• by Les Luchter , April 6, 2026

Companies pushing awareness of perimenopause as a key period in women’s lives are now using celebrities in ad campaigns.

A rather frenzied Amy Schumer and a rather calm Misty Copeland cope with perimenopause in separate initiatives launching today on behalf of women’s virtual clinic Midi Health and supplement marketer Thorne respectively.

In Midi’s first national brand campaign, 44-year-old Schumer -- also a Midi investor --  leads a “Midi Midlife Health Class” to spotlight some perimenopause symptoms “you may or may not be experiencing.” Schumer’s rundown to her class includes achy joints, dry eyes, gum inflammation, hot flashes, free-flowing rage, and more.

“By partnering with Amy Schumer – the ultimate truthteller – we’re using humor to strip away the stigma of midlife health,” Midi’s new CMO Melissa Waters told Marketing Daily. “There is something incredibly powerful about seeing the endless changes of being a woman reflected with a wit rather than a whisper.”

In Thorne’s campaign for its new Perimenopause Complete supplement, 43-year-old ballet icon Copeland tells her personal story: “Some days I’m totally fine. Other days, I’m just exhausted. I’m realizing I’m a woman and my body’s just doing its thing. I just need to listen to it. Let it lead me for a while….” The supplement is said to support mood, sleep and balance.

In addition to TV, both campaigns are also using out-of-home, social and other media.

Thorne’s creative agency is Project 3 (formerly Frosty), while Midi does its own creative and uses Obsessed Media for buying.

The Thorne campaign will run through June 7, the Midi campaign for the rest of the year.

Schumer, in the long version of the Midi commercial running on YouTube, also brings up “low libido, no libido” as possible perimenopause symptoms .

And Thorne today is also launching Women’s Libido Boost, said to support “desire, intimacy, and emotional connection.”

The campaign for that product stars actress Lana Condor, who spends most of a :30 spot sending sexy voice messages after using the product: “I wasn’t stuck in my head at all. I didn’t realize how much I’d been holding in. I had this rush all through my body…Today I just feel more open, like my body is listening…. I feel good.”

Both Thorne and Midi frame their new campaigns as bringing previously taboo subjects out into the open.

“Women are increasingly seeking transparency and real answers about what’s happening in their bodies,” Mary Beech, Thorne’s chief growth officer, said in a statement.

“The campaign’s goal is to pull perimenopause out of the shadows and into the mainstream,” said Midi’s Waters. “Effectiveness to us is a measurable shift in the cultural landscape where women feel empowered to demand better healthcare standards and no longer accept 'dealing with it' as a medical plan. We’ll know we’ve succeeded when specialized, expert care for midlife is no longer a luxury or a mystery, but the standard for every woman’s health journey.”