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Tricky Ads From a Vitamin Company That Talks Up Openness [The New York Times]

FACEBOOK (FB)  More Company Research Source: The New York Times
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PDF Image Katerina Schneider, the chief executive of Ritual, speaking at a TechCrunch conference in 2016. Credit Credit Noam Galai/Getty Images for TechCrunch By Sapna Maheshwari Sept. 2, 2018 The online vitamin and supplement marketplace is fierce, star-studded and murky. The Kardashians endorse gummies they say promote hair health. Gwyneth Paltrow’s Goop website pushes pills and liquids in the name of holistic wellness. Even the conspiracy website Infowars is partly funded through the sale of potions and powders. In this crowded field , the start-up Ritual, which sells its own line of multivitamins for women, has tried to stand out by focusing on facts. Its brightly colored ads on Instagram and Facebook have talked up openness around its ingredients, which are packaged in clear capsules and mailed to customers each month. Recently, Ritual introduced a campaign emphasizing its focus on science over gimmicky wellness trends, pitching journalists on its “pio [Read more]

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