Karin Hermoni, CEO, Imagine Health
Karin Hermoni, CEO, Imagine HealthKarin Hermoni, CEO, Imagine Health, shares her thoughts on harnessing a female perspective in product development and marketing, the role of women in science, and more.
Tell us about your career pathway and current position, and where you think there could be improvement in harnessing a female perspective when it comes to product development, design, and marketing.
Karin Hermoni: My passion for nutrition and wellness began during my Ph.D., researching the effects of phytonutrients on human health. Over the last decade, and during my journey at Lycored, I designed and executed scientific and claim substantiation strategies tailored to the needs of our industry (pre-clinical & clinical trials). I specialized in commercializing science and connecting the dots throughout the product lifecycle with a market-led approach. I recently made a change in my career path, launching my own consulting business, and leveraging my expertise to help companies of all sizes create and deliver transformative nutritional solutions that promote the well-being of people and the planet.
The nutraceutical industry has made strides in integrating the female perspective in product development, design, and marketing, but there is still room for improvement. One of the aspects I am particularly passionate about, where I think the female perspective should be intentionally strengthened is the topic of inclusivity in clinical trials. My passion comes from my personal journey, seeking the sweet spot between my perspective as a scientist, and as a human and a woman. And I can say it has been both challenging and enlightening.
On one hand, my goal is to conduct lean clinical studies with a maximal chance of success and a minimal budget. At the same time as a human and particularly a woman, I am also looking for ways I can contribute to making this world better, and more inclusive for all of us. As an industry professional, it is my mission to create products that are rooted in a deep understanding of customer needs, including of course the needs of women throughout the lifecycle. The ultimate goal is for everyone to be able to find scientifically-backed products in the market supporting their wellness needs.
What are some critical contributions you have made to product development, design and/or marketing that were fostered, at least in part, by your perspective as a woman? Be specific.
KH: When I started my journey in Lycored, my scientific mindset gravitated toward minimizing variability to achieve more significant results. This made it tempting to prioritize male-centric studies that would enhance the consistency and eliminate the need to worry about changes brought about by the hormonal cycle or recruitments being delayed due to pregnancies. One of the clinical studies I was engaged in at the very beginning was a beauty-from-within study, and when the results came in, a friend and colleague of mine, an amazing and powerful woman, asked me, "So... how did the results turn out? Should I start taking the product?"
At that moment, I realized she was not truly represented in the study! Not by her gender and not by her skin type! How could I know if the product would be beneficial for her? I understood this needed to change. We needed to be much more mindful and intentional in designing our studies and our messaging and I felt it was "on me" to bring this forward. Moreover, in reflecting on topical skincare, where inclusivity is truly a technical challenge (as the product needs to penetrate through the skin), it became clear to me that beauty-from-within can be a platform for inclusivity. I presented the idea of "inclusivity in clinical trials" in one of our strategic meetings and it was embraced with love by my colleagues. We went all in together with both product, science, and marketing!
We revisited our next clinical protocols, intentionally focusing on diversity and inclusivity (even at the cost of including less parameters) and we mindfully focused on women in our next round of product development. In fact, one of our next studies was designed by women, for women of all skin types with before-after photos from a very diverse population. Soon, it became part of our vision and mission to have everyone be able to "see themselves" in both our study results and our marketing campaigns—men and women of all ethnicities, colors, ages, etc.
Share your views on the role of women in science, specifically in nutraceuticals research.
KH: Women make up a large portion of the consumer base for the nutraceutical industry, and their needs and preferences can be quite different, so it is our role as women in science in the nutraceuticals industry to incorporate the female perspective in product development and across the lifecycle. In fact, as I just described, I see the opportunity for women not only to make sure we develop products that truly meet female needs, but also adopt this school of thought to ensure we cultivate diversity in a broader way, through the products we bring to market and through the human vibe we bring to the table.
In this respect, I was fortunate to have (male) mentors who empowered me, elevated me through the journey, and encouraged me to break out of my comfort zone. The important role they played in my personal and professional growth shaped my view on the role and potential of women in science and in nutraceuticals, so much so that I was inspired to “pay it forward” with my team (that was all women), and I continue to do so, now that I am independent. It naturally became part of my goals to help elevate those around me. Above all, my mentors were my role models for compassionate leadership, something I believe our industry can really win from embracing. Our (women) leaders, have the potential to cultivate this vibe and help our wellness industry truly be “well” from within.
Share your views on the role of women in marketing, specifically when it comes to nutraceutical product design, positioning and marketing.
KH: Women play a crucial role in marketing, bringing forward the female perspective to shape the industry and its messaging. Women have the opportunity to inject an inside view of the needs and wants of female consumers and to design products and messaging that resonate with them. It is the role and duty of women in our industry to use our perspective to design and spread empowering, inclusive, and embracing messaging. Tailored by women for women.
I really felt this when I started engaging in the beauty-from-within space and I struggled to “find my voice” in this space. From a personal perspective, I actually have never been very much driven by external beauty, and it felt unnatural for me to focus on beauty messages, at least in the traditional way we are used to thinking about beauty. And it was my dear friend Zev Zigler who led the marketing at Lycored at the time who helped me rethink what beauty can be, understanding that different than makeup we put on, ingestible beauty is not meant to mask our imperfections but it is meant to help us show our true colors and let our inner glow shine. We put the spotlight on helping people feel comfortable in their own skin. These are messages I totally connect to and am happy to spread, and proud for my daughters to hear and be exposed to.
What advice would you give to females that are just entering the workforce, and specifically the nutraceuticals space?
KH: First and foremost, come with an open heart, and open mind. Be ready to learn and to engage.
For those coming from a scientific background, like me, try not to confine yourself only to the “science” label. Instead, find the courage to break out of this “science” box and truly embrace the broader aspects of the business. Collaborate across departments, listen and learn but also don't hesitate to voice your thoughts or to ask questions—this is the pathway to leadership positions.
Lastly, engage with the industry, and network at industry events. It is heartwarming to see how people in our industry truly want to help. Don't be shy!
