Penetration for Boots and its No7 brand was falling among women aged 45 and over. To re-connect with these women and convey the retailer’s purpose of ‘With You. For Life’, in 2021 Boots launched a strategy to normalise and support individual experiences of menopause. Starting with staff support, activities included a dedicated hub, packaging changes to highlight relevant products, content partnerships, and advertising. Evidence of effectiveness includes usage of campaign assets, and growth in brand metrics, penetration, and sales. Compared to extrapolated previous trends, it is estimated communications returned £3.35 of incremental revenue per £1 invested.