• by Les Luchter , November 11, 2024

Solaray has turned to podcasters to spearhead its marketing for Her Life Stages, a year-old line of four supplements designed to support women over their different life phases – PMS & Menstrual, Perimenopause, Menopause and Postmenopause – plus a fifth, labelled Libido, that cuts across all phases to combat “loss of drive.”

Initially launched through such efforts as a sponsorship deal with Vox Media Podcast Network for Esther Perel’s “Where Should We Begin” show, the brand has more recently begun a strategic partnership with Dr. Emily Morse (“Sex with Emily”), who had previously been involved as an influencer.

Timed to coincide with World Menopause Day last month, Dr. Morse’s efforts have included a special podcast episode, a blog article and a “Menopause Must-Haves” sweepstakes.

In the latter, consumers need to follow both @solarayvitamins and @sexwithemily, and tag people in the comments for the chance to win a prize package valued at $1,100.

In addition to all five Her Life Stages formulations, the prize included The Prim partner pillow from Tabu Group; Evercool pillowcases; vaginal support product V-Health Serum; an Embr Wave cooling bracelet for hot flashes; and  Let’s Neck, a neck serum.

While the sweepstakes itself only garnered 116 entries, Solaray tells Marketing Daily, the company has reached more than 1.2 million woman through Dr. Morse’s podcast, social media, newsletter and other channels.

Maggie Cramer, director of content for supplement brands at Solaray parent company Better Being (formerly Nutraceutical), says that while the “Sex with Emily” partnership has focused mainly on libido, Dr. Morse has covered all four life stages on the podcast. 

“She’s been able to talk with her mother, who’s obviously in a different stage than she is,” Cramer notes. “She’s been able to share about her personal experiences in different stages.”

In addition to podcasts and influencers, marketing of Her Life Stages has included content partnerships with publications like MindBodyGreen and Thrive Magazineas well as extensive work with retailers, who in Solaray’s case are largely health food stores (a category that includes Whole Foods and Vitamin Shoppe).

The retail push has included “a great deal of educational assets and information” as well as trainings with Dr. Pamela Peeke, “who helped our innovation team formulate these products.”

Each formula includes some 10 ingredients, with overlapping minerals “that help support overall well being,” Cramer says.

Cramer points out that Her Life Stages was developed after Solaray surveyed 1,000 women “to find out what they currently take, what they would love to see in a supplement, and we tried to formulate these products to address their direct concerns and experiences.”

She adds, “What’s been so great about being able to utilize influencers and products like ‘Sex with Emily’  is that we’re hearing confirmation of what we heard in that survey. The social media platform allows us to see those comments and conversations that women are having and speaking really openly about.”

In addition to retail outlets, Solaray, a 51-year-old vitamin and supplement giant, entered the D2C space in 2021, with products available via Amazon or directly from Solaray.com.

Better Being also markets such brands as Nature’s Life, Kal, Zhou, NaturalCare, Lifetime, Zand and Nu U.