Pause Well-Aging
Brand and Category Launch
Results
Launch month media coverage led to over 75 million impressions, including features in The New York Times, Hamptons, Business of Fashion, CEW.com, FatMascara Podcast, Fox News, and KTLA
Inspired Allure Magazine to use the word “menopause” for the first time in print
Today Show segment brought in $20K same day sales
Established the menopause skincare category
Hosted a first-of-its-kind menopause-focused comedy show timed to brand launch
The Challenge
We were finally having honest conversations about periods and body hair, embracing makeup- free skin and bodies of every shape and size. However, menopause was still a completely taboo topic. Leading beauty magazines had yet to use the word in print and a major home shopping network banned saying “menopause” on air.
Our Strategy
Face Menopause
Take a topic that is never discussed and address it head on. Unapologetically embrace menopause in all mediums when nobody else will even say the word out loud. Provoke conversation. Proudly showcase the beauty
of aging. Put it on a stage, under a spotlight. Celebrate real, brutally honest and deeply relevant beautiful and funny moments about this stage of life.
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch.jpg)
Our Services
Brand Strategy
Brand Positioning
Brand Story
Identity
Packaging Design
Campaign Development
Media Relations
Eventing
Social Media Strategy
Photo Shoot Art Direction
Content Creation + Copywriting
Graphic Design
Influencer + KOL Relations
Content Calendar + Posting
Community Management
Paid Social Media
Website Design
Email + Blog Program
Reporting
Brand Positioning
Brand Story
Identity
Packaging Design
Campaign Development
Media Relations
Eventing
Social Media Strategy
Photo Shoot Art Direction
Content Creation + Copywriting
Graphic Design
Influencer + KOL Relations
Content Calendar + Posting
Community Management
Paid Social Media
Website Design
Email + Blog Program
Reporting
Category
Skincare
How did we do it?
Key Message + Key Visuals
![pause-well-aging-brand-and-category-launch-01](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-01.jpg)
![pause-well-aging-brand-and-category-launch-02](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-02.jpg)
Branding + Packaging
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-03.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-04.jpg)
Model + Still Life Visuals
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-05.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-06.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-07.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-08.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-09.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-10.jpg)
Paid Social + Activation
Organic Social Media
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-14.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-16.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-17.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-18.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-19.jpg)
PR + Influencer
Launch month press coverage resulted in 75,891,451 impressions.
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-20.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-21.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-22.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-23.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-24.jpg)
Website Design + Blog
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-25.jpg)
![Pause Well-Aging: Brand and Category Launch](https://www.basebeauty.com/wp-content/uploads/pause-well-aging-brand-and-category-launch-26.jpg)