Flo

Context

Flo wanted a strategy that reflects how women talk (and don't talk) about perimenopause and menopause in different markets - especially the differences between France, Germany, and the US.

What I Did

• •Researched market context, language, and cultural barriers
• •Identified gaps in symptom awareness and common misconceptions
• •Built a messaging framework and creative territories by market
• •Translated insights into platform-native concepts, hooks, and content formats

Strategy

A market-aware creative framework designed for performance and relevance: Education that doesn't feel clinical - simple, relatable "signs you didn't know" formats. Humor that builds empathy - light, relatable moments that help normalize symptoms without mocking or belittling women. Myth-busting and reassurance - "it's not just stress" style reframes, localized by market.