Sirona, a period care and women’s wellness brand, has launched ‘Unpause Menopause’, a campaign aimed at challenging the stigma and age-related biases surrounding menopause and encouraging women to speak openly about their experiences.
Built around the message ‘Cut the noise. Start the conversation’, the campaign brings attention to a life stage that often remains under-discussed, despite its impact on women’s physical and emotional well-being.
The campaign highlights lesser-discussed menopause symptoms, including joint pain, dizziness, heart palpitations, ringing in the ears, changes in body odour and dry eyes. Through a candid approach, Sirona aims to encourage women to recognise these experiences and seek information and support.
The initiative builds on the brand’s earlier ‘WTF (What the Flow)’ campaign, which focused on breaking taboos around menstruation. With ‘Unpause Menopause’, Sirona is extending its efforts to address conversations around women’s health across different stages of life.
Launched around World Menopause Day on October 18, the campaign includes participation from public figures and influential voices sharing their experiences. On October 21, the brand released its campaign film alongside a series of expert conversations featuring doctors, specialists and women who have experienced menopause. The content is available on Sirona’s digital platforms, including its YouTube channel.
Commenting on the campaign, Deep Bajaj, re-founder and CEO of Sirona, said the initiative aims to give menopause the same openness and attention that conversations around periods and intimate hygiene have increasingly received. He added that many women navigate menopause without adequate information or awareness of the symptoms associated with it.
Alongside the awareness initiative, Sirona has introduced a dedicated menopause care range. The portfolio includes an at-home follicle-stimulating hormone (FSH) urine test kit that provides results in 10 minutes, a cooling mist for hot flashes and night sweats, a skin-balancing cream, and an intimate cream designed to address dryness and irritation.
Through the campaign and product range, Sirona aims to combine awareness with accessible solutions for women navigating menopause, encouraging more informed and open conversations around this stage of life.
