An Introduction

Vague and repetitive connotations are what hits me when I think about the advertising of feminine hygiene products. Freedom, the ability to jog in slow motion along a beach with my hair blowing in the wind, and stumble across a spontaneous game of volleyball, which without a doubt, I will be invited to join. Secrecy, the safety in the knowledge that nobody will find out I am menstruating, because when a product is that discreet, even I will have trouble finding it in my handbag. Fashion. Because the little cardboard box my tampons come in, has a pattern on it that reflects my vibrant personality, so if it DID happen to fall out of my bag (oh for shame) at least everyone would know that I am hip.

The products are relatively necessary, which gives the advertising more of a concentration on competition between brands than other products. (Relatively, because there are other options for women - but not many women know about them. There are women who swear by these alternatives - they're reusable so they save you money, they don't cause any diseases, and there's no rumours of bleach or aspestos surrounding them. However, women who have heard of the alternatives and still choose to stick with disposables, are most likely grossed out by the "rinse out" factor. (Fair call I say)). Feminine hygiene product companies today have a difficult task on their hands. How to advertise something that everybody is going to buy anyway, to use for something that nobody wants to acknowledge or talk about, in a way that is no longer considered naff and made fun of by thousands of people around the world. Like in this open letter:

Where has the advertising for feminine hygiene products come from? Where is it going? How do advertisers sell something to women that they are going to buy anyway? Why does a tampon need wings? What does volleyball have to do with menstruation? How are feminist ideologies used by advertisers to make women think a specific brand will empower them? Let's find out together!

Please see comments section of this post for a list of recommended reading on this topic.