Enterprising beauty companies are targeting menopausal women in a way that’s frank, luxurious and, sometimes, even sexy.
A couple of months ago, Sonsoles Gonzalez, a former Procter & Gamble Company executive, introduced a line of hair-care products she had been working on for several years. The upscale collection, which includes shampoos, hair masks and conditioners, comes packaged in trim boxes of marine blue and goldenrod in a blobby pattern that could call to mind a Marni print.
The company, Better Not Younger, is targeting women with the kind of hair issues, like thinning and dryness, that frequently accompany menopause and perimenopause. It was inspired in part by Ms. Gonzalez’s own hair, which, about a decade ago, was noticeably losing volume. Existing products, she felt, didn’t address her demographic or were simply aimed at hiding a perceived problem, like going gray.
At the same time, Ms. Gonzalez, now 54, saw that friends around the same age were tackling similar concerns. But unlike their mothers or grandmothers, they saw themselves, in middle age, as alluring, not matronly.
Women in their 50s, they don’t feel like they’re in their mother’s middle age, and indeed it’s not your mother’s middle age,” said Candace Bushnell, whose new novel, “Is There Still Sex in the City?” will be published in August.
It looks at the adventures of middle-aged women with the buoyant frankness that may be expected from the writer who created the character Samantha Jones. “It might not be that acceptable in society, this idea of women over 50 wanting to have sex and feeling like they should be able to have sex, but women definitely seem interested,” Ms. Bushnell said.
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