This one really landed. When I heard the part about the Allergan client, I couldn’t help but wonder if the product was Botox—and whether that shift from medical use to aesthetic positioned the face itself as the problem.
That example alone shows just how far category creation can reach. It doesn’t just move products—it can quietly rewire culture for decades. Possibly longer.
As someone who’s been carving out a new category around spiritual beauty and energetic self-image for years, this hit especially hard. It reminded me how powerful this work really is—and how important it is to design categories with long-term integrity and cultural impact in mind.
This one really landed. When I heard the part about the Allergan client, I couldn’t help but wonder if the product was Botox—and whether that shift from medical use to aesthetic positioned the face itself as the problem.
That example alone shows just how far category creation can reach. It doesn’t just move products—it can quietly rewire culture for decades. Possibly longer.
As someone who’s been carving out a new category around spiritual beauty and energetic self-image for years, this hit especially hard. It reminded me how powerful this work really is—and how important it is to design categories with long-term integrity and cultural impact in mind.
Really grateful for this one.