Stripes’ Summer Campaign Celebrates Midlife Power & Visibility
The Naomi Watts-founded brand is reclaiming the narrative around aging and bringing midlife visibility to SoHo streets, Hamptons pop-ups and beyond
Stripes Beauty, the pro-aging brand founded by Naomi Watts and majority-owned by global investment firm L Catterton, is taking its message to the streets.
Just in time for summer, the A-lister and women’s health advocate is launching Hotter Than Ever, a no-holds-barred campaign and manifesto that puts midlife center stage with guerrilla marketing in Manhattan, summer sampling and pop-up series in the Hamptons in partnership with SoulCycle and others and a digital blitz featuring influencers, menopause experts and women thriving in midlife.
It all starts with six billboard-sized posters splashed across New York City, featuring images shot by Ben Watts that are intended to reframe midlife not as a crisis but as a reawakening.
“We’re flipping the script on what aging looks and feels like,” Watts said. “Hotter Than Ever is more than a campaign – it’s a cultural movement. With this launch, we’re taking the conversation to the streets, putting our manifesto front and center, and showing up for women in a way that’s unapologetic, visible and fun.”
In tandem with the campaign, Stripes is throwing in a limited-edition Hotter Than Ever hat with any purchase over $100.
“Visibility is power, and this campaign brings Stripes into public spaces in a disruptive and celebratory way,” Stripes president Cara Kamenev said. “From our bold outdoor creative to the upcoming Hamptons pop-up and the Top 10 Women List, we’re creating opportunities for women to feel seen and celebrated – because being Hotter than Ever isn’t just about looking hot, it’s about owning your story and your power.”
The campaign follows growing momentum in the women’s health space, underscored by the recent Athletech News Innovation Summit, where a powerhouse panel of female leaders, including Alchemy Leadership Lab CEO Brynn Scarborough, Dr. Jessica Shepherd (Pvolve, Hims & Hers), Dr. Tania Elliott (Modern Medical) and Dr. Gloria Winters (YMCA of the USA), called for better representation.
Beyond spreading its bold message, Stripes is also building authority. Earlier this spring, the brand expanded its expert advisory board with two leading voices in women’s sexual health: Dr. Cindy Meston, a researcher in female sexual function and Dr. Somi Javaid, a board-certified OB/GYN and founder of HerMD.
The brand has also forged a partnership with Equinox Hotels which includes an innovative spa treatment circuit, curated in-room offerings and signature retail products.