Stripes Beauty, the pro-aging beauty and wellness brand founded by Naomi Watts, turned up the summer heat with the launch of its most powerful and visible campaign to date.

The Hotter Than Ever campaign acts as a bold cultural call to action that reframes midlife not as a crisis, but as a reawakening. 

The campaign’s manifesto declares that midlife isn’t an ending or a dry spell – it’s the moment women step into their fullest potential: vibrant, visible, and unapologetically alive. 

Naomi Watts, Founder and Chief Creative Officer of Stripes Beauty, said, 

“Hotter Than Ever is more than a campaign – it’s a cultural movement. With this launch, we’re taking the conversation to the streets, putting our manifesto front and center, and showing up for women in a way that’s unapologetic, visible, and fun.”

This is Stripes’ first-ever guerrilla marketing campaign, activating three high-traffic locations across SoHo from June 17-24. 

The campaign features six large-scale posters, with images from Ben Watts, designed to spark conversation, drive awareness, and redefine what it means to thrive in midlife.

Stripes is also offering a limited-edition “Hotter Than Ever” hat as a gift, encouraging women to wear their boldness with pride.

Cara Kamenev, President of Stripes, added,  

“From our bold outdoor creative to the upcoming Hamptons pop-up and the Top 10 Women List, we’re creating opportunities for women to feel seen and celebrated – because Being Hotter than Ever isn’t just about looking hot, it’s about owning your story and your power.”

Key campaign highlights include:

• OOH Campaign in SoHo (June 17-24): Featuring six large-scale posters across three prime NYC locations.
• Summer Sampling + Pop-Up Series: Exclusive activations in the Hamptons in partnership with SoulCycle and more.
• “Hotter Than Ever” Spotlight: Featuring 10 inspiring women redefining midlife, sharing personal stories that embody the campaign ethos across Stripes’ digital platforms.
• Influencer / KOL Engagement: Top influencers, menopause experts, and women thriving in midlife to participate in a cultural call to action with social content.
• Limited-Time Only Hats: Gift with purchase of $100+ on StripesBeauty.com for a limited time only.

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