Knix, a leading intimates apparel brand, has launched a new campaign titled “The Invisible Period,” focusing on breaking barriers and ending the stigma surrounding perimenopause. This initiative, announced on November 7, 2023, is the brainchild of Joanna Griffiths, Knix’s Founder and President. The campaign is designed as an artistic manifesto, aiming to bring visibility to perimenopause, a significant yet often ignored phase in a woman’s life.
Perimenopause, the transitional period leading up to menopause, remains a taboo topic in many circles. This lack of conversation leaves many individuals feeling unprepared and uninformed about this critical life stage. Through “The Invisible Period,” Knix seeks to fill this knowledge gap, supporting women from their first to their last period.
“The Invisible Period” campaign aims to foster awareness through education and open conversation. Knix has collaborated with experts like OBGYN Dr. Ali (The Latina Doc), Psychiatrist Dr. Judith Joseph, Women’s Health Expert Amanda Thebe, and Sexologist Dr. Jess O’Reilly. These partnerships are integral to the campaign, offering insights into the over 34 different symptoms associated with perimenopause, ranging from physical to emotional changes like hot flashes, brittle nails, insomnia, and vertigo.
The campaign’s creative aspect emphasizes the biological clock and the various life stages, using abstract visuals to portray menopause symptoms. It aims to break the taboo and encourage open discussions about perimenopause, promoting empowerment and community.