Diversifying the image of women's health

Women’s health continues to be an important macro topic, but even given its macro status, it remains surrounded by longstanding taboos. And while these taboos are gradually being broken down, they still very much exist, so, brands must continue to normalise the conversation through experiential differentiation, new avenues of functionality and innovative, modernised approaches that invite consumers to engage with the complexities of women’s health through a different lens.

From a landscape originally defined by the overarching menstrual cycle, women’s health has become increasingly precise, cycle-orientated and reflective of the nuances of women’s health. Positioning, communication and functional narratives are now speaking more directly to the specific hormonal changes throughout the menstrual cycle, the different phases of a woman’s life and the complexities of both physical and mental health.

But simply wrapping these propositions into another capsule, tablet or powder will only go so far. For brands to truly differentiate and establish an identifiable proposition, format becomes paramount. Because it’s no longer just about what functional benefits a product delivers, but how those benefits are experienced, communicated and integrated into everyday routines.

So, the question is, just what role can format play in helping brands address historically unspoken topics, break down existing barriers and modernise the wider image of women’s health?

Let’s begin with GUSH - a brand set to launch in the new year as it takes a systems-based approach to menstrual cycle support through its phased gummy proposition sectioned into two distinct formulations designed around different stages of the menstrual cycle.

Phase 1: Menstrual & Follicular – an iron-led formulation designed to “fight the fatigue of your bleed and fuel the follicular rise” as it brings together iron, vitamins B12, B6 and D3, folate and rhodiola rosea extract.

Phase 2: Luteal – magnesium and vitamin B6 partner up to “quiet hormonal noise” while zinc  “shields the skin from cyclical breakouts”, with saffron, ashwagandha and chromium completing the formula.

Rather than treating the menstrual cycle as one overarching functional need, GUSH recognises the different hormonal requirements associated with each phase – all wrapped into a convenient gummy.