Redefining menopause for women who weren’t born yesterday

A 2021 survey found that 73% of women between 45 and 60 were not seeking treatment for symptoms of peri-menopause or menopause. An additional 65% said they would not consider hormone replacement therapy (HRT) choosing alternative, natural solutions instead.

I joined Phenology in February 2022 to craft, organize, and edit the copy of their e-commerce site for a May launch date.

In collaboration with the Phenology founders, growth, science, creative, product, and development teams, I was able to build a Content Matrix for the site, a Copy Style Guide aligned with the established Brand Design Guidelines, and a Copy Repository to be leveraged across multiple channels.

The Phenology website was launched in May 2022 with an editorial and lifestyle focus to introduce the brand..

With a rapidly increasing competitive landscape in the menopause market, Phenology made a strategic decision in July 2022 to shift focus from lifestyle to product. This effort required a full reboot of the site along with a series of product-focused organic and paid social campaigns as well as SEO optimizations to showcase their expanded portfolio.

I provided Copy and Content Direction for this initiative in addition to the launch of inne minilab (an at-home hormone monitoring system) and Phenology’s move into retail.