How do the new online workout sets, meal plans and consultations complement the product offerings?

CW: CW isn’t just a brand—it’s a movement, an ecosystem designed to support a holistic wellness lifestyle. Our offerings are carefully crafted to work seamlessly together, enhancing one’s overall well-being.

For example, our workout sets, developed by personal trainers, emphasise that any movement is better than none. These sets are designed to be accessible to individuals at various fitness levels, ensuring that everyone can benefit. When combined with our products, they contribute to improved health outcomes.

Our online consultations and meal plans provided during consults are meant to have more personalised touches to support individuals in their wellness journey.

Additionally, our DNA testing provides insights into nutritional needs and potential health risks, complementing our consultations and meal plans to create a comprehensive approach to one’s health.

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How does the new product range specifically cater to the needs and preferences of busy modern women?

CW: One of the products we have developed is the ready-to-drink product for water retention. Many of our customers have mentioned struggling with water retention, especially during their menstrual cycle. During my time as an artiste in Taiwan, I discovered that numerous Taiwanese celebrities frequently consume a red bean and Chinese barley drink to help reduce water retention. To simplify this for our customers, we collaborated with a TCM physician to formulate Puffy No More, a convenient, ready-to-drink solution in sachets, so they can easily benefit from this traditional remedy without the hassle of daily preparation.

Then there is the sublingual product for relaxation and sleep: Through focus groups and customer feedback, we found that many busy individuals experience high stress and difficulty sleeping. To address this, we sought a quick-acting and effective solution for both relaxation and better sleep. That’s why we developed Sweet Dreams in a sublingual form, which absorbs rapidly into the body to calm the mind and promote restful sleep. On average, it takes about one hour to work, compared to two hours with other methods.

Can you elaborate on the research and insights that led to the development of these particular product formats (jellies, coffees, teas)?

CW: Our very first Cheryl W product was a white coffee formulation from our parent company, which had been a staple for over 20 years. Later, we wanted to develop a long black version, as I personally prefer my coffee without dairy or creamer. During the R&D process, my mentor, a TCM physician, took notice and helped co-formulate our signature Long Black.

For our star product, KCal Cut, we conducted numerous rounds of testing with our dietician and nutritionist before the first version hit the stores. I was committed to ensuring the product was free from laxatives. We also worked with our panel of doctors to refine the formulation, emphasising the role of natural ingredients like fibre as effective “natural blockers of fats.”

After the initial launch, we didn’t stop there. We continued to research and improve the formula, leading to a new and enhanced version with additional ingredients to boost its efficacy.

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Can you tell us more about the unique value proposition of the 30-Day Better Self Programme?

CW: The 30-Day Better Self Programme offers a comprehensive approach to improving one’s wellness. It includes a curated set of consumables, access to exercise plans, and a guidebook featuring tools such as a wellness diary, goal-setting table, commitment sheet and food tips. These resources are designed to help one establish and adhere to healthier habits. Customers will also receive emails with further tips and ideas to support their physical and mental wellness. Together, they provide a convenient way for customers to integrate food and exercise with actionable, bite-sized information, fostering a healthier lifestyle.

For those seeking a more in-depth experience, the #30DayBetterSelfPremium Programme builds on the standard offering by adding a DNA test and a consultation with a nutritionist. This personalised approach allows the nutritionist to gain deeper insights into your body, offering tailored recommendations and a customised meal plan to further enhance your wellness journey.

How does CW plan to build and nurture a community around its brand and products?

CW: We aim to enhance our efforts in sharing valuable insights from industry experts with our customers through social media, workshops, and talks. Additionally, we plan to organise more community-based events, where we can come together to exercise, learn about wellness, and support each other on our health journeys.

How do the online workout sets and meal plans encourage a healthy relationship with exercise and food, rather than focusing solely on weight loss or body image?

CW: I believe in avoiding extremes and embracing moderation in everything we do.

Our exercise plans focus on low- to moderate-intensity workouts designed to add movement, mobility and flexibility back into our lives. The idea is to build muscle for better function, better metabolism and improved strength rather than solely for weight loss.

Our personalised meal plans are crafted following a consultation with a nutritionist, who assesses each customer’s specific needs. We do not endorse crash diets, the elimination of entire food groups, or shaming individuals for their food choices. Instead, we encourage healthier eating habits and foster a positive relationship with all types of food.

What is the long-term vision for CW’s role in the wellness industry?

CW: We envision CW as a leader in the wellness industry, dedicated to guiding and supporting individuals toward healthier lives and better wellness outcomes through safe and sustainable practices.

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