News
Jennifer Takhar co-edits a landmark volume on the marketisation of the menopause
Associate Professor at SKEMA Business School and a specialist in cultural transformations in consumer behaviour, Jennifer Takhar has co-edited a collective volume on a topic still largely overlooked in marketing: the menopause. Published by Routledge as part of the Key Issues in Marketing Management series, the book analyses how this biological phenomenon is becoming a strategic focus for brands, investors, and the wellness industry.
This collective volume on the marketisation of the menopause, published in the Key Issues in Marketing Management series, brings together international scholars to explore a new frontier in marketing. It examines the economic and cultural dynamics shaping this emerging market, still deeply influenced by normative representations of ageing and femininity. As investors and wellness brands increasingly turn to this evolving marketing space, the book offers a critical assessment of the latest menopause-related trends and shifting consumer preferences.
The chapters explore the growing presence of public figures engaging with the subject — from influencers and celebrities to activists — as well as new advertising narratives that seek to challenge taboos while redefining audience expectations. Topics such as biomedical innovation, feminist rebranding, and representations of the ageing female body are also discussed.
A member of the Marketing Interactions (MINT) research centre and SKEMA’s Transformation Academy, Jennifer Takhar continues her work on consumer culture, biotechnology markets, and resistance movements. She holds a PhD in Social Sciences from Sorbonne University (2008) and sits on the editorial boards of the Journal of Customer Behavior and the Journal of Marketing Management.
Discover Jennifer Takhar’s latest publications
A symposium scheduled
To mark the publication of the book, an international research symposium entitled The Marketisation of the Menopause and its Discontents will be held on 25 September 2025 at 12.30pm on the IAE Lille campus "Vieux-Lille", co-organised by the MINT research centre and the Marketing Department of the University of Lille. Jennifer Takhar will speak alongside Professor Anna Schneider-Kamp (University of Southern Denmark), as part of a panel bringing together international scholars working on the marketing and consumption of the menopause transition.
