Belle Vitale | Whitney Provost

Belle Vitale: Brand & Campaign Case Study
Creating the first comprehensive hormone health program

The Challenge:

BODi was launching Belle Vitale, the first and only comprehensive hormone health program combining fitness, nutrition, supplements, and breathwork to help women improve symptoms of hormone imbalance. The challenge was multi-faceted: there was no existing market category for this type of holistic approach, significant skepticism about the science behind hormone health programs, and uncertainty about targeting such a broad demographic of women across all ages and life stages.

Many women assumed they were either "too young" or "too old" for a hormone health program to be effective, while others questioned whether a program targeting such a wide age range could deliver meaningful results. We needed to establish credibility and navigate regulatory compliance around health claims.

The Approach:

Strategy: Establish Belle Vitale as "the first all-in-one system to address symptoms of hormone imbalance" through science-backed positioning and Autumn Calabrese's authentic personal story.

Messaging: Create empathetic, premium language that acknowledged women's frustration across all life stages while elevating the program above other offerings.

Compliance: Work closely with Legal team and feature industry experts to establish credibility while ensuring all claims positioned benefits as lifestyle improvements, not medical outcomes.

Execution: Leading a Complex Multi-Functional Launch

I served as the strategic thread connecting multiple departments—R&D, Nutritionals, Fitness, Brand, Production, Packaging, CRM, and Direct Response—ensuring cohesive messaging and unified brand voice across all touchpoints.

Campaign Development

Created comprehensive campaign assets across the full funnel from social media to customer retention
Developed premium language and messaging that matched the program's comprehensive value proposition
Directed all campaign messaging to emphasize the unique four-pillar approach while balancing scientific credibility with emotional understanding

Key Insights & Strategic Learnings

Complex launches demand unified vision: Collaborating across eight cross-functional teams required establishing myself as the strategic North Star, ensuring every department understood not just their deliverables, but how their work connected to the broader brand promise.

Premium positioning unlocks new market opportunities: By elevating Belle Vitale beyond typical fitness programming through sophisticated and targeted messaging, we accessed a previously untapped segment of women seeking holistic wellness rather than just workouts.

Being first to market requires patient investment: Launching a totally new solution meant we had to educate consumers about why they needed a comprehensive hormone health program. Success metrics needed to prioritize customer satisfaction and market acceptance over immediate enrollment numbers.