So last week (and yesterday on Twitter) I was griping about missing out on the panel discussion “That Not So Fresh Feeling: Marketing Embarrassing Products To Women” at HousingWorks in New York. Muchas gracias to Jessica Grose of Double X for taking video and posting them online. This one features all four panelists – Allison Silverman, Susan Kim, Sarah Haskins, and moderator Hanna Rosin. Allison Silverman comments about aspirational tampon ads: “I was struck by all the horseback riding. Things I would never, ever want to do when I was menstruating. I was surprised there was no person comfortably reading a book.”
If you watched the Super Bowl this year, you likely saw the new Dodge Charger ad “Man’s Last Stand.” If not, drop what you are doing and watch it right this minute and sound the gender panic alarm!
There’s a crisis!
Masculinity is endangered! The women are taking over!
Men are-day in and day out–emasculated by the nagging, demanding, self-centered women in their lives and their trivial concerns (vampire lust! hairless sinks! fruit for breakfast! civility toward family members!)
It is so bad out there, apparently, that men need to recapture their manliness by “driving the car (they) want to drive.” (I don’t know what’s more offensive here, women-as-problem or car-as-solution)
The blogosphere and its environs is a-buzz with the work of MacKenzie Fegan who found, in her words, the commercial uh….“oft-putting”. She posted this response. Not sure I would have chosen the same complaints to highlight, but I did cheer with this dig:
“I will get angry and you will ask if it’s that time of the month.”
Crisis? If only there were oneand that tired old excuse for not taking women seriously was on the way out!
NBC New York’s website just announced an upcoming presentation titled “That Not So Fresh Feeling: Marketing Embarrassing Products To Women,” to be hosted by DoubleX (the ladyblog spin off of Slate.com) on February 22. The panel of experts includes Susan Kim, co-author of FLOW: The Cultural Story of Menstruation; Sarah Haskins, creator of Target: Women for Current TV; former “Colbert Report” executive producer Allison Silverman; and Hanna Rosin, co-editor of DoubleX and contributing editor at The Atlantic Monthly.
I’m not sure exactly who is the intended audience for this presentation, but nevertheless I’m disappointed that no one from the Society for Menstrual Cycle Research appears to be on the panel. Consider this an open invitation to any of our readers who will be in New York and able to attend the event to write a guest blog entry about it for re:Cycling.
Details That Not So Fresh Feeling: Marketing Embarrassing Products To Women
February 22, 7PM
Housing Works Bookstore Café, 126 Crosby Street; 212- 334-3324
Free
Asics footwear has developed a new running shoe that accommodates changes in women’s arches across the menstrual cycle. According to the Daily Mail, new research shows that changes in levels of estrogen affect flexibility and the height of the foot’s arch. When estrogen is high, and a woman is at her most fertile, the arch drops. Later in the month, when she is menstruating, levels of the hormone are low and the arch is raised.
So the athletic shoe manufacturer has created a new model of running shoe with with three layers of cushioning below the arch. Closest to the foot is a layer of foam, followed by an air-filled gap and a plastic block. When the woman’s arch is low, the foam is compressed into the gap and when her arch is high the foam fills out. This supposedly assures adequate support throughout the menstrual cycle.
It’s not news that menstrual products are marketed with claims of how well they conceal menstruation. But usually from whom must it be concealed is implied, rather than made explicit. Not so in this new campaign for Whisper in southeast Asia. (Whisper maxi pads are known as Always in the U.S.)
This ad series does seem a little more explicit than those examples, with the men speaking directly to the camera, and the image of the woman wearing the Whisper pad sitting on the man’s shoulders. Can anyone provide a translation of what is being said? The ad is only partially in English.
There are Tupperware parties, Passion Parties, Pampered Chef parties, and…Mirena IUD parties? Yes, apparently these events popped up early last year and were a joint effort from Bayer Pharmaceuticals and the mom marketing site Mom Central.
Then tonight I hosted a party at my house with Mom Central. Mom Central had found me through this blog and asked me if I would be interested in hosting an event sponsored by Mirena. As I welcome any opportunity to sit down with some girlfriends with some free food and drink, I was happy to accept. Before the party started, I walked around nervously, terrified that only a couple of people would show up. We’re all so busy, and I worried that people would end up skipping a strange commercial-sounding event. But one by one, they rolled in and I began to relax.
We had an amazing evening, talking about sex, fashion, and living a simpler life. I realized that we don’t actually spend a lot of time talking about sex and relationships. We laughed a lot but also went home with some great tips.
Word on the street is that Apple is introducing their first tablet computer today. With their usual flourish, they’ve named it . . . wait for it . . . the iPad.
We’re sad to learn that brilliant funnywoman Sarah Haskins is leaving Target: Women (and especially sad that she’s leaving before creating a TW about femcare products). But we still have her fine piece about how birth control is sold to us as period control.
Fortunately, the rest of her archive lives on, on the internet.
The latest magazine ads for Always “Infinity” maxi pads remind me of this old joke:
Two young boys walk into a pharmacy one day, pick out a box of Tampax and proceed to the checkout counter.
The man at the counter asks the older boy, “Son, how old are you?”
“Eight,” the boy replies.
The man continues, “Do you know what these are used for?”
“Not exactly,” the boy says. “But they aren’t for me. They’re for him. He’s my brother. He’s four. We saw on TV that if you use these you would be able to swim and ride a bike. Right now he can’t do either one.”
So if I use Always, will I be able to be a contortionist like the acrobat in the picture? Because right now, I’m pretty sure I can’t do that.
This advert for Tampax appears in the February 2010 issue of Marie Claire, and probably other ladymags as well. It shows tennis star Serena Williams posing in a victory stance with clenched fist in the foreground, while security guards cart off Mother Nature, who is bearing a red-wrapped gift for Serena. The legend printed across the picture reads, “Serena shuts out Mother Nature’s monthly gift”.
As I said previously, I have some ambivalence about these ads. In today’s period-hating cultural climate, it takes some courage for a celebrity to appear in advertisement for a menstrual product. And it’s great to see acknowledgement that an athlete can win contests at any phase of her menstrual cycle (even the Boston Marathon).
But look closely at this ad, and read the copy. What’s missing?
That’s right – there’s no mention of blood or menstruation. The word period, itself a euphemism, isn’t even used. Only the flowery, secretive euphemism “Mother Nature’s monthly gift” represents menses.
And Mother Nature is reduced from the clever, wise-cracking Aunt Flo portrayed here to a kooky sitcom aunt reminiscent of Gladys Kravitz. Who wants to receive her gift?
SMCR and re:Cycling’s own Chris Hitchcock is featured in a menstrual suppression for-and-against article at MSN today. Chris explains why using hormonal contraceptives to stop periods is generally bad idea, except in very limited medical circumstances. Leslie Miller, professor of obstetrics and gynecology at University of Washington, defends the proposition that there’s no reason to menstruate unless one wants to get pregnant.
The article also includes a Consumer Reports video analysis of that annoying Seasonique ad that presents women as split personalities between “emotional” and “logical”. (Because it’s logical to get rid of menstruation – it only makes you emotional, dontcha know.)
Readers should note that statements published in re: Cycling are those of individual authors and do not necessarily reflect the positions of the Society as a whole.
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