Blog of the Society for Menstrual Cycle Research

Hymen Seek; or, Good Blood, Bad Blood

August 18th, 2011 by David Linton

The cultural taboo against male contact with menstrual blood can be traced all the way back to the Biblical book of Leviticus, and there have been various attempts to explain its origins, including the Freudian notion that male avoidance of menstrual blood stems from the fear that blood on the penis evokes fears of castration.

However, the contrary social value that prizes the presence of the hymen and, therefore, the evidence of its having been broken being blood on the penis, suggests a more complicated dynamic.*  James Joyce identified the conflict in the long stream of conscious ramble by Molly Bloom in Ulysses when she reflects on the connections she sees between the blood of her period and that produced by the broken hymen.

I bet the cat itself is better off than us have we too much blood up in us or what O patience above its pouring out of me like the sea anyhow he didn’t make me pregnant as big as he is I don’t want to ruin the clean sheets the clean linen I word brought it on too damn it damn it and they always want to see a stain on the bed to know youre a virgin for them all that’s troubling them theyre such fools too you could be a widow or divorced 40 times over a daub of red ink would do or blackberry juice no that’s too purply. . .

Today, rather than resorting to red ink or berry juice, as Molly Bloom suggests, women who can afford a surgical solution can purchase a hymen reconstruction operation.  But for those with fewer resources there are available fake hymen kits marketed under the name Joan of Arc Red.  Aside from the unfortunate image of poor Joan of Arc whose blood was shed at the burning stake rather than in a sexual encounter, these devices promise cheap and effective means of “passing” as a virgin.

When they first appeared, even the New York Times reported on the product, but not because of interest in quaint notions of virginity.  Rather, the focus was on the political ramifications.  The Times headline read, “Egyptian Lawmakers Want to Ban Fake Hymen.”  (10/5/2009) A member of the Muslim Brotherhood, Sheik Sayed Askar, was quoted as saying, “It will be a mark of shame on the ruling party if it allowed this product to enter the market.”  Other individuals interviewed for the article called for the exile of those who import the kits or some other forms of punishment.  The medical procedure that reconstructs a broken hymen by stitching is already illegal in Egypt.  It remains to be seen if the recent upheaval in Egyptian society will lead to changes in hymen values.

For more information on the story, a more detailed report is available at the Huffington Post.

*Editor’s note: For more on the just the anatomical eomplexity of this dynamic, see our December 8, 2009, post about the re-naming of the hymen as the vaginal corona.

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The Two Voices of Kotex

August 16th, 2011 by Elizabeth Kissling

This Kotex advertisement appeared in the September, 2011, issue of Ebony magazine.

Slip on stilettos and zip up those skinny jeans. Because there’s nothing so comfortable to a menstruating woman as skin-tight pants, right? At least they’re not white pants.

It is interesting that for one line of products, Kotex is mocking the usual tropes of femcare ads, while deploying those very same clichés for their other line.

 

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Tampon Wars

August 12th, 2011 by Elizabeth Kissling

Remember back in February when I made fun of Tampax for explicitly comparing their Tampax Pearl to U by Kotex in their newest print ads? Such direct comparison to the competitor’s product is not a trendy marketing strategy; it hearkens back to the days when Darrin Stephens was a copywriter. (You young-uns can look up that reference.)

I wasn’t the only one who noticed: a recent article in Ad Age says the “30% better protection” strategy has not been used in femcare marketing since Rely tampons were withdrawn from the market in 1980. Not coincidentally, that was the last time Tampax picked up significant market share — a lot of those former Rely users switched to Tampax (Tampax was not owned by P&G at the time, but Rely was).

With the U by Kotex brand apparently winning new customers as well as winning others away from Tampax, how successful will “30% better protection” be as a persuasive strategy? Jack Neff (author of the Ad Age piece) points out that it’s pretty challenging “in a category where absorbency has been tightly regulated by the Food and Drug Administration in the wake of the Rely withdrawal.”

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Not Having A Happy Period

August 10th, 2011 by Elizabeth Kissling

Editor’s note, August 10, 2011: Procter & Gamble has responded that this video was NOT produced or commissioned by them, and is in fact a spoof. While it is still offensive and worthy of criticism as such and your comments are welcome here, please do not direct your ire toward Procter & Gamble.



