Ingrid Millman Cordy returns to Future Commerce after her transition from Nestle Health Science to Chief Marketing Officer at HigherDose, where she's transforming infrared therapy and biohacking technologies into accessible wellness lifestyle products for everyone. Phillip, Brian, and Ingrid explore the intersection of intuitive wellness practices with data-driven marketing, the evolution of brand spirituality, and how premium wellness brands are finding their place between science and the metaphysical.
When NASA Tech Meets Kitchen Table Startup
Key Takeaways:
- Intuition Over Analytics: HigherDOSE allocates 15% to 20% of its budget towards experimental campaigns, balancing performance metrics with gut-driven brand decisions like Manhattan truck wraps
- Science Meets Spirit: The brand combines NASA-developed technologies with frequency-based wellness, hiring team members who have both data analysis skills and Reiki training
- Premium Democratization: At-home biohacking devices prove more cost-effective than recurring spa treatments, making exclusive wellness technologies accessible for daily use
- Post-Data Wellness: Consumers’ shift from tracking-obsessed biohacking toward intuitive, feeling-based self-care reflects a broader cultural movement that the brand embraces
- [15:24] "We take a much more intuitive approach to wellness. I think the masculine biohacking world is very much about tracking your statistics and measurement... But we are trying more and more to relearn this type of methodology so it’s a lot more in tune with what we need." -- Ingrid
- [42:02] "The beauty of HigherDOSE is that we are actually where science meets the woo, right? There is tons and tons of scientific evidence that's been studied about the technologies that we sell." -- Ingrid
- [27:25] "It's funny to take a premium––really, frankly, elitist––brand and call it democratizing. But I agree. I think there's a lot of democratizing qualities about HigherDOSE." -- Ingrid
- [30:05] "When user-generated content started becoming popular, I was very deep in my premium luxury fashion and beauty headspace, where I was a late adopter. And I called it LGC, loser-generated content." -- Ingrid
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