Actress Naomi Watts has launched a new campaign for her menopause-focused beauty brand, Stripes Beauty. The campaign, titled ‘Hotter Than Ever’, aims to redefine midlife as a period of empowerment rather than crisis. It features a manifesto calling for a cultural shift in how midlife is perceived.
Stripes Beauty’s campaign showcases ten women who embody the message of empowerment in midlife. These women share their stories on the brand’s digital platforms, aiming to inspire others to embrace this transformative phase.
As part of the campaign, a guerrilla marketing strategy has been deployed in New York, with large posters placed in high-traffic areas to provoke conversations and challenge stereotypes about aging. Influencers and menopause experts are also joining the movement to educate and raise awareness.
To further engage consumers, Stripes Beauty is offering a limited-edition ‘Hotter Than Ever’ hat with purchases over a certain amount. This initiative encourages women to embrace their boldness and celebrate their journey through midlife.
In addition to the guerrilla marketing campaign, Stripes Beauty is organizing a series of pop-up activations in partnership with fitness company SoulCycle in the Hamptons. These events aim to bring the brand’s message of empowerment to a wider audience.
Naomi Watts, the founder of Stripes Beauty, expressed her vision for the campaign, emphasizing the importance of challenging societal norms around aging. She views ‘Hotter Than Ever’ not just as a marketing campaign but as a cultural movement that celebrates women in all stages of life.
![[Beauty of Joseon] Revive Eye Serum : Ginseng + Retinal 30ml](https://m.media-amazon.com/images/I/61li+q2pbqL._AC_UL320_.jpg)
Stripes Beauty, established in 2022 in collaboration with synthetic biotech company Amyris, offers a range of science-backed products designed to address the needs of women experiencing menopause. Following an acquisition by investment firm L Catterton in 2024, the brand has continued to expand its reach and product offerings.
The ‘Hotter Than Ever’ campaign underscores a growing trend in the beauty industry towards promoting inclusivity and diversity in age representation. By challenging traditional beauty standards and celebrating women’s experiences at every age, brands like Stripes Beauty are driving a cultural shift towards more inclusive beauty narratives.
As the beauty industry continues to evolve, campaigns like ‘Hotter Than Ever’ serve as a reminder of the importance of embracing diversity and empowering women of all ages. By amplifying voices that are often marginalized or overlooked, brands can foster a more inclusive and supportive community for consumers of all backgrounds.
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