Pause Well-Aging

Brand and Category Launch

Results

Launch month media coverage led to over 75 million impressions, including features in The New York Times, Hamptons, Business of Fashion, CEW.com, FatMascara Podcast, Fox News, and KTLA

Inspired Allure Magazine to use the word “menopause” for the first time in print

Today Show segment brought in $20K same day sales

Established the menopause skincare category

Hosted a first-of-its-kind menopause-focused comedy show timed to brand launch

The Challenge
We were finally having honest conversations about periods and body hair, embracing makeup- free skin and bodies of every shape and size. However, menopause was still a completely taboo topic. Leading beauty magazines had yet to use the word in print and a major home shopping network banned saying “menopause” on air.
Our Strategy

Face Menopause
Take a topic that is never discussed and address it head on. Unapologetically embrace menopause in all mediums when nobody else will even say the word out loud. Provoke conversation. Proudly showcase the beauty 
of aging. Put it on a stage, under a spotlight. Celebrate real, brutally honest and deeply relevant beautiful and funny moments about this stage of life.

Pause Well-Aging: Brand and Category Launch
Our Services
Brand Strategy
Brand Positioning
Brand Story
Identity
Packaging Design
Campaign Development
Media Relations
Eventing
Social Media Strategy
Photo Shoot Art Direction
Content Creation + Copywriting
Graphic Design
Influencer + KOL Relations
Content Calendar + Posting
Community Management
Paid Social Media
Website Design
Email + Blog Program
Reporting
Category

Skincare

How did we do it?

Key Message + Key Visuals

Branding + Packaging

Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch

Model + Still Life Visuals

Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch

Paid Social + Activation

Organic Social Media

Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch

PR + Influencer

Launch month press coverage resulted in 75,891,451 impressions.

Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch

Website Design + Blog

Pause Well-Aging: Brand and Category Launch
Pause Well-Aging: Brand and Category Launch