Marketing menopause_ the definition of a tough sell the change menopause symptoms

The beauty industry still preys on aging women, promising to lift and plump and tuck. What is age of menopause But attempts to deal with menopause and its formerly hushed-up symptoms — hot flashes, night sweats, vaginal dryness — leave marketers in a no man’s land, if you will.

Personal products giant Kimberly-Clark took a brave leap a few months back when it launched its Poise line aimed directly at women in menopause.


Weight gain menopause symptoms Its multi-million-dollar “360” ad campaign — print, TV and online, including Twitter, Facebook and YouTube — pitches incontinence pads, vaginal lubricant, cooling skin wipes and gel, scented stickers for your underwear and a “gentle wash … Menopause changes for the intimate area”.

Paula Montoya, the head of Poise brand planning for Kimberly-Clark Canada, says it’s too early to talk about sale figures, but noted that drug stores are having a hard time figuring out where to place the product line: near adult incontinence pads, tampons or with condoms where it’s been ending up because of the lubricant.

The company used a light touch for a heavy topic before when comic actor Kirstie Alley hammed it up about “light bladder leakage” in Poise TV campaigns.

The maker of Kotex products and Depend adult diapers tried even harder with its Hot Flash Road Show, now online after single performances in New York and Los Angeles this fall. Menopause bloating diet It includes a rap scene with the lyrics, “We feel chubby and sweaty and swirly-eyed crazy, we can’t sleep worth s*** and our memory’s hazy.”

Montoya says the company’s extensive research in North and South America found humour to be the second-most popular marketing technique among women; No. Fsh menopause 1 is the chance to communicate with others in the same situation for which Poise created its “Second Talk” online campaign. Menopause range (It’s based on the idea that most girls hear a “first talk” before they start menstruating.)

“Because this happens to all women, and because 50 million women across North America are going through it, if we all talk about it, if we hear what others have to say, it becomes so much better,” said Montoya in a recent telephone interview from Toronto.

“I just don’t understand why it hasn’t been talked about it before. Perimenopause symptoms age 48 … What age menopause symptoms start There are few unmet needs out there, but this one was a big one … Losing weight during menopause fast why someone else hasn’t been on it before?”

Good question. Progesterone menopause bleeding Likely for the first time in history, menopausal women have real financial clout. Menopause humor Canadian women aged 45 to 60 are at their highest earning power and, even though they still generally earn a shocking 70 per cent of their male counterparts’ wages, many reach parity in these years, according to Statistics Canada. Australian menopause centre reviews Single women between 45 and 54 earned average annual wages of $54,300 in 2008 compared to $50,300 for single men working full time.

Baby Boomer marketing consultant Carol Orsborn says most companies fear that targeting women over the age of 50 in ad campaigns will alienate younger clients.

“It’s astonishing to me how out of the loop that marketers seem to be in terms of understanding the amount of dollars and the need and the loyalty of older women consumers,” she said in a telephone interview from her office in Los Angeles.

“The dominant ethos coming out of the advertising and marketing world is definitely anti-aging and eternal youth. Average age of perimenopause And unfortunately many boomer women have adopted that aging self-hatred,” said Orsborn, also the founder of www.Fiercewithage.com.

A more effective approach would be to feature women in roles that are meaningful to them — be it a CEO or a dog groomer — who are happily coping with menopausal annoyances with the help of a product.

“The point is that women at 50-plus or 40-plus are living full, rich lives and they don’t want any physical symptoms or inconveniences to get in their way. Perimenopause age They want to deal with it efficiently and effectively and get on with it. Starting age of menopause They don’t want to fall into the morass of it …”.

Menopause marks the end of women’s reproductive years when monthly menstrual periods become erratic and then stop entirely, typically around age of 50. At which age does menopause start The phase leading up with to that is called perimenopause and is often marked by the beginning of annoying symptoms such as hot flashes which cause a sudden, intense, yet relatively short-lived increase in blood flow to the chest and face. When do women menopause Medically, doctors consider a woman to be menopausal one year after her last period.

Many women breeze through it without noticing much of a change, but between 15 and 30 per cent of women go to their doctors looking for help to cope with the symptoms, according to a review of 10 studies of menopausal women published in 2008. Menopause happens at what age The bad news? Half of the tens of thousands of women in the studies said they continued to have symptoms four years after their last period; 10 per cent said they had them 12 years later.

On the small business side of this market, Susan King-Wilson of Port Coquitlam started making perspiration-wicking pyjamas called CoolFemme from home in 2004 because she couldn’t find sleepwear for her own night sweats.

While it hasn’t made her rich — and she declined to share her sales figures — she says business is picking up again since the recession and as Internet shopping continues to grow among her clients.

At 65, King-Wilson is on the leading edge of women who have gone through menopause in Canada. Menopause symptoms bleeding between periods She predicts more interest in serving that group with the biggest demographic bulge hitting “the change” right now.