Naomi Watts’ menopause-focused beauty and wellness brand, Stripes Beauty, has rolled out a powerful new campaign titled “Hotter Than Ever,” aimed at reshaping the perception of midlife. The campaign positions this life stage not as a period of decline, but as a novel and empowering reawakening.
Central to the initiative is the Hotter Than Ever manifesto, which serves as a rallying cry to celebrate and redefine midlife. Stripes Beauty is sharing the personal stories of ten remarkable women on all their digital platforms. These women exemplify this redefinition, with each narrative echoing the message that midlife can be a time of strength, growth, and renewed identity.
This is the brand’s first foray into guerrilla marketing, with eye-catching posters installed at high-traffic locations across New York City from 17 to 24 June. Six large-scale visuals were designed to provoke thought, spark dialogue, and challenge outdated views on ageing. The campaign also features top influencers and menopause experts who are helping to spread the message through educational content on social media.
As part of the launch, a limited-edition Hotter Than Ever cap will be gifted to customers spending over $100, encouraging women to wear their confidence proudly. Additionally, a summer pop-up and sampling series in the Hamptons, done in collaboration with fitness brand SoulCycle aims to create a more personal and engaging experience with the brand’s mission.
Watts, who founded Stripes Beauty in 2022 with synthetic biotech firm Amyris, explained that the campaign isn’t just a marketing effort, but a cultural statement. She emphasised that they are making midlife visible, unapologetic, and enjoyable, taking the conversation out into the world where it belongs.
Stripes offers a range of scientifically formulated products, such as thickening scalp treatments and body oils. In 2024, the brand gained further momentum after being acquired by investment firm L Catterton, reinforcing its growing influence in the pro-ageing beauty space.
