• by Les Luchter , September 22, 2025

Unilever’s Nutrafol hair growth supplement brand has launched The Menopause Edit, a publication in both print and digital versions that’s designed to “redefine the conversation” around menopause,” the brand’s CMO, Deena Bahri, tells Marketing Daily.

Bahri calls The Menopause Edit a “timeless resource, filled with real stories, expert perspectives, and science-backed education that women can return to whenever they need support or expert insights during their menopause journey.” Editorial contributors include journalist Tamsen Fadal; Dr. Kathleen Jordan, chief medical officer of Midi Health, the telehealth company which recently ran a menopause-related campaign with New York’s Mt. Sinai health system; and several dermatologists, naturopathic doctors, and researchers.

The publication and a related campaign support Nutrafol Women’s Balance, the brand’s six-year-old product for women 45 and over who are experiencing hair thinning. Its formula, Bahri explains, “addresses the root causes of thinning hair like hormonal changes, natural aging, and shifts in metabolism.”  

Previous campaigns for Nutrafol Women’s Balance have targeted “women experiencing menopause” among other demographics, she notes. But, “with The Menopause Edit, we’re taking our authentic connection to this life stage to a new level….By connecting the product to the larger conversation about menopause, we’re aiming to give women both practical solutions and a space where their experiences are seen and validated.

“By launching a menopause-dedicated print magazine... we’re reinforcing that Nutrafol is a trusted partner for women’s hair and wellness.”

Some 38,000 copies of the 28-page print version of The Menopause Edit are being distributed to “physicians, thought leaders, and women living through this stage of life,” Bahri says, adding that it will be available at such upcoming events as Canyon Ranch MPower Retreats, The New Pause Symposium and The Menopause Society Annual Meeting.

On the marketing side, Nutrafol will include four-page print versions of The Menopause Edit as a gatefold in the October issue of Conde Nast’s Vogue and as a booklet in the annual edition of Hearst’s Oprah’s Favorite Things, on sale Nov. 11.

Nutrafol’s campaign, using both earned and unearned media, also includes “editorial, influencer, and expert-driven channels,” such as curated Substack collaborations, podcast integrations, clinical education events, and strategic influencer storytelling.

The Menopause Edit was developed in-house, based on a concept originating with Powers PR, which a month ago became the wellness division of Studio Beauty.

“We’ll know we’re succeeding when we see growth in our authority on hair health, stronger associations with menopause, and meaningful engagement across social media,” Bahri says, including “impressions, video views, and conversations that show we’re connecting with women and thought leaders. At the heart of it, this campaign is about helping women feel supported, informed, and unstoppable.”