The London-based company was co-founded by industry friends, retail strategy advisor Wizz Selvey and brand growth consultant Olly Johnson, in December 2023 with the goal of launching the UK’s ‘first of its kind’ 11-active nutrient liposomal shot.
The product was designed for higher bioavailability and greater efficiency, and contains a blend of targeted nutrients: vitamin D for bone health, vitamin B12 to reduce fatigue, magnesium for psychological function, zinc to protect cells from oxidative stress, selenium for thyroid function, chromium for blood glucose regulation and iron for red blood cell formation.
This year, its marketing campaign, Peri-Paridox, has been selected as the NutraIngredients Marketing Initiative of the Year for its multi-pronged, unconventional, creative strategy.
The judges said: “Raising awareness about perimenopause and menopause is crucial for women’s well-being. We commend Valerie for its innovative marketing initiative, Peri-Paradox, which creatively challenges societal norms, breaks taboos and encourages more open discussions about menopause. Campaigns like Peri-Paradox are essential in helping women thrive at any age.”
The campaign
As Carly Osman Holme, Valerie’s chief marketing officer and the lead behind the campaign explained: “Perimenopause is a paradox.”
In shaping the initiative, the brand explored 20 different paradoxes and conflicting experiences like feeling hot and cold, wide awake yet exhausted, furious but forgetful, all at once. These paradoxes reflected the complex reality of perimenopause, touching on issues like emotional regulation, stress, anxiety and sexuality.
To bring these paradoxes to life, the team designed faux billboards and fly posters, placing them in locations frequented by their target demographic. The goals was to visually capture the contradiction of perimenopausal experiences and show consumers that they are seen, heard and understood.
Challenging societal norms and breaking taboos is crucial for building a successful marketing campaign, especially for Valerie’s audience, Selvey explained.
While many marketers target broad demographics, Valerie focuses on women in their late 30s to mid-50s.
“That doesn’t mean we should dumb things down or play it safe,” Selvey said.
“These women are going through hormonal changes, but they still connect deeply with who they were in their 20s, and they’re nostalgic, vibrant and full of life. To resonate with them, we have to tap into that mindset and speak to them with honesty and intelligence.”
Selvey added that the brand’s vision is to make a difference by crafting communication that balances scientific credibility with a sense of humor.