episode
07
narrative now by getpress
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How do you turn an Amazon collagen bestseller into a pro-aging brand that journalists, your community, and customers truly trust—in a market where health claims are strictly regulated and skepticism runs high?
In this episode of narrative now, host Max talks to Lavinia Steinfels, Comms Lead at Berlin-based Glow25 and board member of the Glow Foundation. They discuss how Glow25 evolved from an Amazon top-seller into a pro-aging brand that is conquering not just online shops, but retail shelves, media outlets, and a growing community—with communication as a key growth driver.
Together, they explore how earned media, PR, and community trust bridge the credibility gap in the health and supplement market: from long-term relationships with journalists and data-driven storytelling to a pro-aging stance that avoids anti-aging promises. They also discuss the Glow Foundation’s work against old-age poverty and loneliness—a powerful signal that purpose here isn't just on a slide deck, but embedded in the brand's daily operations.
This episode is for CMOs, brand leads, e-commerce managers, and communications professionals who...
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getpress GmbH
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