Combe Incorporated,
In 2025, Combe Personal Care needed a foundational view of the personal lubricant category in the United States for its Astroglide brand. It sought to understand why many sexually active people don't use lubricant and what their purchase journey looks like (motivators, information sources, and friction points). The goal was to design a growth, communication, and innovation strategy based on real barriers.
Maggiore applied Social Intelligence: it analyzed searches and public conversation to map tensions, myths, and needs; cross-referenced this with reviews, SEO/competitive analysis, and creator content; and synthesized findings into segments, motivators, barriers, and prioritized opportunities, with direct implications for communication, portfolio, and the purchase experience.
The study inspired a new brand architecture: it defined target audiences, the jobs to be solved, and the role of each product by pillar. It also prioritized key barriers (discretion, embarrassment, and doubts about compatibility and safety) and a roadmap for messaging and the purchase experience. This strengthened Astroglide and helped grow the category by normalizing its use and improving decision-making.
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