Blog Post:
For centuries, menstruation has been a taboo subject in many cultures. It was not openly discussed, and women were often made to feel ashamed of their periods. However, with the rise of consumerism in the 20th century, companies saw an opportunity to capitalize on women’s monthly cycle. This led to the emergence of period advertising, which has evolved over the years to become a multi-million dollar industry. In this blog post, we will take a closer look at the history of period advertising and how companies have marketed to women throughout the years.
The Early Years:
Before the 20th century, there was very little advertising specifically targeting menstruation. Most women used homemade or reusable cloth pads, and there was not much of a market for menstrual products. However, in the late 1800s, the first disposable sanitary pads were introduced in the US by Johnson & Johnson. These pads were made of cotton and were held in place by a belt. While the company did advertise their product, they used vague terms such as “feminine hygiene” and “monthly needs” to avoid mentioning menstruation directly.
The 1920s-1940s:
In the 1920s, Lister’s Towels (now known as Kotex) became the first company to use the word “period” in their advertising. This was a significant step forward in breaking the taboo surrounding menstruation. They also started using female models in their ads, instead of the traditional drawings or illustrations. However, these ads still focused on discretion and cleanliness rather than the actual process of menstruation.
During the 1930s and 1940s, period advertising shifted to focus on the fear of odor and the need for discretion. Companies like Modess and Tampax marketed their products as a way for women to maintain their femininity and not let their period hold them back from their daily activities. They also started using euphemisms such as “time of the month” or “monthly visitor” to avoid using the word “period.”
The 1950s-1970s:
The 1950s saw a significant shift in period advertising, with companies targeting a younger audience. Ads began to appear in magazines like Seventeen and focused on the idea of “freedom” and “no more worries” during menstruation. Companies also started using celebrity endorsements, with famous actresses like Lucille Ball and Carol Burnett promoting menstrual products.
The History of Period Advertising: How Companies Have Marketed to Women Throughout the Years
In the 1960s, the birth control pill was introduced, and this had a significant impact on period advertising. Companies started marketing products as a way for women to have more control over their menstrual cycle and even suggested that women could skip their periods altogether. This was also the time when the first tampon commercials appeared on television, featuring women playing sports and being active during their periods.
The 1980s-2000s:
In the 1980s, period advertising became more focused on selling the idea of a “perfect” period. Ads for sanitary pads and tampons showed women in white clothing, suggesting that their products could keep women clean and comfortable during their periods. The use of celebrity endorsements also continued, with stars like Brooke Shields and Cindy Crawford appearing in ads for menstrual products.
In the 2000s, period advertising began to change again, with companies shifting their focus to the environmental impact of disposable menstrual products. This led to the rise of organic and eco-friendly brands, such as Natracare and The DivaCup. These companies marketed their products as a more natural and sustainable option for women.
Modern Day:
Today, period advertising continues to evolve, with companies becoming more inclusive and diverse in their marketing strategies. Ads now feature women of all shapes, sizes, and backgrounds, breaking away from the traditional image of a white, heterosexual woman. Companies have also started to address the issue of period poverty, with campaigns to provide free menstrual products to girls and women in need.
However, period advertising is not without its controversies. Many ads still perpetuate the idea of a “perfect” period, and some have been accused of body-shaming or using period blood as a marketing tool. Additionally, the luxury tax on menstrual products has been a contentious issue, with many advocating for it to be abolished.
In conclusion, the history of period advertising reflects the changing attitudes towards menstruation and how companies have used it to sell their products. From the early days of vague language and discretion to the modern-day focus on inclusivity and sustainability, period advertising has come a long way. While there is still room for improvement, it is clear that the marketing of menstrual products has had a significant impact on women and their perceptions of their periods.
Summary:
Period advertising has a long and complex history, reflecting the changing attitudes towards menstruation over the years. From the early days of vague language and discretion to the modern-day focus on inclusivity and sustainability, companies have used various strategies to sell menstrual products. Today, period advertising is more diverse and inclusive, but it is not without its controversies.