SOTERI SKIN GTM brain

category

market profile

• text: People with eczema face recurring itch, dryness and flare-ups and may seek non-steroidal over-the-counter options.
• text: The brand positions pH balance and skin barrier repair as its differentiator among eczema topicals.

personas

• title: Adult living with recurring eczema
  pains:

  • Itching and visible flare-ups interrupt daily life and sleep.
  • Prior moisturizers may offer only temporary relief.
• title: Parent of a baby with eczema
  pains:

  • A child's itching and disrupted sleep affect the whole family.
  • The parent wants an age-appropriate non-steroidal product and credible evidence.

icp

• text: Consumer households buying online for recurring eczema care, including parents shopping for children aged zero to five.
• text: Adults and families willing to use a recurring skincare regimen and potentially subscribe for replenishment.

message pillars

• text: Offer non-steroidal eczema care.
• text: Explain the role of skin pH in the barrier.
• text: Make treatment accessible without a prescription.

objections

• objection: I have tried many creams without lasting results.
  response: Explain the pH/LOCK mechanism and share the actual clinical study and its limits, without promising an individual outcome.
• objection: Is it suitable for my baby?
  response: Show the baby product's stated age range and ingredient information; suggest checking with the child's clinician when appropriate.
• objection: The price is higher than a drugstore moisturizer.
  response: Explain kit and subscription options alongside their current prices and terms.

competitors

• name: Aveeno Eczema Therapy
  why: Over-the-counter eczema creams including baby products.
• name: CeraVe
  why: Widely available eczema and skin barrier moisturizers.
• name: Eczema Honey
  why: Consumer eczema-focused topical skincare brand.

influencers

• name: Lama Mansour
  url: https://www.linkedin.com/posts/lamamansour_startup-eczemarelief-founderstory-activity-7356744517372334082-64Vh
  why: Co-founder posting the brand's origin story.
• name: Rafal Pielak
  url: https://www.ycombinator.com/founders/rafal-pielak
  why: Scientific founder and CEO.

keywords

• eczema relief cream
• non steroid eczema cream
• baby eczema cream
• itchy skin barrier repair
• eczema pH cream
• eczema flare up treatment

voice

• Empathetic and hopeful
• Science-led
• Consumer friendly

signals

• text: A consumer searches for recurring eczema relief after trying conventional moisturizers.
• text: A parent seeks non-steroidal care for a young child's itchy eczema.

pricing

motion

channels

• direct-to-consumer ecommerce
• SEO
• LinkedIn
• customer testimonials

confidence

Founders

• name: Rafal Pielak
  title: Founder
  role: Founder
  bio: My background is in product and business development. I received Ph.D. in Biomedical Chemistry and Molecular Pharmacology from Harvard Medical School and went on to complete my postdoctoral fellowship at UC Berkeley. Later I worked for biopharma identifying business opportunities in the rare disease space. Before launching Soteri Skin, I spent 7 years leading a product innovation team at L'Oreal where I helped to launch and grow L'Oreal Tech Incubator in San Francisco.