Menopausal women are a natural part of the target groups of many sports companies. However, very few sports brands take the specific needs of women in this phase of life seriously and develop products tailored to them. Femography powered by $2B apparel giant MAS Holdings, is a design and manufacturing company that is helping global brands address this new target group. With its Absorbent Menopause Leggings, the company is breaking new ground and showing that the sports market has a lot to offer for this target group.
About 80 percent of menopausal women have experienced hot flashes. There are three phases to a hot flash: an intense feeling of heat, excessive sweating, and a chill after the hot flash. Hot flashes are completely unexpected and unannounced and can affect women in any situation. Although it is a natural phenomenon, it is still uncomfortable.
Femography aims to alleviate these challenges with leggings that are suitable for both sports and everyday wear, allowing women to continue to lead an active lifestyle.
At the heart of the Leggings is the patented Anti-flushTM Technology. This means that the leggings are designed to reduce the intensity of the three phases of a hot flash and help keep you cool and dry. The fabric cools the body, quickly wicks away sweat and helps regulate body temperature. It does this by absorbing some of the heat from the first phase and releasing it back to the skin during the final phase of the hot flash when the body goes into a post flush chill.
The patented Absorbent Gusset Technology - a leak-proof, absorbent gusset in the crotch - acts as a fluid barrier and helps with incontinence and irregular bleeding, other prevalent symptoms of menopause. The gusset is made of a moisture absorbing material and a hydrophobic and stain resistant mesh layer in a contrasting color, combined with odor control and anti-bacterial properties that further enhance comfort and provide the wearer confidence.
Ensuring that the leggings are built with a key purpose, blending fashion with function, Femography has worked closely with the Hohenstein Institute in Germany for product testing and validation. The Anti-flushTM technology was tested in a clinical study conducted in collaboration with three universities in the UK (University of Leicester, University of Bristol, Open University of London). In addition, the products have been tested and approved by women, including doctors, mothers, bloggers, and athletes, each going through different stages of menopause
Soon to be launched in a variety of aesthetic colors and sizes from XS to 4XL, Femography offers not just the Absorbent Menopause Leggings, but also an array of menopause underwear including bras, panties shorts and much more, that complete your activewear outfit, available via Become, Femography’s direct-to-consumer brand.
- New, specific product for a new target group
- Highly functional solution to a taboo problem
- Scientifically backed and tested functionality