Ritual bets on a new life stage with its first new category in six years
A $39-a-month perimenopause supplement arrives with a TV spot from Giant Spoon and a celebrity spokesperson due October 1.
Ritual launched a $39-a-month perimenopause supplement in mid-September, its first new product category in six years, according to Glossy. Launch support includes a TV spot from agency Giant Spoon, and a celebrity spokesperson is due October 1.
Six years between categories is restraint that few subscription brands show. The new product is a bet that a customer's life stage is a better growth path than more SKUs for the same customer.
The same week, Ulta Beauty added supplements from Midi Health. Two moves in seven days suggest women in midlife are becoming wellness's next big audience. [Likely]
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
