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Lingerie Products For The Ageing Population

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28 June 2023

Lingerie Products For The Ageing Population

As menstrual underwear becomes increasingly popular, we are beginning to see the launch of more brands using similar technology to target the menopausal market. Thinx, the pioneers of menstrual underwear, recently introduced Speax as a spin-off company, marketing as underwear for bladder leakage. By launching this section of the company as a separate brand, using more mature branding and models in a higher age bracket, Thinx have been able to market their product to a whole new audience and really broaden their target market. Modibodi is another company providing menstrual solutions, but the brand was initially created because of a need for leak-proof underwear- so the crossover here is evident. As the technology here is ultimately the same, menstrual underwear brands have a reasonably simple opportunity for extension, should they choose to target both markets.

In the loungewear and nightwear industries, we are starting to see the development of solutions for menopausal customers that aim to relieve some of the symptoms of hot flushes. Become Clothing is a brand targeted at menopausal women, that uses an Anti-Flush Technology™ to control your body temperature during hot flushes and night sweats. The technology claims to draw heat and sweat away from the body, control odour and warm the skin during post-flush chills. The technology was developed in close collaboration with the Hohenstein Institute and Inside Climate in Germany, before being tested on numerous women at various stages of menopause. Become offer a range of tops, briefs, leggings and nightdresses, and their website is populated with advice and blog posts about menopause and different ways of dealing with the symptoms, giving the brand a supportive, community vibe.   

Using technology that works in a similar way to control the side effects of menopause, is British brand Cucumber. Cucumber use 37.5® Technology in select collections, which uses volcanic mineral to help maintain an ideal body temperature of 37.5 degrees. This technology works in conjunction with their high moisture wicking fabrics which are also odour-eliminating and anti-crush, so keeping the wearer cool and dry even after experiencing hot flushes.

With an ageing population and consumers more actively searching for product that suits their particular needs, now is the time to be capitalising on the menopausal market and developing more appropriate product. Key factors here are doing the research and marketing to the right audience. Work with your target audience to ensure that you are creating product that really works, customer feedback can be invaluable.

If you’re looking to design a collection for the ageing market our customer and competitor analysis will allow us to guide you on the best shapes and designs to help you sell through.

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What is Brands of Tomorrow?

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.

What is Brands of Tomorrow

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.