Olly Ventures into the Menopause Market with Mellow Menopause Supplement
Olly, a well-known player in the mass supplement market and a subsidiary of Unilever, has made a significant move to address a vital yet often overlooked segment of wellness: menopause. With the launch of its new product, Mellow Menopause, Olly aims to provide relief for women experiencing symptoms related to this natural transition, such as hot flashes, mood swings, and vaginal dryness.
Targeting an Under-Served Demographic
The development of Mellow Menopause stems from a keen understanding of the brand’s evolving customer base. According to Olly’s CEO, Hanneke Willenborg, the company recognizes that many of their millennial customers are now entering perimenopause and menopause—transitions that can markedly impact their well-being. With women making up a staggering 80% of Olly’s customer base, the decision to expand into the menopause category is a strategic one, aimed at better serving its audience of predominantly Millennial and Gen X consumers, who together represent 70% of the brand’s clientele.
Ingredients Designed for Immediate and Long-Term Relief
Mellow Menopause is formulated with a blend of GABA, a neurotransmitter known for its calming effects, and herbal extracts such as EstroG-100, aimed at tackling multiple menopause symptoms. Priced at $30 for a month’s supply of 30 capsules, the supplement is available for purchase directly from Olly’s website and on Amazon.
Shikha Snigdha, Vice President of Scientific Affairs at Olly, emphasizes the need for menopause treatments that not only evaluate long-term effects but also provide rapid relief from daily fluctuations in symptoms. The product is designed to address a total of 11 symptoms, including irritability, depression, and fatigue—many of which are exacerbated by the decline of estrogen and progesterone during menopause.
A pre-launch clinical trial involving 80 participants demonstrated promising results, with many noting symptom relief within just 24 to 36 hours of taking the supplement.
A Holistic Approach to Menopausal Symptoms
What sets Mellow Menopause apart from other products on the market is its holistic approach to women’s health. Instead of focusing on one symptom at a time, Olly’s new supplement aims to address a variety of issues concurrently. With supportive ingredients like isoflavones, which mimic estrogen, alongside traditional herbal treatments such as chasteberry and dong quai, Mellow Menopause offers a comprehensive solution to these common menopause-related challenges.
Willenborg captures this progressive approach, stating, "Most menopause supplements…are evaluated for their long-term effects…[Mellow Menopause] was designed to demonstrate a rapid effect on certain symptoms, as well as additional benefits with long-term use."
A Growing Market for Menopause Products
Olly’s foray into the menopause space is consistent with a broader trend among brands seeking to cater to this often-overlooked demographic. Other beauty and wellness companies, such as Alloy and OPositiv, have renewed their focus on menopause, addressing the market’s fluctuating interest due to historical shortcomings in product efficacy.
Industry sources predict promising sales for Mellow Menopause, estimating upwards of $2 million in its first year. This launch not only adds to Olly’s existing women’s health line—which includes prenatal supplements and multivitamins—but also underscores the brand’s commitment to evolving with its consumer base.
Commitment to Employee Care during Menopause
In addition to its product offerings, Olly is committed to creating a supportive workplace for women navigating menopause. The company will be introducing a menopause policy that includes health and fertility care benefits, mental health resources, flexible work hours, and accommodations for remote work. This internal policy demonstrates Olly’s dedication to embodying the values it promotes externally for its customers.
Willenborg encapsulates the company’s ethos, stating, "We believe strongly that you need to practice what you preach—if we want to support women through perimenopause, menopause, and post-menopause, we’re going to put in the work to do that at our own organization as well."
Conclusion
The launch of Mellow Menopause signifies a crucial step towards addressing the significant gap in the wellness market for menopause solutions. By leveraging scientific research and a thoughtful approach to symptom relief, Olly not only provides potential benefits to its consumers but also shines a light on the need for comprehensive support for women during menopause. As the conversation around menopause continues to evolve, brands like Olly are paving the way for a more inclusive approach to women’s health.
