Menopause is not something that our grandmothers or mothers discussed in a public space. Those conversations, if they were had, were done in private & done in hushed tones. But things & mindsets change, so now women in their thirties and forties are ready and open to discuss this previously taboo topic. After all, according to the report by the investment company Female Founders Club, responding to the needs of women going through menopause opens opportunities for companies and brands to the tune of US$ 600 billion. Having said that, out of US$254 million that were invested in technologies dedicated to female health in the last decade, only 5% were connected to menopause, while most of the funding went towards reproductive health – consider that in the context that normal pregnancy lasts nine months, while peri and menopause can take a minimum of ten years.
As women enter peri and then transition into menopause, they still want to look attractive and continue paying attention to their health and looks, so its only natural to direct the gaze towards cosmetics and beauty brands which, if not exactly promising to turn back the tides of time, which is impossible, will at least promise to slow down the ageing processes within the body and do affect our looks and confidence.
During the summer I was commissioned by a big international glossy publication to write an article, trying to answer the question whether cosmetics marketed for ‘menopausal skin’ is more effective than the anti-ageing skincare (a dated beauty term in itself, rebranding of which is long overdue) or rather it’s a new marketing trick which brands and PR use to attract consumers towards their products. I did a vast number of research, communicated with a beauty editor and reached our to a multitude of professionals in the field that were kind & very prompt (as I had to accommodate a deadline) with sharing their time, advice and perspective on an interesting, but complex topic. In the end the article didn’t see the light of day in print or on magazine’s website, and while the experience left my ego & professionalism bruised, I think the material was too good to go to waste. So instead I will be running a ‘menopause cosmetics series’ this month, where I will share perspectives and opinions of a formidable group of professionals, as well as some brands and product recomendations.