Celebrating Holland & Barrett's Placement for Customer Experience in Campaign's 2023 Lists

We are thrilled to announce that Holland & Barrett, in collaboration with Carat’s brilliant team in Manchester, has been recognised in Campaign Magazine's 2023 Lists feature, securing a spot in the Top 5 campaigns for Customer Experience. This acknowledgement is a testament to Holland & Barrett's unwavering commitment to making a positive impact on customers' lives.

Every Menopause Matters – Reaching Women Across All Communities

Holland & Barrett is leading the charge with their 'Every Menopause Matters' initiative, ensuring menopause support reaches women from all walks of life. In the past year, they've gone above and beyond, training over 4,000 store staff to recognise and address menopause symptoms, particularly focusing on underserved communities often left out of these crucial conversations.

Recognising the disparity in menopause support, especially for women from Black, Asian, and minority ethnic backgrounds (source: H&B research conducted by YouGov)*, Holland & Barrett has made inclusivity a cornerstone of their campaign. They are determined to break down the barriers preventing these women from receiving the assistance they deserve.

Their 30-second visual ad, a first in 18 months, features women sharing their personal menopause journeys, representing diverse backgrounds. Taking it a step further, a 15-second fully Hindi edit was produced and then targeted through YouTube and paid social to those with phone or social media language settings set to Hindi.

In a ground-breaking move, Holland & Barrett became the first retailer to offer a free, multi-language menopause online consultation service. Trained menopause advisors now provide support in languages such as Hindi, Urdu, Gujarati, and Punjabi. This initiative not only addresses language barriers but also shatters the stigma surrounding menopause, making crucial support accessible to all. 'Every Menopause Matters' is not just a campaign—it's a transformative force ensuring that every woman, regardless of background, receives the support she needs during this significant life stage.

* These figures are from YouGov Plc. Total sample size was 772 40+ Female BAME respondents, out of which 650 respondents are in any menopausal period or are unsure. Fieldwork was undertaken between 30th May - 7th June 2023.  The survey was carried out online. The figures have been weighted to be representative of GB BAME women aged 40+.

A Touch More Fun, a Lot More Meaningful

Holland & Barrett's campaign goes beyond the conventional realms of customer experience. It transcends marketing to become a meaningful movement that addresses a critical aspect of women's health. By championing the cause of menopause awareness and support, the retailer has not only made a positive impact on individual lives but has also contributed to fostering a culture of inclusivity and understanding.

Celebrating Success, Inspiring Change

Securing a spot in the Top 5 campaigns for Customer Experience in Campaign Magazine's 2023 Lists is a testament to Holland & Barrett's forward-thinking approach and dedication to customer well-being. This recognition is not just an accolade but a celebration of the positive change that can be achieved when businesses prioritise the diverse needs of their customers.

As we celebrate this success, let's also reflect on the broader significance of Holland & Barrett’s campaign—a reminder that meaningful initiatives can bring about positive change, making our world a better place for everyone.

Congratulations to all involved in this brilliant campaign for this well-deserved recognition!