1 E R A C H T L A E R H E MTHE FORCES U S N O N C N I O I T N E V NSHAPING THE K CO A E R O B W T O H CATEGORY Picture a brand in the consumer health space. Toothpaste. Painkillers. Even acne cream. Chances are we’re all seeing something similar. Branding in consumer health often feels like IN 2024 it’s on autopilot; we all nod along to familiar narratives and the same visual tropes. These kinds of brands exist within a space we call ‘Medical Authority’: unemotional, somewhat masculine, and of course deeply trustworthy. The brand is the saviour – a rational expert that knows best. It’s about arrows and targets, static layouts, sober colours, and technical claims. Lots of them. But such a relatively conventional category is at an inflection point – and for many reasons.