The term Menowashing is used to describe the strategy by which brands, companies or institutions use the discourse of women's empowerment in this stage of life for primarily commercial purposes, without real commitment to women's health and much less to scientific evidence.
It is unquestionable that menopause (like all stages of a woman's life) has become a promising market niche that sweeps through stands and in the media; experiencing a social paradigm shift around the climacteric.
It has emerged from a historical invisibility and bursts today with force its place.
Without a doubt, it was necessary to make menopause visible and to cover the needs of women.
The question is simple. Is this what women need?
It is not about denying that there are useful products or necessary services, but about pointing out when the discourse of well-being is instrumentalized to generate consumption, fear, and dependence.
The market has detected something evident. Millions of women go through the menopausal transition each year and seek information, relief, and ACCOMPANIMENT.
Instead of focusing on accessible and evidence-based education, many companies have opted to medicalize this biological process without rigor, exaggerate symptoms to generate purchase urgency, promise natural solutions without scientific backing, and to top it all off, reinforce the fear of aging.
The narrative repeats itself again as on so many occasions in the life of the woman: "You are not sick, but something in you no longer works...and we have the product that fixes it."
From invisibilization to hyperconsumption.
FROM non-existence to hyperexposure and commercialization.
In this way, menopause thus becomes a new frontier of emotional capitalism: identity, youth, energy, and performance are sold.
