Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Building and transforming the brands that make generations healthier.

Nano Banana Pro Test

World Products Ltd.

World Products has a mission... To Bring Healthcare Into The Digital Age on Amazon. 

It’s that’s Simple. 

The leading Healthcare focussed Amazon Accelerator Distributor.

In a nutshell, this means we’re here to help Healthcare, Beauty and OTC brands master the world of Ecom. Specifically Amazon. 

Our expertise & infrastructure means we can offer full services to our brands, from Amazon Logistics all the way through to Amazon Marketing & Brand Development. 

We leave no stone unturned when it comes to Healthcare & Beauty Brand success on Amazon.

In 2024, WP is now serving healthcare brands in 14 Amazon markets around the world including the UK, USA, EU (FR, DE, IT, ES, NL, PL) Australia, Canada and Japan. 

Our Amazon Logistics facilities are located across the world to help with localised service.

We establish long term growth partnerships with leading global healthcare brands including:

Unilever Int. - Vaseline® | Pears® | Baby Dove® | Lux®
Dermatonics - Dermatonics® 
Thea Pharma - Blephaclean® | Thealoz® Duo | Blepha Eyebag® 
Perrigo Australia - Compeed®
Hoyu International - Bigen® Hair
Almirall - Balneum®

We help serve our partner brands through various Amazon models, including Vendor/Seller Hybrids. If you’re a healthcare brand already distributing on Amazon, or you’re new and looking to take control of your brand. WP are here to help.  

Our clients come to us with the following problems:

- They have unregulated companies selling their products on Amazon and don't know how to stop it
- They have stagnant growth in their Amazon healthcare brands.
- They are unable to manage the strict Amazon guidelines for Vendor/FBA success. 
- They need help with Amazon Brand Registry activation and navigation.

If this sounds like you, we should be able to help. Please get in touch.

Managing Director

Managing Director at WP | Amazon Accelerator for OTC Pharma, Healthcare & Beauty Brands | Helping companies Deliver, Protect and Grow their brands on Amazon

eCommerce Amazon entrepreneur passionate about OTC  healthcare, pharmaceuticals and social entrepreneurship. 

Currently MD of World Products: 

World Products has a mission... To Bring Healthcare Into The Digital Age.

In a nutshell, this means we’re here to help Healthcare, Beauty and OTC brands master the world of Ecom. Specifically Amazon.

At WP, whilst we technically fall under the umbrella of Agency, we’re like no agency you’ve come across. 

Our expertise & infrastructure means we can offer full services to our brands, from Amazon Logistics all the way through to Amazon Marketing & Brand Development. 

We leave no stone unturned when it comes to Healthcare & Beauty Brand success on Amazon.

In 2024, WP is now serving healthcare brands in 14 Amazon markets around the world including the UK, USA, EU (FR, DE, IT, ES, NL, PL), Singapore, Australia, Canada and Japan. 

Our operations are located across the world to help with localised service.

We establish long-term growth partnerships with leading global healthcare brands including:

Unilever Int. - Vaseline® | Pears® | Baby Dove® | Lux® 
Thea Pharma - Blephaclean® | Thealoz® Duo | Blephasol® 
Perrigo Australia - Compeed® 
Hoyu International - Bigen® Hair
Lanes Health - Teangi® | Sarakan® 
Dermatonics Skincare- Dermatonics® 
Almirall - Balneum®


We help serve our partner brands through various Amazon models, including Vendor/Seller Hybrids. If you’re a healthcare brand already distributing on Amazon, or you’re new and looking to take control of your brand. WP are here to help.  

Our clients come to us with the following problems:

- They have unregulated companies selling their products on Amazon and don't know how to stop it
- They have stagnant growth in their Amazon healthcare brands.
- They are unable to manage the strict Amazon guidelines for Vendor/FBA success. 
- They need help with Amazon Brand Registry activation and navigation.

If this sounds like you, we should be able to help. Please get in touch.

Ash Shah

In healthcare on Amazon, there are really two types of partners.

And the difference matters a lot more than most brands realise.

Because selling medical products is not the same as selling snacks or phone cases.

In our world, the supply chain is part of the product.

Type 1. True healthcare-grade partners
These are not just operationally strong. They are clinically minded.

They have proper PV-trained customer service.

They run GDP practices to the highest standard.

They have batch-level traceability, expiry control, security, and documented storage conditions.

They understand claims compliance and what is at stake when a patient opens the box.

At WP, we have a simple motto.

Our distribution centres need to be like laboratories.

That is the level of cleanliness, care, and control we aspire to.

