MAKING MENOPAUSE SUPPORT
MORE VISIBLE
The MTick
The world’s universal shopping symbol to signpost
menopause-friendly products, delivering
visibility and choice to the menopausal
consumer and bringing trust and
credibility to the marketplace.
Improving your experience including how you search, source and shop to support your menopause, your way.
In-store, online and on packaging.
Join purposeful brands and retailers already deploying the MTick, including:
The MTick is a global symbol that’s transforming how women search, source, and shop for products to help ease, relieve and support any of the 48 symptoms and signs.
It’s displayed instore, online and across hundreds of product packs by
brands that meet our robust criteria.
The MTick is so much more than an accreditation. It symbolises momentous change, both for the lived experience of menopause and within the global menopause marketplace, helping to normalise the conversation and raise awareness.
With 48 signs of menopause, ‘the change’ really does change everything – from clothing to bedding, supplements to skincare, nutrition to wellbeing, and everything in between. So when we say ‘menopause-friendly’, we mean any accredited product, regardless of category, that can help relieve, ease or support any of the 48 menopause symptoms and signs. This means you likely already have a product to support this audience better.
How it started
A universal symbol
built on credibility
and trust
In 2022, supported by GenM’s insights, we teamed up with the pharmacy and legal teams from Boots, the UK’s leading beauty retailer and GenM Partner, to define the MTick.
Partnering with teams across the business including pharmacy and legal, we built the criteria for the MTick. After successfully piloting it on 500 products and in 1,000 Boots stores, we launched it to our entire collective of partners in April 2023.
The MTick is the world’s only universal symbol to signpost menopause-friendly products, empowering women everywhere with better signage and more choice, transforming the menopause and driving societal change.
piloted with
MTick criteria
Meeting the MTick criteria
Our collective of GenM partners that supply evidence to meet the criteria have exclusive access to the MTick, with clear guidelines on how to apply it.
The MTick can only be displayed on products packs and retail signage that meet one of the criteria points as set out below:
Backed by claims
Products backed by authorised medicinal, cosmetic or health claims, showing that it supports one or more of the 48 signs of the menopause. Food supplements are required to meet a minimum inclusion level of ingredients to support efficacy, based on Public Health England or clinical research guidelines.
Tried &
testedProducts that have undergone rigorous testing by menopausal women, showing statistically significant results in easing, relieving or supporting a particular sign.
Features technology
Products that feature technology or functionality designed to support any one of the 48 signs.
Customer reviews
In addition to meeting one or more of the MTick criteria, we will also assess your Trustpilot reviews to ensure the product is highly rated (4+ stars) by your customers.
Pete Markey, CMO, Boots
Our partners
Where can the MTick
be deployed?
Once a product qualifies for the MTick, it should be displayed across all touchpoints of the product – on pack (on the front is our recommendation), instore across POS and signage, online across the customer journey and brand comms.
Our impact
Transforming the menopause
market and improving the lived
experience
The MTick is making products and solutions that can support any of the 48 symptoms and signs of menopause more visible than ever before. By helping women identify products more easily, we’re give them the choice to control their menopause their way.
We are not about curing the menopause but empowering women to have a better lived experience so they can thrive.
Join us in making the menopause experience better today than yesterday
To make the most of this purposeful market opportunity, access the MTick, and find out more about becoming a GenM partner, get in touch below.
Contact GenM today to find out more about our full
membership benefits and pricing:
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