Brand & Challenge
Bohomoon sells affordable waterproof jewellery in the UK at accessible price points. They've sold 2M+ pieces and offer a lifetime guarantee on PVD-plated stainless steel products. The market is saturated with "tarnish-free" and "waterproof" claims. Customers are skeptical because they've been burned before. The challenge: stand out in a Level 3-4 market where everyone makes identical promises.
Research Process
Analyzed customer language across Reddit, Amazon reviews, and social media comments
Studied 8 competitors including Ana Luisa, Hey Harper, and Mejuri for positioning gaps
Tracked customer journey patterns showing women tried 4-7 different solutions before finding waterproof jewellery
Mapped 5 distinct customer segments with different pain points
Documented common frustration patterns with failed "waterproof" products
Reviewed competitor pricing structures and unique selling points
Approach
Analyzed customer language across Reddit, Amazon reviews, and social media to identify core frustrations
Mapped 5 distinct customer segments with different pain points (frustrated replacers, active lifestyle, sensitive skin, budget collectors)
Studied 8+ competitors (Ana Luisa, Hey Harper, Mejuri) to identify positioning gaps
Identified that customers had tried 4-7 solutions before finding waterproof jewellery
Developed 5 distinct ad concepts targeting different segments and purchase psychology
Key Findings
1. "Tarnish-free" and "waterproof" claims don't work anymore
Every brand says it. Customers have heard it from £15 Amazon sellers and £80 premium brands. They've bought products that claimed to be waterproof and watched them tarnish within weeks. The words themselves create skepticism, not trust.
2. Customers have tried 4-7 products before finding something that works
This isn't their first purchase. They've been through the cycle multiple times: see a claim, believe it, buy it, watch it fail, repeat. By the time they're considering Bohomoon, they don't trust words. They need proof.
3. The real problem is the replacement cycle, not just tarnishing
It's not that their jewellery tarnishes once. It's that they're constantly replacing pieces. £20 here, £30 there, every few months. The frustration is the cycle itself: finding something they like, buying it, having it fail, searching again. They want to buy once and be done.
4. Different segments care about waterproof for completely different reasons
Frustrated replacers: sick of buying new jewellery every few months
Active lifestyle: need jewellery that survives gym, swimming, daily showers
Sensitive skin: regular jewellery causes reactions, need hypoallergenic options
Budget collectors: want multiple pieces without constant replacement costs
Everyday wearers: want jewellery they can put on and forget about
Each group has different pain points even though they're all looking for "waterproof."
5. The £10 Goodie Bag is unusual at this price point
Most brands sell individual pieces at £30-60. Bohomoon offers a £10 bag with multiple pieces. For skeptical customers, this is a low-risk way to test the product. For collectors, it's an affordable entry point. No competitor has an equivalent offer at this price.
Frameworks Applied
Market sophistication analysis: Level 3-4 (mechanism-aware, claim-fatigued)
Awareness level mapping: most customers are problem-aware but solution-skeptical
Segment development: 5 customer types based on primary pain point
Competitor positioning analysis: price vs. claims vs. proof across 8 brands
Purchase barrier mapping: identified 8 major objections to address
Messaging hierarchy: proof-first rather than claim-first approach
Deliverables
Market research document with customer language patterns and frustration themes
5 complete ad concepts with scripts, hooks, and visual direction for each segment
Segment-specific messaging frameworks showing how to talk to each customer type differently
Objection-handling system addressing 8 common purchase barriers
Competitor positioning map showing gaps in proof-based marketing
Recommendation to lead with demonstration (before/after, wear tests, lifestyle proof) rather than claims
Strategy to position £10 Goodie Bag as risk-free trial vs. £30-60 single pieces from competitors
Results
Research showed the market requires demonstration, not declaration. Customers don't believe claims anymore. They need to see proof: real wear tests, before/after comparisons, lifestyle usage over time.
Found positioning gap around "jewellery freedom." Competitors focus on product features (materials, plating process). None own the emotional benefit of never thinking about your jewellery again. Opportunity to position around freedom from the replacement cycle.
Identified that £10 Goodie Bags are the conversion entry point for skeptical buyers. They lower risk enough to get first purchase, then product quality drives repeat purchases at higher price points.
Recommended segmented creative approach. Frustrated replacers respond to cost-over-time messaging. Active lifestyle customers need gym/shower proof points. Sensitive skin segment needs hypoallergenic focus. One-size message doesn't work across all five segments.
Strategy shifted from "we're waterproof too" to "here's proof it actually works" with emphasis on demonstrating product performance rather than making the same claims as everyone else.
