What have been some of the challenges launching a new brand to the world from a base in the South Pacific?

Learning that brands with massive marketing budgets trump brands with incredible science and products that work.

Designing the stories about our science in a way that is responsible, easy to understand and not hyped but still compelling enough for a BUY NOW click.

Filtering the noise - there are so many experts in the world.

MitoQ has quite a story to tell, what were the most successful channels for getting your product story across and winning loyal customers?

MitoQ has an amazing back story and a continually evolving one. Our most successful progress to date have not been from traditional marketing activity but from news outlets picking up some of the more recent research that has been undertaken on MitoQ in universities and laboratories around the world.

That is independent validation of our product by independent researchers and published in independent media outlets. The success here is driven by real science with integrity and it's very a clear indication of the fatigue that consumers have about the words and content that are pedalled in certain circles of the supplement and cosmetic industry.

How has your sales and marketing focus evolved?

We went out to conquer the world and it became very evident very quickly that specific markets were more open to our products than others. We have failed fast, learnt quickly and found the low hanging fruit. Our focus is now very much on those markets where our time is best spent. That is not to say that we won’t circle back and tackle the tough markets later but right now, as we are establishing and building relationships with our customers, its all about putting our energy where direct sales result.

How easy or hard did you find it to get a unique voice in the competitive cosmeceuticals and anti-aging arena?

Extremely difficult. We have an amazing product, we have over a decade of research, we have global patents and yet finding a tone of voice or words that have not been used 100 times before us has been a real challenge. Have we got it right yet - probably not. Will we get it right - yes.

What role does design play for you in the business?

Design is core to MitoQ’s values. Our core ingredient was the result of design at the molecular level. From day one we have invested in design. Form, function, customer experience, logistics, packaging, labelling, communications, … I think you only need to look at the success of design lead companies and the value they create to see that design should be factored into every level of your business.

— Greg MacPherson, MitoQ.com