Enter the ‘anti-anti-aging movement.’ Beauty brands are now developing niche products and corresponding marketing campaigns specifically designed for pre and post-menopausal women.
Despite the beauty industry’s preoccupation with Gen Z, a surge of menopausal brands is making its mark. Products tailored to menopause-related changes are taking center stage in personal care formulations through new industry partnerships.
Superdrug has introduced a new in-house skincare range crafted for individuals undergoing changes in their skin due to pre-menopause and menopause.
The introduction of B. Menopause follows extensive research, focus groups, and user trials involving over 500 pre-menopausal and menopausal women. Shona Bear, Superdrug’s quality and technical manager, stated, “We conducted extensive research to identify the right active ingredients to support skin changes during this time. We aim to normalize menopause as a life stage like any other, eliminate the stigma, and provide simple, clear information – same you, slightly different skin, that’s all,” as quoted from The Retail Bulletin.
To deliver visible results, the new collection is infused with active ingredients and formulated with peptide technology, giving the skin the necessary boost to produce collagen and elastin for a ‘youthful glow.’
However, Superdrug isn’t the only skincare brand acknowledging menopausal needs in their lineup. Numerous brands, such as Metamorphosis, Womaness, and Better Not Younger, are extending their product ranges to cater to individuals navigating the menopausal phase
“When it comes to discussing ‘menopause,’ there is still a social stigma attached to it in certain pockets of pop culture,” noted Better Not Young CEO Sonsoles Gonzalez, as quoted from Glossy. Stacy London, CEO of State Of, explained that the key for this market to grow is not to view menopause as a ‘problem.’ Since many women are uninformed and ill-prepared for these physical and emotional changes, the focus should be on offering solutions rather than emphasizing the problem. “I felt like we could enter this conversation with an answer, rather than a problem. That’s why I decided products before platform, before community. We wanted to come to this community already armed,” she said in an interview with Glossy.
Insight gathered from: Glossy, The Retail Bulletin, The Industry Beauty