What more than 2,000 American women say about their menopausal changes and what they want next from your brand.

Savvy brands are realizing what American women have always known: she doesn’t stop using and buying beauty just because she reaches a certain age. Au contraire. Older buyers are generally more brand loyal and have more disposable income than their younger counterparts, yet they’re often besieged by bodily changes that can make buying effective products for them difficult, if not impossible.

From celebrity-inspired startups and indies to well-known mainstream brands, creating life stage-appropriate beauty and wellness products for the menopausal woman has become chic. What’s more, it’s good business.

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BY DENISE HERICH, The Benchmarking Company