Thanks to a new ad campaign released this month by the Kimberly Clark Corp.’s feminine hygiene brand, Kotex, it appears as if the commercial industry is finally taking steps to destigmatize “that” time of the month.
Since the beginning of feminine hygiene ads, the 1920s, period products were branded as “discreet” or represented as blue, not red. Polling 1,500 women and 500 men across the United States, the study revealed that there’s still a lot of shame surrounding this aspect of female health. According to this study 43 percent of women experience period-shaming. One-in-five state that they have experienced this kind of shaming due to the comments of a male friend. The study doesn’t stop there, though.
This period-shaming doesn’t end with the initial comment, however. The THINX study showed that due to period-shaming 58 percent of women have felt embarrassment when on their period, 73 percent have hidden menstrual hygiene products up their sleeves or in their pockets before using them, and 29 percent have cancelled plans because of their period.
In 2019, Libra released ads depicting realistic-looking blood on both women and period pads. Though the ad did not breach industry standards, it prompted hundreds of viewer complaints, bringing the ad to the attention of the country’s regulators.
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