# Youthful Menstruation Medications Midol's Refreshed Identity Appeals to Millennials & Gen Z By Laura McQuarrie | Published 2020-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/midol References: [thedieline](https://thedieline.com/blog/2020/4/28/midol-refreshes-brand-in-an-appeal-to-millennials-and-gen-z-consumers) Midol is an over-the-counter medication that was created to offer relief from menstrual symptoms and it is now introducing a fresh new look to appeal to a new generation of consumers. Midol was initially positioned as a product for head and tooth pain relief but it began to be marketed as a solution for alleviating period discomfort in 1938. Now, Midol is appealing to Millennials and Gen Z with bold, memorable packaging that helps to clarify its message and benefits. The redesigned product boasts a bright yellow background and different accent colors to represent different formulas like Complete, Complete Caffeine-Free or Long Lasting Relief to soothe minor muscle aches and pains. The updated packaging is more than about new aesthetics, as the strong graphics also subtly communicate new attitudes on womanhood and women’s health. Image Credit: Bayer ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 54% | Activity: 52% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Refreshed Packaging for Menstrual Medications:** The redesigned packaging of menstrual medications presents an opportunity for companies to appeal to younger generations and communicate new attitudes on women's health. - **Targeting Millennials and Gen Z:** Marketing menstrual medications towards Millennials and Gen Z consumers can lead to increased brand engagement and loyalty. - **Emphasizing Women's Health:** Highlighting the benefits of menstrual medications for women's health can create a disruptive innovation opportunity in the healthcare industry. ### Sectors Adopting This - **Pharmaceutical Industry:** The pharmaceutical industry can explore the potential of refreshing packaging for menstrual medications to cater to younger consumers and boost sales. - **Consumer Goods Industry:** The consumer goods industry can capitalize on targeting Millennials and Gen Z with menstrual medication products by designing packaging that resonates with their aesthetic preferences. - **Healthcare Industry:** The healthcare industry can embrace the opportunity to emphasize and promote women's health through menstrual medications, catering to the needs and preferences of female consumers. ## Related on Trend Hunter - [Empowering Menopause Campaigns](https://www.trendhunter.com/trends/live-your-best-menopause.md) - [Women-Supporting Functional Food Brands](https://www.trendhunter.com/trends/old-mill-goods.md) - [Gen Z-Targeted Contraceptives](https://www.trendhunter.com/trends/millennial-gen-z-contraceptives.md) - [Multi-Symptom PMS Medications](https://www.trendhunter.com/trends/o-positiv-flo-pms-complete.md) - [Period Care Campaigns](https://www.trendhunter.com/trends/honey-pot.md) - [Millennial-Targeted Toothpaste](https://www.trendhunter.com/trends/sensodyne-nourish.md) - [Stigma-Reducing Period Brands](https://www.trendhunter.com/trends/wholesome-branding.md) - [Youthfully Vibrant Sodas](https://www.trendhunter.com/trends/mirinda.md) - [Menstrual Wellness Refreshments](https://www.trendhunter.com/trends/the-cycle-functional-drinks.md)