Marketers: 7 new woman-centric health conditions - video

Women have always talked about these health concerns amongst themselves. But it it taking marketing efforts directed at women — oftentimes, thanks to women-founded brands — that is finally delivering on the health concerns of women.

Of course, it has not helped that women have historically been vastly underrepresented in clinical trials, meaning supplements are not being designed for women's bodies.

"We are seeing women-founded companies that have recognized that we don't want to struggle to find this stuff," said Ola Lessard, fractional CMO-for-hire and managing partner of Nine Muses Marketing (of, by and for women). "She's out there saying, 'This is what I want.'"

So what is it that women want?

"I'll tell you what women want," said Lessard. "We want to sleep better, we want hotter sex and we want more energy."

And that's not the half of it.

"You see PMS formulas, menopause formulas, perimenopause formulas are emerging," she said. "Sports."

To go deep on marketing products for women — specifically, substantiating supplements for women through science — click here to go to the SupplySide YouTube page and watch the hourlong session at SupplySide East 2024. Learn from a panel of experts about confusing or difficult aspects of substantiating ingredients or finished products.

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