ithriveX is a Nashville-based company that developed a line of organic healing creams made with essential oils. When I first started working with ithriveX, they were primarily marketing to the amputee community. One of their main products, ithriveX Anti-Friction Cream, was created to aid amputees who use prosthetics. The cream soothes any rubbing or cutting pain from their prosthetics. We discovered this product also worked well to stop blisters and chafing, and decided to marketing ithriveX to the overall beauty industry. Our new target audience was young, professional women on the go.