Menstruation, a natural physiological process experienced by millions of women and girls worldwide every day, has long been surrounded by stigma and cultural taboos. Over the past century, the marketing of feminine hygiene products has evolved significantly, reflecting changes in societal attitudes and advances in product innovation. This article combines insights from various sources to explore how marketing strategies for menstrual products have shifted from promoting "feminine hygiene" to advocating for menstrual equity, highlighting lessons for corporate innovators.
"Out for Blood: Feminine Hygiene to Menstrual Equity" is an exhibition that showcases the 100-year journey from the euphemistic concept of "feminine hygiene" to the modern fight for menstrual equity. Displayed at the Schlesinger Library’s Lia and William Poorvu Gallery, the exhibition features items from the Library’s collections, documenting the evolution of menstrual product marketing and societal attitudes towards menstruation.
In the early 20th century, products like Zonite and Lysol were marketed as essential for "marriage hygiene," promoting harsh antiseptics for vaginal cleanliness. The marketing of early disposable menstrual pads, often sold in plain wrappers, perpetuated the silence and stigma surrounding menstruation. Pamphlets from this era depict young girls transforming into dainty women, emphasizing societal expectations of feminine purity and modesty.
The feminist movement brought significant changes, as highlighted by the inclusion of the Boston Women’s Health Book Collective’s "Our Bodies, Ourselves," first published in 1970. This self-affirming guide played a pivotal role in women's health activism, promoting awareness and acceptance of natural bodily functions. The narrative deepens with discussions on toxic shock syndrome, feminist poetry, and art, all contributing to the growing discourse on menstrual equity.
Today's menstrual equity movement aims to educate against silence and stigma, advocating for equitable access to safe menstrual products. The exhibition brings this movement to the forefront, highlighting ongoing efforts to normalize menstruation and ensure all menstruators have access to necessary products.
Corporate leaders can learn from the success of social ventures that have disrupted the menstrual products market by addressing stigma head-on. For example, Thinx has revolutionized the market with period panties, promoting their products through candid discussions about menstruation and bodily functions. Established brands can benefit from similarly embracing stigmatized issues, enhancing their societal impact and building meaningful connections with stakeholders.
Creating environments where open conversations around stigmatized issues are encouraged can normalize the topic and make it more accessible for innovation and growth. Lunette, a menstrual cup brand, uses explicit verbal and visual communication in their marketing campaigns to normalize discussions about periods.
Example: Always' "Like a Girl" campaign redefined what it means to do something "like a girl," promoting confidence and breaking down gender stereotypes. The campaign's inclusive and empowering message resonated with a wide audience, contributing to positive social change.
Collaborating with purpose-driven organizations can enhance a firm's social impact and credibility. Partnerships with social enterprises focused on menstrual equity, like those studied by Erasmus University and Vrije University, provide opportunities for established brands to learn and grow.
Example: Procter & Gamble's partnership with PERIOD aims to provide menstrual products to those in need and advocate for menstrual health education. This collaboration enhances P&G's social impact and supports their commitment to equity and inclusion.
Integrating initiatives that challenge societal stigma into a company’s CSR program can drive positive social change and enhance brand reputation. Companies should consider adding stigma-debunking efforts to their corporate social responsibility agendas.
Example: Kotex's "She Can" initiative supports women in achieving their goals, promoting menstrual health education, and breaking down period stigma. This initiative aligns with Kotex's CSR goals and reinforces their commitment to empowering women.
Here are some illustrations of marketing menstruation that has worked well.
Campaign Overview
Thinx revolutionized the menstrual product market with their period panties, offering an innovative alternative to traditional pads and tampons. Their marketing strategy includes open discussions about menstruation and bodily functions, using bold and unapologetic messaging to normalize periods.
Campaign Overview
Clue, a menstruation tracker app, uses data-driven insights to help women understand their menstrual cycles better. Their marketing emphasizes education and empowerment, providing valuable information about reproductive health. Clue's campaigns often feature testimonials and real-life stories, making the conversation around menstruation more relatable and less stigmatized.
Campaign Overview
Lunette’s marketing strategy includes explicit verbal and visual communication to normalize discussions about periods. They use social media platforms to share educational content and personal stories, helping to break down the stigma associated with menstrual cups. Their campaigns focus on sustainability and empowerment, resonating with environmentally conscious consumers.
Campaign Overview
Ruby Cup’s unique “Buy One, Give One” model ensures that for every menstrual cup purchased, one is donated to a girl in need. This social entrepreneurship approach not only addresses menstrual health but also promotes education and empowerment. Ruby Cup's marketing emphasizes the social impact of their products, encouraging consumers to support menstrual equity.
Despite anticipating some controversy and potential censorship, these innovative campaigns aim to spark necessary conversations about women's health. By normalizing terms like "menstruation" and "vagina," these campaigns strive to destigmatize women's sexual health and bring attention to critical issues.
The evolution of menstrual product marketing from euphemistic "feminine hygiene" to bold menstrual equity campaigns reflects broader societal changes. By embracing stigmatized issues, promoting diversity and inclusivity, exploring partnerships with social enterprises, and integrating stigma-debunking initiatives into CSR agendas, corporate leaders can drive positive social change and disrupt other taboo markets. The success of campaigns like those from Thinx, Clue, Lunette, and Ruby Cup demonstrates the power of purpose-driven marketing to challenge norms and advocate for equity.
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