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Midlife Crisis, the path to authentic empowerment?

Exploring the underlying dimensions of Life Transitions



In our latest series of "conversations" with consumers, we aim to delve deeper than ever before, exploring the underlying dimensions that shape the narratives shared during interviews and observations gathered over limited timeframes. This approach provides us with a richer, more nuanced understanding of consumer behavior and decision-making processes, especially during pivotal life-stage transitions.

Life-stage transitions, characterized by heightened uncertainty and significant anxiety, present a unique challenge in discerning consumers' true desires. These periods of change make it especially challenging for individuals to articulate their needs and wants accurately, a hurdle that our client—a beauty brand dedicated to offering InsideOut solutions for diverse beauties—sought to overcome.


 Our goal was to assist this emerging brand in expanding its portfolio in a way that genuinely resonates with women navigating the complexities of this life stage.


Unpacking the Midlife Crisis

At its core, the midlife crisis is a period of introspection and re-evaluation. For many women, after years of dedication to their careers and nurturing as mothers, there remains an elusive sense of fulfillment. Feelings of guilt, anxiety, and the persistent need to prove their worth and continually reinvent themselves, compound the challenges posed by hormonal changes.  Such realisation can induce feelings of discontent, restlessness, and a desire for change.

However, it is precisely these emotional upheavals that can pave the way for a deeper understanding of oneself and one's desires. It's when a Journey Towards Self-Discovery becomes prioritary. It can manifest as a quest for meaning, a pursuit of long-neglected passions, or a desire to forge new connections and redefine existing relationships. This period of flux encourages women to confront and embrace their authentic selves, shedding societal expectations and personal illusions that no longer serve them.

Empowerment through Re-evaluation

The concept of empowerment in the context of a midlife crisis is twofold. Firstly, it involves gaining clarity about one’s values and the courage to live in alignment with them. This may entail making bold decisions that reflect one’s true priorities, such as career changes, lifestyle adjustments, or personal development pursuits. Secondly, empowerment is realised through the embrace of vulnerability. Acknowledging one’s fears, insecurities, and the impermanence of life can foster a sense of resilience and a deeper appreciation for the present moment.


The Role of Altered States of Consciousness

For this project, we applied projective exercises and our methodology "Dis-Connect".

The initial conversation confirmed the journey towards self-discovery, the tension between fascination and fear, some level of nostalgia and sadness and great deal of fatigue related to the social expectations in this era of "ageing gracefully".

Women clearly need to find a way to let go and to embrace freedom, and to allow themselves just to "be", without having to "do" and "hold" as they are used and expected to. It's for them the moment for "self-love", but it takes time and effort to really adopt such new attitude.

Yet, after entering into altered states of consciousness, the insights were of a different sort.


The Underlying Dimensions of Life Transitions

Navigating a midlife crisis unfolds across multiple dimensions of self-discovery, encompassing fluidity, intuition, balanced femininity, freedom, spirituality, connection, and the nurturing of moments for renewal.

Thus, a midlife crisis becomes an opportunity to:

  • Redefine and embrace femininity in its fullness.

  • Recognize the inherent simplicity of life, a truth we often overlook.

  • Place intuition and spontaneity at the core of our inherent strength.

  • Cultivate and affirm simplicity in our lives.

  • Assert one's rightful place and the fundamental right to exist.

  • Explore a renewed form of strength that is gentle, peaceful, embodied, unified, anchored, affectionate, compassionate, and luminous.

  • Foster gratitude, celebrating one's journey, accentuating its significance, and asserting its value.

  • Acknowledge that we possess all we need to take action and savour life at every moment, guided by our intuition, with no need for external validation.

  • Embrace openness, receiving the gifts of life, unveiling them, and forging new bonds.

  • Reconcile with ourselves, our narratives, and those who have journeyed alongside us.

  • Craft a new definition of confidence that embraces a multitude of choices, achievements made with calm assurance, the embrace of life's flow, and harmony with all aspects of existence.

At its heart, joy becomes the driving force, the ultimate aim, and the definitive resolution of the journey through a midlife crisis, offering a profound reconnection with the essence of who we are.


Conclusion: leveraging joy and simplicity

Women today are have the choice to turn a pivotal moment of opportunity—a chance to embark on a path of authentic empowerment.

It challenges individuals to confront their deepest fears and desires, to reassess their life's direction, and to embrace the complexities of their true selves. Through this transformative process, midlife becomes not a crisis but a gateway to living a life of profound joy, balance, and fulfilment, rooted in the powerful simplicity of being one’s authentic self.


Beauty brands, such as ITABÜ, possess a unique opportunity to redefine their engagement with customers by offering experiences centered on simple joy, which are more relatable and credible than the elusive promise of eternal youth.

By focusing on genuine well-being it's possible to establish a meaningful connection. This approach not only aligns with contemporary values of self-acceptance and mindfulness but also addresses the growing desire for products and services that celebrate real beauty at every stage of life.

Through this shift, beauty brands can foster a community grounded in trust and mutual respect.



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