The beauty industry can contribute to shifting the discourse on menopause, away from a very one-dimensional white and privileged representation of women, says a media expert.
The beauty industry has an important role to play in empowering women worldwide aged 40+ and must move away from ageist language to better reflect the maturing confidence felt amongst this cohort, says Avon’s global VP of marketing.
Menopausal beauty is a space with huge untapped opportunity, but one that brands should approach in a credible and science-backed manner, caution female beauty experts.
Unilever-owned Dove has unveiled a global campaign designed to drive diversity in virtual beauty, collaborating with game developers and a gaming charity to catalyse change and improve female representation in the gaming world.
Menopause is shifting out of taboo and into the spotlight as women worldwide seek a deeper understanding on changes during this time, carving out plenty of opportunity for beauty and wellness industries to support, educate and empower.
Women globally now prioritise looking healthy over looking young and the majority say their confidence is improving with age, highlighting the need to shift beauty narratives around ageing, say Avon execs.
UK indie brand Faace is on a mission to address real consumer need states through simple, targeted products, and the company is eyeing continued expansion this year, its founder says.
Personal care major Unilever has set aside more money to conduct business with suppliers owned or managed by under-represented groups, including those led by women and people with disabilities.
Colombia-based CBD beauty brand Kuida wants to ramp up retail presence in Europe following its successful push into Spain but says a science-first strategy with consumer education will be needed.
There is significant potential to develop probiotics in the beauty space, particularly targeting anti-ageing, Generation Z and women, according to Lumina Intelligence.
A team of UK physcologists says that it can prove some women need
make-up to appear more attractive, a strong marketing tool for
cosmetics companies trying to increase sales in this
ever-competitive sector.
In an-depth look at the purchasing habits of women a bi-annual
survey from Avon reveals some interesting contrasts from
country-to-country, but with girls in the 14-24 age bracket stating
that they are already worried about signs...
![Brands and retailers can diversify imagery around the menopause - depicting more women of colour, different body types and queer and non-binary people, says a media expert [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/02/23/menopause-beauty-can-help-shift-media-stereotypes-and-create-more-inclusive-category-says-expert/16193494-1-eng-GB/Menopause-beauty-can-help-shift-media-stereotypes-and-create-more-inclusive-category-says-expert.jpg)
![Women aged 40+ say they have more confidence and better self-esteem than when they were younger, and beauty needs to find its place in this, according to Avon [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/02/avon-power-of-ageing-campaign-highlights-female-empowerment-for-women-aged-40/15907655-1-eng-GB/Avon-Power-of-Ageing-campaign-highlights-female-empowerment-for-women-aged-40.jpg)
![Beauty products targeting menopausal women have to be based on sound science and not just marketing chatter [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/menopause-beauty-and-wellbeing-needs-open-source-science-r-d-say-experts/15897479-1-eng-GB/Menopause-beauty-and-wellbeing-needs-open-source-science-R-D-say-experts.jpg)
![The collaborative campaign is being spearheaded by a new education program designed to help game creators reflect real-life diversity and avoid contributing to stereotypes and biases in design [Image: Unilever/Dove]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/10/24/dove-launches-real-beauty-in-gaming-campaign-to-push-diversity-in-games-and-educate-game-creators/15879281-1-eng-GB/Dove-launches-Real-Beauty-in-Gaming-campaign-to-push-diversity-in-games-and-educate-game-creators.jpg)
![Women want a more open discourse about the menopause, presenting beauty and wellbeing companies an important opportunity to engage in this space and better understand consumer needs [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/10/10/menopause-beauty-and-wellbeing-cosmeticsdesign-europe-nutraingredients-expert-webinar-future-brainstorm/15837311-1-eng-GB/Menopause-beauty-and-wellbeing-CosmeticsDesign-Europe-NutraIngredients-expert-webinar-future-brainstorm.jpg)
![Almost three-quarters (72%) of women worldwide are now focused on looking healthy rather than young after the pandemic [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/avon-power-in-ageing-report-finds-women-want-to-look-healthy-not-young/15637269-1-eng-GB/Avon-Power-In-Ageing-report-finds-women-want-to-look-healthy-not-young.jpg)
![Faace offers face care products for a range of specific need states, including menstruation, menopause and tiredness [Image: Faace]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/02/07/uk-beauty-brand-faace-launches-on-lookfantastic-planet-organic-and-eyes-expansion/13221887-1-eng-GB/UK-beauty-brand-Faace-launches-on-Lookfantastic-Planet-Organic-and-eyes-expansion.jpg)
