Hims & Hers
Launching Weight Loss.
The weight loss category across Hims and Hers brands began with oral medications, expanded to compounded injections, and eventually Novo Nordisk products. The launch was all about building a premium, personalized experience for weight loss customers.
This work reframed weight loss as a holistic, guided program rather than a single product offering. The result is a unified platform experience that personalizes weight management care and is now the most profitable category at Hims & Hers.
We created a cohesive content ecosystem across web, app, and social designed to support users at every stage of their weight loss journey.
01
Robust Product Info
Welcome and How-to videos
Trust & Safety information
Immersive landing pages and PDPs
Interactive weight loss tools
02
Fitness, Nutrition, & Mental Wellness Support
Workout routines & how-tos
In-app Nutrition and Recipe content
Eating pattern and mental health education
03
Organic YouTube Content
Dedicated season of “Uncomfortable Questions” for weight management
Welcome to your treatment.
Landing pages and in-app customer journeys explained users’ weight loss programs with instructional videos, regular doctor check-ins, 24/7 support, and education materials.
Many customers had “already tried everything” to lose weight, so we designed the Hims & Hers weight management program as a guided experience that boosts effectiveness through medication, fitness, proper nutrition, sleep hygiene, and mental wellness.
First-time users were most concerned about getting comfortable with injections.
Movement by Hers
To support customers’ weight loss journeys, we created fitness content and nutrition content to help build healthy eating and exercise habits.
This in-app content was later expanded for YouTube and Shorts, and saw millions of views and visitors within the first three months of launch.
10+ scripted workout routines, co-written with a doctor, along with 50+ movement tutorials were created to help beginners get comfortable with gentle, daily movement and learn to design their own exercise plans.
We also created 100+ recipes and in-app nutrition education in addition to fitness content.
The recipe imagery and copy became one of Hims & Hers Studio’s first AI workflows.
Uncomfortable Questions
Hosted by local comedians, this flagship content series on Hims YouTube features our in-house doctors in a more relaxed “doctor’s visit” to discuss all the things people are too afraid to ask. Season Four centered on weight loss.