GenM has launched a marketing push to drive awareness of its bespoke MTick symbol for menopause-friendly products.
The menoapuse collective developed its MTick in collaboration with Boots in 2022, setting out a strict criterion for any products that wish to use it.
It officially launched the logo to its portfolio of brand partners in 2023, in the hope of providing “better trust, choice and visibility of menopause-friendly products, allowing women to more easily find solutions to improve their lived experience”.
Now, GenM is hoping to make the MTick “as globally recognised as the vegan ‘V’ and as purposeful as B Corp”.
It is promoting the symbol in its new ‘Live your best menopause’ campaign, alongside “bold” and “empowering” imagery of “authentic menopausal women”.
These women include British Olympic gold medallist Sally Gunnell, counsellor and accredited menopause coach Emma Neville (wife of Gary) and GenM CEO and co-founder Heather Jackson.
GenM’s campaign will be featured in outdoor digital and print sites in key commuter areas across the UK throughout October, coinciding with Menopause Awareness Month.
The campaign was developed based on insights published in Gen M’s UK Visibility Report 2024, which found that only 5% of women felt confident in themselves during perimenopause [GenM survey of 4,000 women].
While 94% of women surveyed wanted menopause-labelled products, 83% said they hadn’t noticed any specific signage in stores.
“Our Visibility Report research highlights the significant gap in the market whereby women do not feel seen or supported, and it is our mission at GenM to change this,” said Jackson.
“We want women to feel empowered during this phase of life, and to have trust, choice and visibility in the way they manage the signs of menopause.”
GenM has snagged new partnerships with Tesco and Morrisons in 2024, with both supermarkets introducing dedicated menopause-friendly sections in stores.
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