Not because we have to. Because we want to.

Type 2. “Sounds the part” partners

On paper, they look fine.

They talk about high-tech systems and logistical plans.

But under the hood, they are selling candy bars and nasal sprays next to each other.

They might be fine general retailers.

But fine general retail is not good enough for healthcare.

Do they have real healthcare standards in place day to day?

Do they operate GDP properly, consistently, and auditable?

Do they treat your product like a clinical promise, or just another SKU?

Here is the key point.

Even if another seller technically “takes responsibility”, your brand never leaves the line of accountability.

If a customer receives a damaged unit, an expired unit, or a poorly stored unit, they will not blame the partner/reseller.

They will blame your brand.

So choose partners with extreme care.

Govern them tightly.

And if they cannot meet healthcare grade standards, they should not touch healthcare products.

On Amazon, trust is fragile.

Your distribution network should protect it, not gamble with it.

How are other healthcare brands thinking about reseller standards and governance right now?

Skincare searches on Amazon are up 339% in two years. However the shift isn't just about volume… It's about how people search 👇

The ways this category’s customers search for products has become more informed.

It appears, they're not typing "anti-ageing" anymore. They're searching "retinol serum," "niacinamide," "peptide complex."

The move from benefit-based to ingredient-based search seems to be changing which brands show up.

Here’s what we see from data:

→ Amazon Premium Beauty hit £15 billion, up 20% year-over-year.

→ 57% of Amazon beauty shoppers now check ingredient lists before buying. That's majority behaviour, not a niche.

→ Global searches for "exosomes" are up 817% and PDRN went from near-zero to 80,000 monthly searches (These are HIGHLY informed and technical search terms)

Traditional beauty marketing optimises for aspirational language - "youthful glow," "visibly firmer."

But search behaviour suggests people are looking for something different now.

They've learnt about an active ingredient from TikTok or a dermatologist.

They want to know concentration percentages.

They compare formulations.

Customer knowledge has increased in the skincare category. It’s fair to say this is going to continue across multiple categories with the proliferation of online advice.

So, what seems to be working?

Specificity is important to educated customers.

Leading with ingredients in titles and bullets appears to help. 

If your serum contains 2% retinol, state that clearly. If it has peptides, specifying which ones.

Product pages that read more like clinical briefs than aspirational copy seem to perform better in this environment.

Also customers buy with their eyes.

Main hero images are key here. Just because you've added an ingredient to the end of your crazy long title, doesn't mean it's visible. Enhance your Main Hero Image to make it clear!

Amazon appears to be becoming where people go for clinically credible skincare without booking a dermatologist. Customers research ingredients, compare formulations, make informed decisions.

If there's a gap between how ingredient-focused your customers are and how your content is structured, that might be worth looking at.

The data suggests customers know more about ingredients than most marketing copy assumes. Worth considering when structuring content in skincare, and any other healthcare category.

Assume you customer is informed.

We are about to go loud on content.

WP is lining up a huge 2026 shoot across our NEW East Midlands WPHQ, plus our warehouse and ops facilities across the UK/EU. 

Real people, real scale, real process.

We have spent 10 years building the WP engine. Time to open the bonnet.

Looking for top-tier content creators who can capture it and help us turn it into long-form and short-form video.

Interviews with WP's Leadership Team, Amazon/OTC Pharma Experts and our on-the-ground facility team members. 

If you shoot, edit, produce, or build sharp B2B stories, and you want to play in Amazon Healthcare and OTC, drop a comment or DM me/Sam Wandi your portfolio.

Creatine has blown past niche status and is now a $1b+ category 🚀 However the growth isn't coming from where most expect.

Creatine sales on Amazon jumped 65% in 2023, reaching $241.7 million. 

The surprising part?

The fastest-growing buyers aren't young men at the gym, they're women and boomers.

According to SPINS data, creatine saw 120% growth as the consumer base expanded beyond male gym-goers to include Gen X, boomers, and women.

Clinical research on creatine has moved beyond muscle building.

Studies on cognitive benefits, bone health, and age-related muscle loss are widening the market.

Research specific to women, looking at hormonal health, pregnancy, and menopause, is challenging the assumption that creatine is primarily for men.

And the result? People buying creatine for reasons unrelated to lifting weights.

Most creatine marketing still targets young men and athletes. Gym imagery, performance messaging, "gains" talk.

That's not wrong, but it's incomplete. If growth is coming from different demographics with different use cases, positioning needs to reflect that.

A 55-year-old woman researching creatine for cognitive health isn't looking for pre-workout content. She wants clinical information, safety data, and relevant dosing guidance.

