
Why she exists
Simone wasn't in the v1 vitamin persona doc. The client added her as the system protector — the cultural-permission layer that makes Hannah and Devin's specific personas land. Without her, even perfect Hannah-targeting collapses. $2.2B+ revenue at risk if the system fails her test; 70% churn if the brand devalues over time.
The Simone test — all six must be true
- Made FOR us, not adjacent to us. The asset would feel native if posted to Simone's IG. It does not feel like a generic brand reaching down for diversity points.
- Cultural representation is year-round, not seasonal. Nothing reads "we only show up in February."
- No performative DEI. No DEI-statement graphics. No "multicultural team" stock framing. No paid-influencer endorsement that reads inauthentic.
- Vague claims rejected. Specific clinical dosages. Real ingredient names. No jargon. Plain language.
- Cultural credibility signals visible. Black-doctor / Black-RD voice OR Black-owned health media adjacency OR Black-women-community context — at least one.
- Hidden ingredients = auto-fail. No proprietary blends, no "complex," no untraceable claims.
Trust hierarchy (Simone's filter for any source)
| Source | Trust | Implication |
|---|---|---|
| Friends, family & community word-of-mouth | ★★★★★ | 41% of Black consumers prefer brands approved by social circles — highest-converting trigger across all categories |
| Black doctors and health professionals | ★★★★★ | Black-led clinical voices = professional credibility + cultural lived experience |
| Black-owned health media | ★★★★ | BlackDoctor.org · Essence Health · Black Health Matters |
| General/national wellness brands | ★★ | Treated as adjacent until proven culturally credible |
| Paid celebrity endorsement | ★ | Auto-fail unless authentic relationship is provable |
As a grading dimension
The 7th Coach grading dimension is Cultural Permission · 10% weight · hard gate at 7.0 / 10. Every asset is scored against the six-point Simone test. Anything that fails one of the six points cannot pass.
Channel × persona matrix
| Channel | Hannah | Devin |
|---|---|---|
| Whole Foods (VMS trust) | Primary | Consider |
| WWA.com (subscribe) | Primary | Primary |
| Amazon (reorder) | Primary | Primary |
| Health clinics + hospitals + Walmart Health | Consider | Primary · highest trust |
| Black-owned + community retail | Discovery | Always on |
| C-stores | Low | Discovery |
| Gym / fitness retail | Low | Consider |
| Target · Walmart | Consider | Consider |
| Sam's Club · Costco (bulk) | Reorder | Low |
| Campus stores | Low | Low |
What's deprecated (v1 → v2 map)
| v1 persona | v2 fate |
|---|---|
| Wellness Warrior | Refined & renamed → Hannah (tighter age, explicit Black-women framing, perimenopause-aware) |
| Legacy Keeper | Refined & gender-pivoted → Devin (he IS the husband, not the wife buying for him) |
| Mission-Driven Buyer | Deprecated · folded into Simone brand-anchor layer |
| Self-Care Advocate | Deprecated · folded into Hannah perimenopause + recovery layer |