CROMWELL, Conn. — i-Health on Monday unveiled its Estroven Weight Management, a supplement specifically formulated to address the physical changes of menopause plus deliver on a core benefit of helping peri/menopausal women manage their weight as they go through this stage of life.
As women enter menopause, estrogen levels in their body decrease, which factors into why many women find their weight more difficult to manage. “For many women, one of the most unexpected aspects of menopause is the sudden shift in weight,” stated Shari Brasner, Estroven spokeswoman. “Because the menopausal body decreases its production of estrogen, the processes involving insulin, leptin, ghrelin, serotonin and neuropeptide Y are affected. Estrogen influences energy expenditure as well as food intake, and as levels of this hormone decline, processes in the body that regulate weight also change.”
To combat this phenomenon, the ingredients in Estroven Weight Management, black cohosh and Synetrim CQ, a proprietary extract of Cissus quadrangularis, balance declining serotonin levels to help safely manage weight. Like other products in the Estroven line, Weight Management also includes clinically-proven soy isoflavones to help reduce hot flashes and night sweats.
“The formulation of Estroven Weight Management is in direct response to the overwhelming consensus from perimenopausal and menopausal women on the daily frustrations of managing their weight … on top of dealing with other symptoms,” stated April Mills, marketing director at i-Health. “We’re pleased to be able to offer the only retail product developed with naturally-sourced ingredients to provide safe, multi-symptom menopause relief for hot flashes and night sweats, plus weight management so women can ultimately feel like themselves again.”
Estroven Weight Management has a suggested retail price of $21.99.
i-Health will be supporting Estroven Weight Management with dedicated TV Creative on targeted cable programming such as Dr. Oz, The Food Network, HGTV, Lifetime, OWN and TV Land. There will also be a print campaign through Better Homes & Gardens, Good Housekeeping, Ladies Home Journal, Prevention and Woman’s Day magazines. And in addition to online banner ads, i-Health has developed an online destination Changing Ways where consumers can follow six bloggers who are on their eight-week journey trying new Weight Management and receive expert fitness and nutrition advice along with a $5 coupon to start their own journey. i-Health will also be supporting the launch with national and digital FSIs featuring a $3 coupon to incent trial.