The Secret of Womanhood

Throughout the history of mankind, womankind have been keeping a deep dark secret. “The average woman will menstruate almost a quarter of her fertile life” and due to the social stigma put on menstruation, women have been ashamed of this naturally occurring process. In male dominated society, the unspoken topic of menstruation has remained a cause for anxiety in women. In many cultures and societies, a woman’s period has historically been viewed as taboo. Evident in religious texts and cultural traditions women were often secluded, thought of to be unclean or poisonous, not allowed to cook, touch plants, have sex, or sleep in the same room as a man during their period.

Although we now understand that biologically, menstruation is one of the woman's reproductive stages, this primitive regard towards menstruation has lead to women's internalized oppression. For example, even today in modernized western countries like the U.S., simply talking about menstruation is considered rude or even disturbing especially in the presence of men. Not surprisingly, this discomfort is reflected in advertisements for feminine hygiene products.

1920's

In the 1920’s, the invention of the disposable sanitary pad manufactured by Kotex faced many challenges in it’s initial presentation to the public. Early advertisements reflect how hesitant people were to simply refer to menstruation so much so that “the prototype ad in around 1920 was centered on men as seen in the tagline ‘To Save Men’s Lives Science Discovered [Kotex]’” which makes no reference to menstruation or what the product actually was.

1940'

In the 1940’s and 50’s, Kotex published puberty and menstruation booklets that sparked discussion between mothers and daughters. Although it seemed that having this discussion was becoming more acceptable it is still evident that during this time menstruation was a personal topic that should only be discussed privately. While Kotex was supporting communication between women, taglines in their advertisements such as, “Kotex has flat, pressed ends that never show…never give away her secret” still suggests that having your period is something to be embarrassed about and should be hidden.

1960's

 In later decades, we see how advertisements reflect women’s position in culture. The rise of feminism is portrayed in advertisements by showcasing the average lives of independent women. Kotex ads in the 60’s and 70’s claiming, “Kotex is confidence” often feature high fashion-like photos. In the 80’s and 90’s, women are often portrayed as active members of society, usually seen playing sports, dancing, or working. These advertisements may seem to support the notion that the discussion of menstruation was becoming accepted in general society; however, they remain ambiguous. The obscurity of these ads are reflected in reality when on television or in movies during a discussion between characters, menstruation is often given a vague nickname like, “Aunt Flow” or “Crimson Tide.” This perpetuates the women’s embarrassment of menstruation.

It was only recently when the U by Kotex campaign aired a commercial that parodies feminine hygiene product advertisements of the past asking, “why are tampon ads so ridiculous?” Their website promotes education by allowing guests to ask questions anonymously with professional assistance as well as supporting peer outreach through discussion boards. This kind of advertising sells more than just products, it is selling morals and values. The U by Kotex campaign is battling the social stigma of having to purchase sanitary pads and similar products by allowing girls to design them, not only making girls feel more at ease but also making it fun. The website encourages girls to “break the cycle” by getting involved with Girls For A Change, an organization that is “empowering girls to create social change... [by] training hundreds of girls across the U.S. to change the conversation around periods and vaginal care. The trainings focus on breaking down myths and stereotypes around women’s health issues and giving girls the tools they need to enact change."

While it seems evident that history, regarding the social stigma put on menstruation, does repeat itself, it is also evident that now, the generation of women and girls of the information age are beginning to ignite social change. Hopefully soon the secret will be out and people, men included, will no longer feel ashamed or embarrassed but rather supportive and accept this naturally occurring physical process.