guardian Malaysia has launched its ‘Embracing Midlife Wellness’ advocacy campaign to help more Malaysian women recognise the early signs of perimenopause, an often misunderstood life stage that could affect an estimated 3.59 million Malaysian women aged between 35 and 49.
This represents approximately 22% of the female population nationwide who may experience perimenopause between now and the next decade.
Many women within this sizeable segment of the population experience serious gaps in awareness, understanding and support on a daily basis. Seeking to better understand these challenges, guardian conducted a qualitative Listening Lab session involving women in both the perimenopause and menopause life stages, in collaboration with the Ministry of Women, Family and Community Development.
The research uncovered widespread misattribution of symptoms, particularly among participants experiencing perimenopause. Hot flushes were often blamed on the weather, acne was linked to stress, migraines were dismissed, and mood changes were viewed as personality flaws.
Support from those closest to the women was also found to be lacking. As one participant shared: “I think the people around us… generally, orang lelaki kat Malaysia ni, aren’t very alert to how perimenopause affects women.”
Perimenopause remains under-recognised and under-discussed.
“Many Malaysian women in their late 30s and 40s are silently struggling with signs they cannot name. This needs to change,” said Priscilla Wu, Managing Director of guardian Malaysia and Brunei.
To improve recognition and encourage greater advocacy around perimenopause, guardian hosted a landmark panel event in the city centre.
The event marked the beginning of the campaign across guardian’s online and offline ecosystem. The special panel discussion raised awareness about the signs of perimenopause, while highlighting the importance of access to trustworthy information and support throughout this significant life stage.
The expert panel featured Dr Premitha Damodaran, Consultant Gynaecologist, Menopause and Women’s Health at Pantai Hospital Kuala Lumpur; Nadhrah Maidin, women’s wellness coach and Pilates instructor; and Dr Lennie Soo, neuro-counselling psychologist and founder of 360 Wellness Hub.
Each panellist brought a unique perspective on the physiological, mental and emotional needs of women going through perimenopause. The intimate discussion was moderated by celebrity television anchor Daphne Iking.
“Too many women spend months – or even years – wondering what’s happening to them, searching for answers, never realising that hormonal changes may be the cause,” said Dr Premitha.
“Earlier recognition of perimenopause leads to earlier support, better care and a better quality of life. No woman should have to face this journey alone or suffer in silence.”
“The women in our Listening Labs told us about their concerns and unmet needs. Perimenopause is not a niche conversation – it is a national one,” said Priscilla.
“As Malaysia’s No. 1 Health and Beauty Retailer, serving millions of shoppers annually, we believe in playing an important role in helping our customers make informed health decisions through trusted expert advice, accessible and accurate information, and curated solutions throughout their life stages.”
Beyond the expert panel, guardian’s nationwide ‘Embracing Midlife Wellness’ campaign will support women across three key dimensions: education, in-store guidance and easier product discovery.
Education will be provided through the Perimenopause Hub, which is accessible through the guardian app and website. Customers can also receive guidance from guardian’s trusted pharmacists and explore dedicated spaces within selected stores.
Product discovery will be made easier both online and in-store through a curated range of MTick®-certified products.
Through the campaign, guardian aims to transform its stores from transactional retail stops into proactive support spaces for women experiencing perimenopause and menopause.
The retailer has also enhanced its online ecosystem through the launch of an educational Perimenopause Hub containing expert-backed information. Its eStore has similarly been updated to feature MTick® certification, making perimenopause and menopause support more accessible and empowering.
“A key enabler of these enhancements is our decision to be part of GenM Collective and the adoption of MTick®,” explained Priscilla.
“MTick® is a universal certification symbol that helps shoppers identify products across categories including vitamins, sleep and heart health, skin health, hair and body odour, and feminine care. These products may support one or more of the 48 signs of menopause.”
Curated selections of MTick®-certified products will be featured within dedicated in-store spaces. Shoppers seeking further information may also consult guardian’s trusted pharmacists at its stores.
“To all Malaysian women in their late 30s and 40s, midlife is no longer a time of doubt and silent suffering,” concluded Priscilla.
“The new dawn starts today as we strive to empower you to navigate midlife with confidence.”
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