Aelia x Highlight case study

Aelia is a skincare brand born at 35,000 feet. Founder Kayla Graham, a pilot with more than a decade of aviation experience, noticed how long hours at high altitude were taking a toll on her skin. Determined to create a sunscreen that pilots, travelers, and everyday consumers would want to wear daily, she set out to build a hero product that protects, hydrates, and strengthens skin against environmental stressors.

To prepare for their launch in Spring 2026, Kayla and her team, including marketing lead Manish Singh, turned to Highlight to validate product claims, refine brand messaging, and ensure their go-to-market strategy would resonate with consumers.

The challenge: Entering a crowded, competitive market

Launching a sunscreen brand means competing with established players in the beauty space and skincare category. While Kayla and her cosmetic chemist had developed a unique mineral-based formulation, they needed unbiased consumer validation to answer big questions:

• How does the product compare to leading sunscreens in the eyes of consumers?
• Do consumers notice and value the hydration and antioxidant benefits?
• What messaging will drive purchase decisions?
• Which consumer segments and retail channels should they prioritize at launch?
  
  

The solution: Turning to Highlight for product intelligence

Aelia’s chemist introduced the team to Highlight. From the start, Kayla noticed the difference. “Highlight has been excellent. We’ve been blown away at how professional and good they are at their jobs. With any product in the future, I would come to Highlight first to test it out,” said Kayla.

Aelia used Highlight to design surveys–both to answer specific business questions and in accordance with research best practices–and to gather deep consumer feedback through quantitative results and video testimonials.

Manish found the support invaluable. “[Highlight] helped me frame questions so that whatever insight we derived was actually going to help me make crucial decisions. The surveys were beautifully designed, and I was very happy with how actionable the insights were,” said Manish.

Key insights from Highlight research

Highlight’s testing surfaced actionable insights that gave the team confidence in both their product and positioning:

• Hydration benefits resonate: Consumers consistently noticed and appreciated the product’s hydrating effects—something the team knew was tricky to measure, requiring the honest gauge of consumer feedback.
• Texture and application: Non-greasiness and lightweight texture were identified as key triggers for switching brands. Highlight results confirmed Aelia excelled here, scoring over 97% satisfaction on texture and finish.

Aelia’s hydrating mineral sunscreen scored highly on key metrics that drive purchase.

• Strong competitive benchmarking: Nearly 9 out of 10 consumers rated Aelia’s sunscreen as better or just as good as typical mineral sunscreens, which will be a key metric for future retail partner discussions.
• Purchase intent: 70% of testers gave the product top scores for purchase likelihood—an encouraging signal for go-to-market success.
  
  

The Aelia team was able to validate key product attributes and gather important metrics for go-to-market milestones such as retailer sell-in.

Video testimonials also provided powerful storytelling opportunities. For example, one user, an outdoor Shakespearean actress, described how the sunscreen supported her skin during long hours in the sun—a use case the team hadn’t considered.

Overall, Aelia’s mineral, antioxidant-rich, hydration-focused sunscreen proved effective for everyday comfort. These key product attributes came through strongly in consumer validation, and now the Aelia team can go to market with that confidence.  

Preparing for launch: Turning insights into strategy

The Highlight results are shaping Aelia’s go-to-market playbook:

• Claims & packaging: Confidently highlighting hydration, texture, and antioxidant benefits.
• Messaging: Leveraging the 89–90% positive comparisons to existing mineral sunscreens in marketing communications.
• Target segments: Early adopters like airline crews, avid travelers, and outdoor enthusiasts who can authentically validate the product’s performance.
• Channel strategy: Combining DTC with selective retail expansion, focusing on the most effective, ROI-driven channels.

Highlight’s Instant Reports give you presentation-ready slides for sharing results with your team, cross-functional stakeholders, leadership, or to use in sales conversations with retailers.

The outcome: Confidence for a successful launch

By using Highlight, Aelia gained more than validation—they gained clarity, confidence, and a roadmap for launch.

“When you’re working with a brand every single day, it becomes myopic. Highlight helped us step back, see how consumers really perceive us, and confirm we have something solid in a highly competitive market,” said Kayla.

While Aelia was born at 35,000 feet, it was perfected at ground level. With the help of consumer validation through the Highlight platform and its community of testers, the Aelia team is ready for takeoff. 

With a hero product, data-driven insights, and a clear strategy, Aelia is now set to take flight in 2026 with confidence that their sunscreen will not only protect, but also delight consumers. Pre-order yours today!