Actress Naomi Watts’ menopause-focused brand Stripes Beauty has launched ‘Hotter Than Ever’ – a guerrilla marketing-backed campaign that highlights the power of midlife.
At the heart of the pro-ageing beauty and wellness brand’s new campaign is the ‘Hotter Than Ever’ manifesto, which is described as a cultural call to action which aims to “reframe midlife not as a crisis, but as a reawakening”.
It spotlights ten “inspiring” women redefining midlife, sharing their personal stories that embody this ethos across Stripes Beauty's digital platforms.
The brand’s first-ever guerrilla marketing campaign is also bringing this message to life, activating at three high-traffic footfall locations across New York, US, from 17 to 24 June.
Six large-scale posters designed to “spark conversation, drive awareness and redefine what it means to thrive in midlife” will take centre stage.
Top influencers and menopause experts will also participate in the beauty brand’s cultural call to action with social content that aims to educate.
A limited-edition ‘Hotter Than Ever’ hat will be gifted with any US$100-plus purchases, encouraging women to “wear their boldness with pride”.
A summer sampling and pop-up series activation will take place in the Hamptons [a string of upscale coastal towns and villages] in partnership with fitness company SoulCycle.
Strips beauty products
"We are flipping the script on what ageing looks and feels like," said Watts, founder and Chief Creative Officer of Stripes Beauty.
“‘Hotter Than Ever’ is more than a campaign – it is a cultural movement.
“With this launch, we are taking the conversation to the streets, putting our manifesto front and center, and showing up for women in a way that is unapologetic, visible and fun."
Watts founded Stripes Beauty in 2022 in collaboration with synthetic biotech company Amyris, with the aim to normalise conversations around the menopause.
The brand offers a range of “science-backed” products, including a thickening scalp treatment and body oils.
In 2024, investment firm L Catterton partnered with Watts to acquire Stripes Beauty for an undisclosed sum.
Lead image credit: Ben Watts.