A hot take on hot flashes
Relaunching Nutrilite™ Complete Menopause Support
How can we show women that there’s better support for menopause out there?
Menopause may be natural, but it sure sounds…not fun. Nutrilite™ needed a way to shout from the rooftops that with their newly reformulated tablet, 94% of women experienced a reduction in common symptoms,† with a 49% reduction in severity of hot flashes.†*
This project needed to do three things: rebrand the reformulated product with a new look, tone, and feel that would appeal to an audience of women aged 40-65, communicate efficacy by leaning into ingredients and the impressive clinical stats, and wrap it all in an integrated campaign. My team at Amp developed No Pause Necessary to show women that life doesn’t stop with menopause, and it is in fact possible to thrive. Made with clinically-proven Siberian rhubarb grown on the company’s partner farms, meaning that traceability is guaranteed, just one small (a key differentiator) Nutrilite™ Complete Menopause Support tablet per day can help keep symptoms at bay.
On a role
I oversaw our internal team through concept and script development and storyboards. I also oversaw pre-production, including but not limited to reviewing production bids, talent casting, wardrobe, hair and makeup, location selection, and building the shot and prop lists.
Because Nutrilite™ Complete Menopause Support is for women, and was developed by female scientists, we wanted to keep the lady-power going strong through production. We Partnered with Kate Adams of Vagrants to create a hero product spot and 30 stills over the course of a three-day shoot around Lake Lanier in Gainesville, Georgia. Not pictured in our creative: the aggressive killer hornets that terrorized video village.
Making a splish splash
On set, my role was to oversee and approve all video and stills, delegate responsibilities to our internal team, and hang out with our client partners, convincing them to trust the vision and that we can work magic in post. Which we did—who knew brown water could look so blue on film?
Lastly, I oversaw and approved all deliverables after shepherding them through editing, retouching, and client consideration.
The assets we developed fit with the overall brand look and feel that leans into nature and lush plant ingredients, while giving the product its own visual niche. We leaned into water, ice, and breeziness to communicate coolness and relief while incorporating the greenery that’s key to the brand.
And! Some things I have to say because I feel like I could get in trouble if they’re not on here:
†Results based on client-conducted, 12-week Consumer Perceptual Research Study using the validated Menopause Rating Scale (MRS).
*This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Too good to scroll by
Our hero video lives on social and the web, including the landing page pictured to the left, and is played at conferences and internal meetings worldwide. The stills are featured in a variety of assets like sales guides (pictured below), emails, and the campaign toolkit we delivered.
During this project, I learned to roll with the punches when clients bring additional products to set and request that we get stills of those too. I learned how to prioritize shots and scenes on the spot, and how to communicate and sell in that reasoning to clients. I also learned that with a strong majority-women team on set, everything goes smoother and anything is possible 💪
TLDR
I led an integrated campaign to launch the reformulated Nutrilite™ Complete Menopause Support.
Production Print Digital Team management