Cosmetic Industry Tips for Engaging Perimenopausal Women

Women in perimenopause may feel a loss of control over their health. Hot flashes can occur without warning, menstrual cycles may fluctuate wildly, mental fog can set in and they just may not "feel like themselves." Your cosmetic clinic has the opportunity to help women gain confidence in their overall wellness inside and out, helping provide a sense of stability and self-assurance.

Typically lasting several years, perimenopause represents a significant health transition for women. Research shows that women spend, on average, over $1,000 annually on appearance-related "beauty investments," with top categories including skin care, hair color and products.¹ By acknowledging and addressing the unique concerns associated with perimenopause symptoms, your practice may be able to both grow its patient base and enhance patient satisfaction.

Understand How Perimenopause May Impact Appearance

Perimenopausal women may experience a range of symptoms, both physical and cosmetic, that can dramatically impact their appearance and confidence. For many, symptoms can extend beyond weight gain and hot flashes. They recognize that declining estrogen levels during menopause can affect their looks in various ways, including:²

• Acne
• Dry, itchy skin
• Loss of skin elasticity
• Thinning hair and unwanted hair growth
• Weight gain and body changes

By providing thoughtful, compassionate care, your practice can build trust and loyalty among patients and clients who want to feel seen, heard and cared for.

Self-Care Trends in Women During Perimenopause

Women in perimenopause may be eager to take proactive steps to feel better about themselves and their appearance amid the changes affecting their bodies and minds. Globally, menopause represents a condition with unmet needs and considerable economic potential.³ Women’s health is one of the fast-growing sectors within the wellness industry, alongside healthy aging, weight management, sexual health and sleep — all areas closely connected to perimenopause.⁴

Women worry about weight, teeth and muscle tone, and in a 2024 report, 32% of Americans surveyed said they were considering cosmetic procedures to enhance their appearance.¹ The perimenopausal demographic remains a largely underserved market, yet recent years have seen a growing cultural shift toward discussing and normalizing the challenges women face during this stage of life.⁵ This increased openness has created many opportunities for brands and cosmetic care providers to address consumer wants and needs in an area that, until now, offered few tailored solutions to support women through the process of hormonal changes of perimenopause.

Given this growing openness and awareness, by focusing on these specific concerns, your practice can meaningfully support perimenopausal women while tapping into a motivated and underserved market.

Address Perimenopause in Marketing and Patient Communication

Understanding these nuances is key to effectively reaching women in perimenopause through marketing and patient communications. Supporting women at this stage means recognizing the women’s health gap, respecting by unique wants and needs and demonstrating how your practice can help address their pressing concerns.³ Simple and empowering messages can resonate with women and may help create meaningful benefits both for them and your practice.

• Be empathetic. Women may deal with hormone fluctuations for decades.² Show empathy for these ups and downs and offer helpful cosmetic changes to combat them. Explain the services your practice offers — such as hormone replacement therapy, nutrition plans or dermal fillers — as well as how you specifically target perimenopausal symptoms and how patients or clients can feel better with treatment from experts who understand and customize perimenopausal care.
• Be honest. It’s important to be clear and straightforward. Many women in perimenopause appreciate knowing exactly what services you offer and how they might help. Make sure your marketing clearly communicates the number of clients who have benefited from your treatments, and specify which procedures are most effective for addressing particular symptoms.
• Be inclusive. Some women experience early menopause in their mid-to-late 30s. Other women don’t begin the journey until they’re almost 50.² Let every woman know you recognize them, no matter their age. Consider advertising with practical statistics about perimenopause, lists of symptoms and ways your cosmetic care practice or business can ease the discomfort.

Whether you’re sharing messages via social media, having in-clinic consultations or communicating with newsletters or advertising, focus on delivering practical, results-driven messages that demonstrate your expertise and commitment. Show women that while their journey through perimenopause is unique, your practice can provide trusted support and effective solutions they can rely on.

Craft Content That Connects With Perimenopausal Women

Perimenopausal women may come prepared with knowledge about this stage of life. Transparency from cosmetic service providers can help support what they already know. Deliver straightforward information about the services and care you provide through considerate, supportive, authentic content that can help build trust, encourage engagement and position your practice as a reliable partner on their journey.

• Share testimonials. If you’ve been told that your care has changed a perimenopausal woman’s life, share this testimonial far and wide. One of the most powerful endorsements you can get is from previous or current patients and clients.
• Ground your communication in facts. While 27% of women surveyed ages 40 to 59 say they rarely or never hear anything about menopause symptoms, 32% of women in their 40s and 50s report they hear about menopause symptoms extremely or very often. Women in younger age groups? That number is much lower, so there is an opportunity to hit your target audience as well as other women who may have the same symptoms in the future.⁶
• Leverage your resources. Social media is a powerful tool: 15% of Americans surveyed report purchasing products recommended by beauty influencers.¹ By sharing your expertise through instructional and informational videos, you can amplify your voice and connect with perimenopausal women searching for cosmetic solutions on popular platforms.

Discuss Patient Financing to Overcome Budget Concerns

Women have plenty of choices when it comes to investing in beauty and wellness products that minimize the symptoms of perimenopause. Marketing to this group can be worth the effort, as can be marketing to women who aren’t sure about taking steps toward cosmetic enhancements or upgrades that can positively impact their state of mind during perimenopause. For both sectors, health and wellness financing may help make the decision to move forward with self-care an easy one.

Cost isn’t always an issue when it comes to taking steps to improve women’s health, but people may think about the investment. Skin care is a top beauty investment among women, which makes it an easy decision for applicable cosmetic businesses to ramp up skin care marketing by focusing on skin changes in perimenopause.¹

An open discussion about patient financing during consultations with your patients or clients can show them that a resource like CareCredit can help manage payment concerns. By giving patients an opportunity for cosmetic financing in the beauty and wellness space, you may help empower them to move forward with the treatment they want or need and position your team as a perimenopause-friendly cosmetic care provider.

Help Make Life Better for Your Patients or Clients

As with any demographic, it’s important to know who is included in the group, what kind of factors they’re experiencing and what they want when it comes to health and wellness. Many women going through perimenopause and the cornucopia of symptoms associated with this stage of life might experience extreme ups and downs. You can position your cosmetic care practice or business as perimenopause-friendly by focusing on empathy and explaining treatments that make patients or clients feel renewed and refreshed.

A Flexible Financing Solution for Your Cosmetic Practice

Want to make it easy for patients and clients to manage the cost of treatment at your cosmetic practice or business? Consider offering the CareCredit credit card as a financing solution. CareCredit offers individuals a way to pay for surgical and non-surgical treatments and procedures over time while helping enhance the payments process for your practice or business.

When you accept CareCredit, patients or clients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a financing solution for your cosmetic care practice and business or start the provider enrollment process by filling out this form.

Author Bio

Elizabeth Weiss is a freelance writer and editor with more than 20 years of experience in content development for dentistry, orthodontics and cosmetic dermatology. She focuses on making healthcare topics accessible to readers and contributes to many fields, from family and estate law to industrial services and landscape design.

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