Brands expanding beyond performance positioning seem to be capturing more growth:

- Educational content on cognitive and longevity benefits
- Dosing information for non-athletic use
- Messaging that speaks to women and older adults
- Clinical references addressing safety for different demographics

This isn't unique to creatine.

Several categories are seeing demographic expansion as research broadens use cases.

Collagen moved beyond beauty into joint health.

Magnesium moved beyond recovery into sleep.

Omega-3s moved beyond heart health into cognitive support.

Brands growing fastest recognise these shifts and adjust positioning accordingly.

If you're selling creatine or any supplement with expanding research, look at who's actually buying and why.

Amazon search terms, reviews, and Q&As tell you what people want.

If there's a gap between your positioning and what customers ask about, that's useful information.

The demographic that built the category isn't necessarily driving current growth. Optimising for the former while ignoring the latter means leaving revenue on the table.

Amazon has done a lot to clean up their supplement market.

However 50% of supplements tested from sellers still failed to meet their label claims 🤯

Over four months, SuppCo tested supplements sold on Amazon.

22 products did not contain what their labels said they contained.

Twenty of those had just 0 to 3% of the stated active ingredient.

Not 80% or 90%. Zero to 3%.

That is not a “quality debate.” That is basic consumer safety.

To be clear, the problem is not Amazon.

The problem is bad actor sellers who exploit the gap between online scale and offline standards.

Policing a marketplace this large is hard. No one doubts that.

But the size is exactly why this matters so much.

Supplements on Amazon generated an estimated £15b+ in 2024.

When a platform is that important to everyday health choices, quality control becomes non negotiable.

When someone buys a supplement from major retail pharmacy, there is an expectation of baseline trust.

The bottle contains what the label says it contains.

Consumers deserve that same baseline online as they do in store.

And honestly, this is not just unfair on customers.

It is unfair on the BRANDS doing things properly.

Compliant brands invest in real ingredients, testing, and quality systems.

Then they get undercut and crowded out by noncompliant listings playing by a different set of rules.

That is not competition.

That is a race to the bottom that suffocates the good actors and rewards the worst ones.

This matters even more in the rise of lower cost marketplaces beyond Amazon, where customer trust is already extremely low.

Amazon has the opportunity to set the standard others follow.

This is not about perfection.

It is about a simple bar for safety.

If a product claims magnesium, it should contain magnesium.

If it claims 500mg, it should land somewhere close to 500mg.

That bar protects consumers and makes the marketplace fair for brands meeting the standard.

The good news is that fixing this is possible.

With the right partnerships between platforms, compliant brands, and labs, you can raise the baseline fast.

That is why we help solely healthcare brands.

Our Foundational goal is straightforward. Raise the baseline of consumer safety for health products sold online.

If you are a brand already meeting these standards, let’s talk about making that visible.

The category deserves better.

So do the people buying from it.

I wrote this piece for Startups Magazine last week because everyone's focused on AI capability while missing what matters: Trust.

AI is becoming the front door to self-care.

Amazon's Rufus, Google's agents, and standalone health advisors. They're all making product recommendations now.

The question is whether that door opens onto clarity and safety, or chaos and confusion.

Incumbents bolt AI onto legacy systems with unverified data.

Challengers can build verification and accountability into the foundation from day one.

We shouldn't aim for full autonomy in healthcare AI.

We should aim for scalable power under human responsibility.

Trust isn't automated. It's built, guarded, and earned, one correct recommendation at a time.

That's the real competitive moat.

Full article in Startups Magazine.

💡 The overlooked startup advantage – and why it matters more than flashy AI demos

In the latest piece from Ash Shah – “The startup advantage no one is talking about” – he argues that in regulated, trust-heavy markets (like healthcare, finance, safety-critical retail), the real edge for new companies isn’t replacing humans with AI – it’s combining smart AI with human-led governance, clean data, and a commitment to trust. 

Too many tech stories focus on building clever AI. But if the data behind it is messy, incomplete or inconsistent, AI doesn’t solve the problems – it amplifies them. In high-stakes domains where recommendations can affect people’s well-being, credibility and compliance aren’t optional. 

🔗 Read more here: https://lnkd.in/ea4qvQ_d

#Startups #AI #Healthcare #Regulation #TrustByDesign #Founders #TechStartups #DataIntegrity #Entrepreneurship #StartupsMagazine

Open article: The startup advantage no one is talking about | Startups Magazine by startupsmagazine.co.uk

The startup advantage no one is talking about | Startups Magazine

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Scheer's LinkedIn Performance

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