This introduces the Supporting Actor Strategy through a case study of the Oral Lift, a toothbrush-shaped facial beauty device developed by Yaman.

Instead of forcing users to adopt new, burdensome beauty routines, this approach integrates facial muscle stimulation into the pre-existing habit of daily tooth brushing. By positioning the product as a complementary tool rather than a primary focus, the company successfully lowered the barrier for male consumers and achieved record-breaking sales.

The strategy emphasizes coexistence with established behaviors to increase the overall value of a user's routine without requiring significant lifestyle changes. It argues that products can dominate a market by enhancing the primary habits of consumers rather than attempting to replace them.