Bensons for Beds has forged a new partnership with GenM to highlight menopause-friendly products.
Bensons’ iGel NanoTech Graphene Mattress range has been accredited with GenM’s MTick: the shopping symbol to signpost menopause friendly products, designd to instil in customers confidence to shop products that can support any one of the 48 menopause signs. The collaboration will give visibility to Bensons’ menopause-friendly ranges in-store, online and through brand communications, as well as in-store customer support to help shoppers find products to best support their menopause needs.
‘We are delighted that Bensons for Beds has joined the GenM Collective, united to bring visibility to menopause-friendly products that can give millions of women a better night’s sleep and therefore, a better lived experience of their menopause. We know through our independent and credible research that night sweats are one of the more commonly experienced menopause signs, so having bedding which is proven to support with these signs could truly be game-changing for women. Through its sleep expertise, it has created a truly standout product in the iGel NanoTech Graphene range of mattresses, and we’re delighted that with the MTick, we can bring visibility to these products for menopausal women,’ says Heather Jackson, GenM ceo and co-founder.
‘We are thrilled to be partnering with GenM, and to have our superb iGel NanoTech Graphene mattress range identified as a product which can help with one of the 48 signs of the menopause, as recognised by GenM. We understand the impact of the menopause on sleep and what this can bring, including night sweats. We hope that through our iGel mattresses and the MTick accreditation, we’ll make these products more accessible and discoverable by consumers, encouraging even more conversation about the menopause,’ says Lisa Richards, Bensons For Beds head of marketing.
GenM is the Menopause Partner for brands and home of the MTick – the universal shopping symbol for menopause-friendly products and signage. With a collective of over 100 partners including Boots, Tesco, Sainsbury’s, Matalan, QVC, TENA, Morrisons, Sanex, Colgate and Charles Worthington, GenM is helping brands and retailers to better understand, serve and respect the currently overlooked and underserved menopausal consumers, a 15.5m audience in the UK and 1 billion globally. Its vision is that the MTick will be as globally recognised as the vegan ‘V’, and GenM is seen as a purposeful B Corp in terms of changing society’s attitude, perception and rhetoric around menopause.
