At the heart of the campaign is the Hotter Than Ever Manifesto, a bold cultural call to action that reframes midlife not as a crisis, but as a reawakening. The manifesto declares that midlife isn't an ending or a dry spell – it's the moment women step into their fullest potential: vibrant, visible, and unapologetically alive. The brand calls on women to own their power—and on society at large to join in celebrating a time when women should be anything but sidelined.
To bring this message to life, Stripes is launching its first-ever guerrilla marketing campaign, activating three high-traffic locations across SoHo from June 17-24. The campaign features six large-scale posters, with images from Ben Watts, designed to spark conversation, drive awareness, and redefine what it means to thrive in midlife. To complement the OOH campaign, Stripes is offering a limited-edition "Hotter Than Ever" hat as a gift with any $100+ purchase, encouraging women to wear their boldness with pride.
"We're flipping the script on what aging looks and feels like," said Naomi Watts, Founder and Chief Creative Officer of Stripes Beauty. "Hotter Than Ever is more than a campaign – it's a cultural movement. With this launch, we're taking the conversation to the streets, putting our manifesto front and center, and showing up for women in a way that's unapologetic, visible, and fun."
Key campaign highlights include:
- OOH Campaign in SoHo (June 17-24): Featuring six large-scale posters across three prime NYC locations.
- Summer Sampling + Pop-Up Series: Exclusive activations in the Hamptons in partnership with SoulCycle and more…
- Limited-Time Only Hats: Gift with purchase of $100+ on StripesBeauty.com for a limited time only
- "Hotter Than Ever" Spotlight: Featuring 10 inspiring women redefining midlife, sharing personal stories that embody the campaign ethos across Stripes' digital platforms.
- Influencer / KOL Engagement: Top influencers, menopause experts and women thriving in midlife to participate in cultural call to action with social content.
"Visibility is power, and this campaign brings Stripes into public spaces in a disruptive and celebratory way," said Cara Kamenev, President of Stripes. "From our bold outdoor creative to the upcoming Hamptons pop-up and the Top 10 Women List, we're creating opportunities for women to feel seen and celebrated – because Being Hotter than Ever isn't just about looking hot, it's about owning your story and your power."
From scalp to vag, Stripes continues to break down taboos and deliver science-backed, best-in-class wellness and personal care products tailored to the needs of women navigating midlife. With Hotter Than Ever, the brand is doubling down on its commitment to make this chapter not just visible, but empowering.
To learn more about Stripes Beauty and the Hotter Than Ever campaign, visit https://stripesbeauty.com/ or follow @stripesbeauty on Instagram or TikTok.
About Stripes Beauty
Stripes Beauty is a pro-aging beauty and wellness lifestyle brand founded by actor, entrepreneur, and activist Naomi Watts, and majority-owned by leading global investment firm, L Catterton. The consumer brand provides science-backed personal care and beauty products across the categories of nutritional supplements, skincare, haircare, and vaginal wellness. The brand is on a mission to destigmatize menopause, empowering women physically and emotionally through its products, community, and expert menopause education. For more information, visit stripesbeauty.com and follow @stripesbeauty on Instagram.
SOURCE Stripes Beauty
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