2024-04-16 03:11:15
It is still the prerogative of young independent brands, but the emergence of a cosmetic offer directly linked to the specific hormonal problems of women, hitherto ignored in marketing discourse, is becoming more popular in all markets.
“We are seeing the emergence of a liberation of speech, mainly for women, concomitant with the Meetoo movement. This phenomenon socially anchored the fact that women had the right to speak and this moved society forward from a collective point of view on their issues,” explains Anne Cécile Guillemot, co-founder of the Dynvibe agency.
To understand the markets, this agency specializing in Social Intelligence collects and analyzes data produced spontaneously by consumers on social media or search engines.
Based on this expertise, the agency was able to note that despite cultural differences, most countries were reporting a set of signals in favor of new expectations on the part of women. Expectations often carried and relayed by influencers or changemakers, spokespersons for their own experience. Menopause, pregnancy, ovarian cycles, urinary infections, vaginal dryness, white hair, … these exclusively feminine subjects, hitherto ignored, are now being addressed in broad daylight.
“The subject of menopause is the strong incarnation of what “we didn’t talk about before”, yet all women are affected, with symptoms that they are not always able to explain. These life episodes create suffering that today’s generations no longer want to endure alone. There is a need that is felt but health professionals do not necessarily provide an answer, or do not take on this support role,” continues Sarah Lagier, Market Insight Analyst at Dynvibe.
Women can today find this support, this listening, from new beauty brands, most of them pure players, which have appeared on various markets in recent years. In the United States, Blume says it wants to set a new standard in skin care, body care, periods and puberty. With her brand Stripes, Naomi Watts is an ambassador for positive menopause through a line of skin, hair and vaginal care products.
MiYé listens to the symptoms
In France, MiYé (the good friend in Provençal), created in 2021 by Caroline de Blignières and Anna Oualid has just welcomed Laboratoires Pierre Fabre into its capital, as a further sign of the attention paid to this groundswell. From its creation, the in & out beauty brand dedicated to hormonal well-being immediately meets its audience with its first product [My] Female Hormonal Balance, still a bestseller to this day.
“We set out to support women with hormonal imbalance issues because the market does not treat them or treats them poorly. The idea is to talk to women, from puberty to menopause, with simple and safe routines,” explains Caroline de Blignières.
After interviewing experts, endocrinologists and gynecologists in France and the United States for two years, the founders noted a very heterogeneous knowledge of the solutions. A fan of natural well-being and concerned about the threat of endocrine disruptors, Caroline de Blignières then uses her 15 years of experience in health/beauty and in the development of cosmetic products and food supplements to work on a natural offer, in line with the female metabolism.
“Rather than categorizing by age, we wanted to produce products by symptom, which often reflect several causes. The hormonal storms that can be endometriosis, postpartum or perimenopause cause often common symptoms such as vaginal dryness, hot flashes, intestinal discomfort, irritability, which we will treat with the same plants », specifies the co-founder.
Through this transversal approach, the brand offers a mix of treatments and nutricosmetics, such as the hydrating and rebalancing intimate gel which boosts natural lubrication with a patented extract of blue lily of the valley, the anti-hair loss densifying hair serum to combat loss of density hair, the Regenerating Oil, the SOS Oxygenating Mist or, in micronutrition, the Serenity Essentials, etc.
Alone or combined, these products will be able to soothe the most common symptoms: mood swings, period pain, intimate discomfort, bloating, tight breasts, estrogen dominance… which can punctuate the phases of a woman’s life depending on her hormonal situation.
Transformation of mentalities
Despite the first questions raised by its launch three years ago, the startup quickly met its market, and today has a repurchase rate of more than 40%, with a particularly transgenerational consumer profile. In addition to the merchant site which represents more than 60% of orders, MiYé is distributed via Joli Moi, at Bon Marché, at Mademoiselle bio, Monoprix Espace santé, Oh My cream!
“The merger with Pierre Fabre will allow us to also activate the pharmacy network, but above all to go further in scientific support,” notes the co-founder.
A rapid success which reflects the obvious and accelerated evolution of mentalities over the last three years. “The end of the era of taboos is a very recent phenomenon,” assures Anne Cécile Guillemot for Dynvibe. “We are in the process of overturning false beliefs, particularly about hormones, because consumers today no longer want to submit to diktats, they want to be active in their lives and their well-being. The trend is common to all regions of the world and this is reflected in the offer,” she explains.
An observation shared by Caroline de Blignières. “With MiYé we want to help women become actors of their hormonal well-being again, it’s a subject that we neglect far too much during our lives, even though this intimate knowledge of the body is essential,” she concludes. . To the wise…
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