bonprix launches new podcast targeting women over 40

Fashion company bonprix launched a new video podcast titled "Ladies Room" on September 28. The series targets women aged 40 and over, exploring their life realities through personal conversations.

The podcast features journalist and host Paula Lambert interviewing well-known guests in three episodes. Guests include choreographer Nikeata Thompson, TV presenter Milka Loff Fernandes, and actress Wolke Hegenbarth. Discussions cover topics such as body image, relationships, motherhood, career, self-determination, and societal expectations.

According to Dr. Nicolai Johannsen, Chief Marketing Officer at bonprix, "Ladies Room" is an extension of the company's cultural marketing approach. The initiative aims to understand and reflect the interests and perspectives of its core demographic: women aged 40 to 60. This continues the brand's communication strategy, exemplified by the "Forty & Fabulous" campaign celebrating its 40th anniversary, which focused on making diverse female life experiences visible.

The name "Ladies Room" is intended as a metaphor for a space where women often engage in more open and personal conversations. Episodes are available on bonprix's YouTube channel and major podcast platforms, produced by Le Berg in collaboration with the agency Kemmler Kemmler.