Case Study: Building Brand Equity Through Purpose: The "Age Powerfully" Podcast with Maxine Laceby
Client: Absolute Collagen
Launch Date: September 2026
Channels: Spotify, Apple Podcasts, Amazon Music
Services: Brand Strategy, Talent Booking & PR Amplification
Moving Beyond Product Mechanics to "The Why"
With Absolute Collagen's established market leadership through clinical efficacious collagen formulations, consumer retention in the premium beauty and wellness sector requires more than functional product benefits.
The Industry Dilemma: Product features and ingredients (the "what") drive initial trial, but emotional connection, shared values and brand philosophy (the "why") drive long-term brand equity, customer lifetime value, and community advocacy.
The Core Objective: Transition consumer perception of Absolute Collagen from a supplement brand to a champion of midlife confidence and self-belief. PuRe was tasked with creating an organic medium to grow a dedicated community anchored in brand sentiment rather than transactional sales.
"Age Powerfully" as a Cultural Movement
PuRe conceptualized and launched a dedicated audio channel, building on the brand's AGE POWERFULLY manifesto, designed to reshape the cultural conversation around midlife, aging and female empowerment. Rather than framing aging as a problem to solve, PuRe collaborated with founder Maxine Laceby to launch "Age Powerfully with Maxine Laceby," powered by Absolute Collagen in September 2026.
Strategic Pillar: Talent Curation via the PuRe Network
To establish immediate cultural authority and editorial depth, PuRe tapped into its media and talent networks to curate a powerful guest lineup of women redefining success, body image and confidence in midlife, including:
Emma Willis: TV Presenter & Absolute Collagen Brand Ambassador explores personal confidence,life in the public eye, and authentic partnership alignment.
Caroline Hirons: Founder of Skin Rocks, and best selling beauty book author; brought unfiltered conversations on skincare realism, career building and female agency.
Sara Davies MBE: Entrepreneur, founder of Crafter's Companion, BBC Dragon and broadcast personality; covered energy management, body image, self-belief and navigating business leadership.
Anna Hemmings: CEO of Smart Works, and brand partner that PuRe aligned with Absolute Collagen when we first started working together, discussed confidence restoration, midlife career reinvention, and empowering women through transitional life stages.
Campaign Execution & Channel Architecture
Unfiltered Format Design: PuRe developed an intimate, unscripted interview format hosted by Maxine Laceby, driving authentic dialogue around health, career shifts and midlife power. Allowing time and space for product pushes and retailer acknowledgement.
Omnichannel Distribution: Launched across Spotify, Apple Podcasts, and all major audio platforms, supported by short-form video clips for Instagram and TikTok.
Earned & Owned Amplification: Integrated episode releases into PuRe's ongoing press strategy, securing targeted coverage across national beauty, lifestyle and trade outlets.
Brand Equity & Impact
Shifted Sentiment: Positioned Absolute Collagen at the centre of the cultural conversation around positive aging and female empowerment.
Community Development + Retention: Established an ongoing, and growing owned content touchpoint that engages consumers through shared values without relying on direct product promotion.
Earned Media Authority: Reinforced Maxine Laceby's profile as a leading British female entrepreneur and spokesperson for midlife confidence.
The Age Powerfully Podcast featured in Fabulous Magazine, News UK
