Brand Tone

Empowering, Relatable, and Chic. Direct, sometimes witty, and sophisticated. Positions the brand as a cool, knowledgeable friend, appealing to women who see midlife as a time of power and wisdom.

Brand Values

• •Female Empowerment
• •Holistic Wellness
• •Simplicity and Efficacy
• •Transparency and Authenticity
• •Destigmatization

Best Practices

• •Lead with Empathy, Follow with Empowerment: Always start by acknowledging the real, often frustrating, experience of perimenopause symptoms in a relatable way. Immediately pivot to an empowering message that frames midlife as a powerful stage and the product as a tool for taking control.
• •Use "We" and "You" to Build Community: Write as if you are part of the same club. Use language like "We're done with spiraling in shame" and "We know our best days are ahead" to foster a sense of shared experience and solidarity. This makes the brand a peer, not just a seller.
• •Be Cheeky, Not Clinical: While the products are science-backed, the language should remain accessible and modern. Use clever, witty phrases like "more disco, less Golden Girl" or "libido is permanently OOO" to connect with the audience on a personal level and differentiate from sterile medical brands.
• •Highlight the Ritual, Not Just the Relief: Frame the product as a simple, enjoyable daily "micro-ritual" rather than just a supplement. This elevates the experience from a chore to an act of self-care, which aligns with the brand's holistic wellness value.
• •Focus on the "Reclaim" Narrative: Consistently use powerful action verbs centered on reclaiming and reframing. Words like "reclaim," "reframe," "redefine," and "thrive" reinforce the brand's core mission to change the narrative around menopause from one of loss to one of powerful transformation.

Social Perception

The public perceives Micropause as a premium, targeted, and effective solution for a historically underserved market. Customers view the brand as a trusted ally that understands their specific needs, praising product effectiveness and the brand's positive, empowering narrative around midlife. It is seen as a modern, high-quality brand successfully combining science and nature.

Copy Examples

• •Your midlife should be a power trip, not a guilt trip. Brain fog, mood swings, and hot flashes weren't on our vision board. That's why we created Girls Gone Mild—your daily gummy to bring you back into balance. Reclaim your focus and feel like yourself again. #Micropause #PerimenopauseSupport #ModernMidlife #FeelLikeYouAgain
• •Don't press pause on your prime. Perimenopause can feel like your body's conspiring against you. We're here to flip the script. Micropause offers a simple, delicious daily gummy packed with adaptogens and functional mushrooms to help you thrive through the chaos. It’s time to get back to being you. Learn more. #WellnessGummies #MidlifeMayhem #FemaleFounded #ThriveInMidlife
• •Things that are out in my 40s: 1) Suffering through night sweats in silence. 2) Forgetting what I walked in for. 3) Thinking I need one more pill. (Shows Micropause gummies) Things that are in: 1) Delicious gummies that actually work. 2) Feeling clear, calm, and in control. #Perimenopause #GummyRevolution #MoreDiscoLessGoldenGirl
• •Subject: Tired of feeling...puffy, cranky, and hot? Preview Text: We get it. And we made something for it. Body Snippet: Midlife is your moment. Don’t let the symptoms of perimenopause steal your shine. Our gummies are formulated by women, for women, to help you reclaim your body, beauty, and bliss.
• •Headline: Midlife health is complicated. Your daily support shouldn't be. Sub-headline: Wellness gummies formulated to relieve the mayhem of perimenopause, naturally. Button: RECLAIM YOUR BLISS