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Strategy / 01Awareness → Founding 500

The customer journey.

A considered path from first encounter to founding position — how a visitor becomes one of the first five hundred to receive VAEV, a fine-mist deodorant and body spray hybrid built as a daily scent ritual.

Growth + Brand reference. Revisit before each campaign to ensure touchpoints align with the active STDC stage.

Deodorant, evolved.

01Customer Journey Map

Four stages. See. Think. Do. Care.

Filter · select one or more
Legend · See · Think · Do · Care
01 · SEE · Discovery
Not searching. Encounters VAEV inside a considered feed and pauses on the object.
02 · THINK · Consideration
Curious and evaluating. Wants to understand why the category needs reinventing and whether the object is real.
03 · DO · Founding 500
Ready to commit to something worth committing to. Wants to be early, not last.
04 · CARE · Founding relationship
Reserved. Wants proof the wait is worth it and to feel remembered between now and launch.
  1. 01
    SEE · Discovery

    “Deodorant, evolved.”

    Earn the pause.

    One image. One line. A new category glimpsed inside a considered feed — no ask, no urgency.

  2. 02
    THINK · Consideration

    “Luxury fragrance meets intelligent deodorant technology.”

    Prove the thesis.

    Formulation, wear notes, and the founder letter — evidence that this is a category, not a claim.

  3. 03
    DO · Founding 500

    “Join the Founding 500.”

    Claim your number.

    Five hundred numbered positions. First to receive VAEV, first to be named in the founding cohort.

  4. 04
    CARE · Founding relationship

    “You were here first.”

    Hold them warm.

    Field Notes, the numbered invitation object, launch drop, referral — turn the wait into belonging.

01SEE · Discovery
Mindset
Not searching. Encounters VAEV inside a considered feed and pauses on the object.
Objective
Introduce a new category with a single distinctive image and one line — earn the pause, not the click.
Touchpoints
Editorial press, considered social, Pinterest, referred discovery.
Messaging
“Deodorant, evolved.”
CTA
Discover VAEV
Metric
Reach · qualified sessions · branded search lift.
02THINK · Consideration
Mindset
Curious and evaluating. Wants to understand why the category needs reinventing and whether the object is real.
Objective
Communicate the thesis — microbiome-conscious, aluminium-free, heat-activated fragrance arc — and reduce perceived risk through formulation transparency, wear notes, and the founder letter.
Touchpoints
Product page, journal entries, wear notes, founder letter, private preview.
Messaging
“Luxury fragrance meets intelligent deodorant technology.”
CTA
Read the ritual
Metric
Journal read-through · time on product · email opt-in · return sessions.
03DO · Founding 500
Mindset
Ready to commit to something worth committing to. Wants to be early, not last.
Objective
Convert intent into a numbered Founding 500 position — the first cohort to receive VAEV.
Touchpoints
Waitlist form, confirmation, founding invitation.
Messaging
“Join the Founding 500.”
CTA
Reserve your position
Metric
Signups · confirmed positions · position-to-signup rate.
04CARE · Founding relationship
Mindset
Reserved. Wants proof the wait is worth it and to feel remembered between now and launch.
Objective
Hold the cohort warm to launch, then convert to first-run purchase, review, and referral — turn buyers into named advocates.
Touchpoints
Field Notes newsletter, numbered invitation object, launch-day drop, named referral link, review request, refill nudge.
Messaging
“You were here first.”
CTA
Read this month's Field Note
Metric
Waitlist → launch purchase · repeat purchase · referral rate · verified reviews.

Fig. 1 — Founding 500 journey, mapped to See · Think · Do · Care.

02Waitlist Conversion Flow · 5 Touchpoints

The Founding 500 sequence.

  1. T1Touchpoint

    Join the Founding 500

    Goal

    Capture qualified intent and anchor the reader inside a defined, finite cohort.

    Customer experience

    A single, quiet form. No badges, no countdowns — one field, one decision, one reserved position among five hundred.

    Call to action
    Reserve your position
  2. T2Touchpoint

    Welcome Email

    Goal

    Confirm the reservation and set the tone: an invitation, not a promotion.

    Customer experience

    A restrained note confirming the numbered position and framing what will and will not arrive in the inbox.

    Call to action
    Confirm your profile
  3. T3Touchpoint

    Education Sequence

    Goal

    Reframe deodorant as a considered daily scent ritual and communicate the formulation thesis.

    Customer experience

    Two field notes — one on microbiome-conscious formulation, one on the fine mist, heat-activated evolution, and how the fragrance unfolds through the day.

    Call to action
    Read the field note
  4. T4Touchpoint

    Exclusivity & Early Access

    Goal

    Reward early commitment with proximity — a first look before the wider release.

    Customer experience

    A private preview of the object: collectible frosted glass, the mist, and the sensory notes. Held quietly for waitlist positions only.

    Call to action
    View the preview
  5. T5Touchpoint

    Launch Day Invitation

    Goal

    Convert warmed positions into founding customers within a defined window.

    Customer experience

    A short, direct invitation. Access is open, the allocation is 500, and the window is finite.

    Call to action
    Claim your bottle
03Psychological Triggers

The architecture beneath the journey.

The sequence is designed around six quiet levers. Identity frames the reader as a founding member, not a shopper. Exclusivity limits the cohort to five hundred, making the position itself meaningful. Curiosity opens the door — a new category, a considered object, a language the audience has not seen in deodorant before. Anticipation is paced through restrained education, so each note earns the next. Commitment compounds once a numbered position is held, aligning behaviour with a decision already made. Status closes the loop: to hold VAEV early is to hold something before the category does. The result is a journey that converts through intention rather than urgency.

  • Identity
    A founding position, not a purchase.
  • Exclusivity
    Five hundred bottles. Numbered.
  • Curiosity
    A category the reader has not seen before.
  • Anticipation
    A quiet sequence, paced by intention.
  • Commitment
    A reserved position invests the decision.
  • Status
    First to hold a new object of daily ritual.
04Strategic Implementation

From journey map to live funnel.

This document defines the customer path. The public conversion surface, waitlist capture, and messaging execution live on the pre-launch landing page.

Public destination

All waitlist capture and founding-unit messaging should point to /prelaunch.

Owner

Growth + Brand. Revisit this map before each campaign to ensure touchpoints align with the active STDC stage.