My Lyla
A premium direct-to-consumer brand launched from scratch, with remarkable results from day one
The
challenge
Lyla is a premium direct-to-home supplier of continence products in the UK, and it launched into a market dominated by established names like TENA with no existing consumer brand of its own. It arrived as the sister company to a leading continence business already serving the NHS and professional organisations, but its audience was entirely different: consumers aged 50 and over, buying directly for themselves or a loved one, often navigating a sensitive and personal purchase for the first time.
The challenge was to define exactly where Lyla sat in the market, identify its genuine points of difference and build a brand that gave people the confidence to choose it over supermarket own-brand alternatives and established competitors. Getting this wrong meant blending into a crowded category. Getting it right meant justifying a premium position from a standing start.
The website also had to work for an older audience, so ease of use was not a nice-to-have but a commercial requirement. The whole proposition needed to feel premium, trustworthy and genuinely supportive rather than clinical or institutional.
Our
approach
We began by identifying what made Lyla genuinely different. The products were 25% more absorbent than other leading brands, and there was data to support that claim. The team offered outstanding personal customer service, telephone ordering was available, and free samples were proposed so customers could find the right product before committing. These were not small details – they were the commercial foundation of the brand.
From these insights, we built the brand around three pillars: performance, customer service and premium quality. The name Lyla was chosen with purpose. It stands for Live Your Life Again – a proposition that goes far beyond the product and speaks directly to what customers actually want: the confidence to go out, stay active and not let their condition define them. The strapline became the brand idea.
The website was designed and tested specifically for the target audience, with a focus on simplicity, clarity and ease of use across all age groups. Every element of the user journey was refined to reduce friction and build confidence. Trustpilot reviews were integrated and actively built up from launch, providing the social proof that gave new customers the reassurance they needed to make their first purchase.
The full marketing campaign spanned Meta Ads, Google Ads and a television campaign – all working together to drive awareness, traffic and conversion at every stage of the customer journey.
Services delivered
- Name Creation
- Logo Design
- Marketing Strategy
- Brand Development
- Website Design
- Video Production
- TV Advertisement
- Search Engine Optimisation (SEO)
- AI Visibility
- Email Marketing
- Social Media Management
- Google Ads
- META Ads
Impact
From a standing start, Lyla launched with 12% growth in its first six months. The cost of customer acquisition through Meta Ads and Google Ads was as low as £6, meaning the second purchase put the business into profit on each customer relationship.
Subscriptions became a significant driver of recurring revenue – and one of the most striking results of the campaign came from a single insight: changing the word “subscription” to VIP repeat ordering increased repeat orders by nearly 600% overnight. A small language change with an extraordinary commercial impact.
Sales have continued to grow through the ongoing success of paid advertising and email marketing, with the brand now firmly established in a competitive market as a premium, trusted and customer-first alternative.