Davina turns her menopause into a money-spinner by trademarking her ‘new’ word... MENOPAUSING
DAVINA McCall is turning her menopause into a brand by trademarking the word ‘Menopausing’ as part of her bid to end the taboo around the subject.
As well as using the word for the title of her new book, due to be released next May, she has also applied to the Intellectual Property Office for the rights to use it on goods, including lotions, scented candles, nutritional supplements, books and kitchenware.
The 53-year-old TV presenter has previously insisted that her forthcoming tome is ‘more than just a book, it’s a movement’.
Her application could also see her launch her own podcast as she has applied to trademark the name for digital and television content.
The Long Lost Family host insists the move is not to make money out of the menopause but more about raising awareness. A source close to the presenter said: ‘Davina wants to stop this taboo. Women have suffered in silence for centuries as they have endured the menopause.
‘Enough is enough. She hopes that Menopausing will open a conversation and create a hub for women to share.
‘Menopausing is a word that hopefully women can notice and discuss the issue around.’
Last month, the mother of three revealed that she had teamed up with GP and menopause expert, Dr Louise Newson, to write the book.
Through Ms McCall’s website, women have been encouraged to share their experiences of the menopause as part of the research.
At the time, Ms McCall said: ‘It seems crazy that every night us women have to take to social media to ask each other questions and share information… because there is nowhere for us to turn.
‘I want us to keep talking, and to create a home for our menopausing community so no woman feels alone in her experience. No one should ever have to suffer in silence.’
The book follows on from the success of the Channel 4 documentary Ms McCall presented alongside Dr Newson back in May called Sex, Myths And The Menopause.
It was hailed a triumph by Dr Edward Morris, president of the Royal College of Obstetricians and Gynaecologists, who said at the time: ‘We are pleased there will be a documentary on prime-time television highlighting the menopause and the challenges women face accessing support.
‘The menopause will affect every woman at some point in their life and should not be viewed as a taboo subject.’
Ms McCall has also been open on social media about her hormone replacement therapy routine in an effort to help destigmatise the treatment.
‘Did you know testosterone is an enormously important woman’s hormone as well?’ she said in one post. ‘My testosterone was low and I take a pea-sized bit of testosterone and I rub it on my thigh at the same time as I do all my other hormones.’ The subject of menopause has become big business in recent years and is estimated to be worth an annual £425billion globally.
Gwyneth Paltrow, who was one of the first to sell menopause vitamins, encouraged her 7.5million Instagram followers to buy her wellness and lifestyle brand Goop’s Madame Ovary supplements.
The 48-year-old Hollywood actress told fans she used the £75-a-month pills to manage her own perimenopausal symptoms.