Post-Menopausal Skincare: A New Opportunity
As we explore in Beauty’s Well-Ageing Warriors, the menopause is now a viable transitional lifestyle stage for brands to target, lessening its negative impact on beauty. Greek skincare brand Korres is targeting a new life-stage for these women – post-menopause – and diversifying their product portfolio to tackle new changes to the skin.
Korres is boldly filling a gap in the market with clinically trialled products that aim to tackle a loss of oestrogen levels in the skin following the menopause. Launched in January 2020, the brand’s skincare range called White Pine Meno-Reverse includes two products: a Volumising Serum In-Moisturiser and a Deep Wrinkle Plumping & Age Spot Concentrate. Both of these products work in tandem to target dark spots and deep wrinkles, caused by lower skin cell regeneration, a side effect of the menopause.
Its patented Meno-Reverse active is a peptide blend proven to bring water levels and skin density to pre-menopausal levels within 28 days. Korres conducted clinical trials to prove its efficacy in partnership with the Department of Biology at the National and Kapodistrian University of Athens. The positive results help the brand support its claims, which is imperative to gaining the trust of its core consumer group, who may be sceptical about unsubstantiated marketing hype.
With menopause and post-menopause rarely discussed in public forums, most women are unprepared for how hormonal shifts will affect their skin and overall wellbeing. Menopausal and post-menopausal consumers are an underserved market, and considering the EU’s over 50s (the average age for the menopause) will account for 43% of the total population by 2025 (European Commission, 2018), brands are missing a lucrative opportunity.