WellisAir
+106%
YoY Subscription and Returning Customers
7.22x
average ROAS for launch
26.93x
ROAS highs
the challenge
A product with strong appeal but no standalone brand identity.
1
A one-product brand competing with established air filtration systems
2
Difficulty justifying a premium price point relative to cheaper alternatives
3
Inefficient early media performance due to limited positioning and product education
4
A need to evolve from a celebrity-associated product into a standalone, credible health brand
the philosophy
Flourish as a framework for launching a new category.
Guided by the Flourish philosophy, Mass Culture focused on building the structural and creative conditions needed for a brand-new category entrant to thrive. The goal was to shape a brand system rooted in trust, scientific credibility, and relevance while designing a launch strategy capable of immediate performance and long-term subscription growth.
the insight
Air quality awareness created the perfect moment for a Beyond-HEPA solution.
Consumers’ growing concern around air quality, heightened by wildfire seasons, pollutants, viruses, and post-pandemic health habits, created a timely opening. By positioning WellisAir as a beyond-HEPA technology that actively destroys 99.9% of pollutants and pathogens, the product could shift from a niche solution to an everyday health essential.
the strategy
A full-funnel launch built to drive immediate sales and long-term scale.
Mass Culture partnered with Suzanne Somers’ team pre-launch to take WellisAir to market, building efficient acquisition funnels and evolving strategy as performance insights emerged.
Brand Launch and Go-To-Market Strategy
Full-Funnel Acquisition and Conversion Optimization
Iterative Media Strategy and Localized Performance Scaling
the results
A high-impact launch that drove revenue, efficiency, and subscription scale.
The launch delivered immediate performance wins and set the foundation for long-term brand growth.
PREV
YEAR
+106%
YoY repeat and subscription customers
BASE
+622%
7.22x average ROAS during the initial four-week launch
BASE
+345%
4.45x average ROAS during ongoing localized campaigns
The summary
WellisAir successfully transitioned from a single celebrity-associated product into a high-performing DTC brand with a growing subscription backbone and strong early traction for long-term scalability.
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