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Womaness’ Michelle Jacobs explains how the brand created Gone in a Hot Flash
Michelle Jacobs, co-founder, Womaness
Sally Mueller and I founded Womaness in 2021 out of a desire to speak to and serve the 50+ million women approaching or in menopause and dealing with its most common symptoms, from hot flashes to sleep issues, light leakage to fine lines.
As a result, we created a collection of modern, innovative menopause products developed for women, by women that offer solutions from head to toe (and everything in between). The genesis of our brand emerged when we looked at the marketplace we, ourselves, were shopping in. There were no sections in our favorite retailers that identified menopause solutions. The products that were there were hard to find and scattered all over the store. In addition, the existing brands felt like old legacy brands that have been on the shelves for well over a decade. In modern women’s products, there has been innovation in ingredients and efforts to make clean, efficacious solutions, but we weren’t seeing that reflected in menopause-related products. We felt it was time for a brand to tackle this category. Our backgrounds were in developing women’s lifestyle brands (Sally at Target and Clique Brands and me at Time Inc and HSN). We knew what was involved and we wanted to jump in. The one symptom most associated with menopause is the hot flash. Not every woman experiences this, but it is the most stereotyped (think jokes about women with their head in the freezer or sweating at inopportune times). Hot flashes are at a minimum uncomfortable and at worst debilitating and embarrassing. According to
menopause.org, about 75% of women experience some form of hot flash in menopause.
Caused by a disruption in the hypothalamus that regulates body temperature, hot flashes are sometimes mild, just feeling hot. Other times they’re terribly intense; you can feel a burning from within and then break out into an extreme sweat. You can treat hot flashes through hormone therapy or supplements like Womaness’
Me.No.Pause.
42 January 2023
We also wanted to help women as they were experiencing a hot flash, so we created Gone in a Hot Flash as an alternative to what was currently available on the marketplace.
Many hot flash sprays contain a mint or menthol formula that helps on contact but can turn warm and worsen the hot flash. Or, the spray can’t be applied on the face because the ingredients are harmful to the eyes. Finally – the worst thing we saw – the spray was too wet, leaving your hair and skin even wetter. This is a real problem for people like me who blow dry their hair daily and for whom the slightest bit of moisture will create frizz. Gone in a Hot Flash was two years in development; the hardest part was finding a sprayer that worked more like a mist than a spray. We sourced one that dispenses a perfect mist, giving skin a cool sensation but not adding to the wet, damp feeling. We also avoided menthol formulations. Our formula boasts a bright, light rose scent that refreshes after the discomfort of a hot flash. Because many women told us they felt they smelled bad after a hot flash (like sweating during exercise), we also included Deoplex, a plant- derived odour absorber with enzymes that naturally neutralise smells.
As a result, you can safely use Gone in a Hot Flash all over – on your face, body, legs, underarms, under breasts. The ingredient works as a deodorant to control odour and provide confidence that your skin will calm down. Lastly, our product name: Gone in a Hot Flash. This spray is a smart option for anyone (in menopause or not) who wants a cool, refreshing body and face spray, but we wanted to recognise this menopausal woman and acknowledge what she is feeling.
Menopause still carries quite a stigma in our
society, and there is no reason for a normal body process to make anyone feel that way. We need to support each other and understand that sometimes these things cannot be controlled. We can bring a little humour to the situation, but we also need to accept that change in our bodies is part of life’s natural progression – there is no shame in that
cosmeticsbusiness.com
Around 75% of women experience some form of hot flash in menopause
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