But what exactly should beauty players be doing in this space? And how should wellbeing and supplement firms be tapping into needs?
Join our exclusive Menopause Beauty and Wellbeing webinar this Wednesday 12 October at 4pm Central European Time (CET), brought to you by sister brands CosmeticsDesign-Europe and NutraIngredients, to dig into what the future holds in this nascent yet fast-evolving space.
We will hear from three female experts in beauty, wellbeing and human sciences about the opportunities in targeting menopausal consumers and the type of products they may be looking for. We will also explore the array of challenges in catering to these consumer needs in a meaningful and honest way and backing everything up with science.
Editor’s thoughts – ‘women want a more open and honest discourse’
Kacey Culliney, editor of CosmeticsDesign-Europe and moderator of the event, said female health and the menopause is a category that beauty and wellness industries have to pay close attention to.
“This period of a woman’s life has long been ushered into the shadows and considered taboo. And whilst we are still a long way off from it being a completely open dialogue worldwide, today, more women want a more open and honest discourse about how the menopause affects them and many are seeking out brands comfortable in accompanying them through this time,” Culliney said.
“Whilst we are yet to see ‘menopause beauty’ aisles take over retailers, and perhaps we don’t need this, we are starting to see dedicated brands and shelf-space building in menopause beauty and wellbeing, and more and more female consumers looking for products to add into their routines during this time. Women want more information, guidance and support on how they can manage the plethora of symptoms associated with the menopause, but they also want to be able to embrace their beauty and sense of wellbeing through this transition with others. This is a pivotal opportunity for brands to cater to real consumer needs in this space, but it absolutely must be done so in a mindful and science-forward manner,” she said.
The science behind menopause
European postdoctoral researcher Kate Bermingham from the UK’s King’s College London will take us through some of the key changes menopausal women are likely to experience and provide a deeper scientific understanding on why certain symptoms and states of health occur. As nutrition academic lead of Zoe Ltd., Bermingham will also share recent research results from the largest study of its kind conducted in women going through the menopause, discussing how menopause can impact metabolism, the gut microbiome, mood and more.
Bermingham is also set to share her thoughts on how the beauty and wellness industries can take on some of these findings and apply them to new product development in the field and brainstorm what she considers will be the biggest challenges ahead in scientific advances and claims substantiation in the space.
A beautiful look at menopause
UK beauty expert Millie Kendall O.B.E, CEO of the British Beauty Council, will paint a picture of today’s shifting beauty industry, discussing how nascent the menopause category remains but spotlighting the promise it brings. Kendall will also highlight some of the brands making waves in this space and unpick why and how others can follow suit. She will also outline what every beauty and wellness brand must avoid and discuss the level of accountability and responsibility industry must maintain when working in such a fragile sub-sector.
UK branding expert Sara Jones, co-founder and director of Free The Birds, will talk about the level of innovation in supplements and beauty so far targeting the menopause, and how these brands are talking to and engaging with women in this space. Jones will also analyse overall consumer sentiment and expectations in the menopause category, unravelling how brands can align positively and engage properly with female consumers.
Not-to-miss expert webinar
Interested in all this and more? Registration is now open for this upcoming free-to-attend Menopause Beauty and Wellbeing webinar here. Please send in your burning questions during registration or reach out to our editors on any issues you would like to see raised and addressed by our expert panel. Set it in your agendas and share within your network – this is going to be a deeply insightful and informative in-depth discussion on the future of menopause beauty and wellbeing.