Boots and GenM launch “Menopause Friendly” product symbol to support female well-being

11 Oct 2022 --- UK-based health and beauty retailer Boots is partnering with GenM to launch a symbol for products that are menopausal friendly. The symbol will be used on store merchandising and online and it aims to help women identify suitable products and services. At this stage, the symbol is only available to Boots products but will be available to other retailers after the initial launch. 

Thirty-five Boots products will use the symbol when launched, extending to almost 100 products after a few days. Other retailers are invited to use the symbol as well.

“There’s been so much progress in recent years in terms of menopause awareness. Our mission is to help women through every life stage and in conversations about menopause. It’s important to highlight the different signs and symptoms and the available support. We hope our new ‘Menopause Friendly’ symbol will make it even easier for women to find the support they need,” says Anne Higgins, pharmacy director at Boots.

The Invisibliity Report
GenM recently released its “Invisibility Report,” highlighting the need for organizations to tackle this market gap for a “whole section of society that is simply not being listened to or cared for,” the report notes.

It continues to explain that one billion women are estimated to go through menopause by 2025. 

The report revealed that 91% of women has never been exposed to marketing of menopausal products (Credit: Boots).“While the natural transition of the menopause is a fact of life for almost all women, what’s deeply troubling is the air of mystery that continues to cloak the subject, and the perpetuating relationship this taboo has with the lack of resource for those experiencing menopause, from brands, organisations, retailers, employers and wider society.”

The report included 2000 women between the ages of 35-60. The results found that 94% of respondants said they would benefit from brands being more inclusive and catering to menopausal women. The same percentage would benefit from society being more vocal and normalizing menopause. 

Guiding women
The symbol aims to guide women to find menopausal-friendly products when shopping. Many women reported finding it difficult to find these products, 91% have never seen any marketing for the products, and 90% of the women expressed a wish for brands to be more inclusive. 

Not only do organizations and society need a knowledge expansion, but women also expressed a lack of knowledge. One in four women said they are “reasonably informed” about the life stage’s effects.

Additionally, the report stresses that 51% can name three out of 48 symptoms associated with menopause, whereas hot flashes and mood swings are among the most well-known. There is also a mental and emotional impact that around 41% of women experience. 

“‘The change’ can change everything when you go through it, from nutrition to cosmetics and even the clothes you might wear. Many at this stage of life are busy, and time is poor, so the symbol helps to signpost suitable products easily,” says Heather Jackson, co-founder of GenM.

Recently, a nutritious diet has been explored in the menopausal field, as well as products containing CBD to ease symptoms.

Edited by Beatrice Wihlander