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NEW YORK: Women of a certain age are now trending in the beauty industry, where youthfulness has traditionally been celebrated. In the past three years, a steady stream of brands has hit the market to address the issues menopausal women face: hot flashes, dramatic skin changes, low libido, achy joints and more.
Most focus on skin care and offer creams, serums, and masks because dryness is a major problem. Brands such as Emepelle, SeeMe Beauty, Caire, and LaMaria are largely offered directly to consumers with prestige price points and have a limited selection.
Industry leaders Procter & Gamble and Avon have also begun trying to reach these consumers as well with their respective Kindra and Adapt lines. “It’s not a ‘keep it in the closet’ kind of conversation any longer, ” said Dr Orit Markowitz, a board-certified dermatologist and founder of OptiSkin in New York.
A new menopause wellness line, Womaness, aims to be more comprehensive. It officially debuted on March 1 but arrived at Target stores in US cities nationwide yesterday. The thoughtfully designed packaging was meant to appeal to a sexy, vibrant woman at the height of her career.
The collection will eventually include 13 products, but the first phase of the Target rollout will include four cheekily titled options such as the Me No Pause menopause relief supplement (US$40 or RM165.86), Daily V Soothe external vaginal moisturiser ($15), Here There Everywhere body wipes ($10), and the Gold Vibes vibrator ($25).
Supermarkets and drugstores offer a variety of feminine care products for menstruating women, but when it comes to the menopausal set, offerings remain slim. “There’s not one brand out there today that really speaks to the total solution of menopause that you can afford, ” said Sally Mueller, co-founder and chief executive officer of Womaness.
The concept was born after Mueller, a former Target executive and chief brand officer for Clique Brands, found herself in an awkward conversation about vaginal dryness. The doctor handed her a pamphlet and essentially wished her luck. “I am never buying any of those products, ” she said. “I thought: The names don’t speak to me, the ingredients weren’t clean and natural, and the packaging was horrible, ” Mueller recalled.
During a business trip, she sat down for drinks with Michelle Jacobs, who had experience in licensing and branding, and they decided to team up. But their project is more than just products. “It’s really about having a place for a community of women to get information, inspiration, and most of all, education, ” co-founder and chief operating officer Jacobs explained.
“So many people do not understand menopause, and it’s really up to women to sort of take control of their own healthcare and ask doctors-push doctors for more information-and make sure they’re getting the right facts.”