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How Ritual Is Marketing a Direct-to-Consumer Vitamin Brand in the Age of ‘Pseudoscience’

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In the age of the wellness craze--often featuring health experts lacking classic credentials, DIY home medical remedies and somewhat extreme measures like juice cleanses--brands make bold promises using opaque marketing. Ritual, a direct-to-consumer vitamin brand that launched last year (and debuts its first major campaign this week) is betting on the opposite approach: Cold hard...

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