Edited again, August 10, 2011: I’m beginning to doubt the veracity of the unsigned P&G claim that the company is unaffiliated with this video. The same anonymous quote, attributed only to “Procter & Gamble”, is starting to show up in nearly every online discussion of this ad — at least in discussion of how offensive and un-funny it is. I’ve traced the video back to the Ads of the World site, which provides the following credits:

Advertising Agency: Leo Burnett, London, UK
Creative: Jim Thornton
Director: Ben Jones
Production Company: Helimax Films
DoP: George Steel
Producer: Sherry Collins

I note that P&G has not posted their denial at Ads of the World, or at Jezebel – two blogs with *considerably* larger audiences than re:Cycling. Color me suspicious. I’d like to hear what others think.

 


Final edit, August 11, 2011: Many thanks to blogger Jane Fae, who phoned both P&G office and Leo Burnett UK, and received the following statement from a senior representative at Leo Burnett:

“All creative agencies will look at different creative ideas to push boundaries and engage consumers. We will occasionally make test films to try and bring an idea to life without a request from the client. These films are for internal use only, for us to understand the power of an idea and are not for publication. This creative was never commissioned nor approved by P&G. We regret this has been made public without our approval or authorization and apologise for any offence caused.”

 


Procter & Gamble have finally responded to consumer complaints about their patronizing “Have a Happy Period” slogan, with a disturbing video showcasing what they term “some of East London’s finest transvestites”. This is so many kinds of wrong, starting with the conflation of transsexuality and drag performance. But instead of re-inventing the wheel and taking it apart myself, I’m going to re-direct re:Cycling readers to the excellent analysis Shakesville’s EastSideKate did yesterday.

I pulled this P&G contact information and sample letter from commenter “Teaspoon” over there:

Toll-free phone number in the U.S. (Always brand specific): (800) 888-3115
Web form for U.S. contact: http://pg.custhelp.com/app/ask

A sample letter that anyone may feel free to adopt or adapt as they like:

Dear P&G representative:

I was recently directed to a web video ad for your Always brand products intended for airing in England and possibly wider audiences, featuring London “drag queens” in tears over an ostensible inability to menstruate.  Quite aside from the errors inherent with conflating cross-dressing performance with transsexuality, this sort of advertising is cruel to transwomen who do feel incomplete, and it helps create a hostile situation for transsexual individuals.  These individuals already face a greater risk of violence simply for being who they are, and your advertising promotes further dehumanization of those who are different.

As a long-time loyal purchaser of Always brand products, I am dismayed by such mocking and harmful advertising.  Until the ad is pulled and a public apology that acknowledges the harmful nature of the ad is issued, I will no longer purchase Always brand products, and I will be reviewing my other purchases to avoid other Proctor and Gamble products as well.

Sincerely,
A former customer

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Summer’s Eve Campaign Targets Wrong Body Part

August 2nd, 2011 by Laura Wershler

The print ad for the Summer's Eve campaign refers to the "V" but not the vagina.

If a product manufacturer or its advertising company, or both, cannot figure out which part of the female body their new line of feminine hygiene products can be used for, then both are in big trouble.

There has been much hoopla over the recently launched Summer’s Eve campaign. Links to stories about and response to the campaign can be found in my fellow blogger Elizabeth Kissling’s July 27th post. The most serious backlash to the campaign resulted in three videos perceived as “racially insensitive” being pulled from the campaign website late last week.

What rankles me about the campaign – beyond its patronizing, unsophisticated and euphemistically silly approach to the female genital area - is that it appears to target the vagina when it is clear that none of these products are actually intended for use in the vagina.

Regardless of what one might think about the value of or necessity for these femcare products, an advertising campaign for such products must convey accurate information. Like where to use them.

The product line includes: cleansing wash, cleansing cloths, deodorant spray, body powder, and bath and shower gel. Click on the OUR PRODUCTS box on the website home page and you’ll see this: Meet the products that love your vagina. Oh, really?

These products are not intended, I repeat, not intended for use in the vagina. One would think that the product manufacturer knows this. Why then did they choose a talking vagina, and across-the-board references to the vagina, to convey their product message on the website?

Interestingly, the print and TV ads hold no direct reference to the vagina. The website coyly advises viewers that they can call it “V” for short. It is this moniker and the tagline ” Hail to the V” that crosses over to print and television.

Maybe this was intended as a subtle reference to the other “V” word – vulva . It’s pretty clear this is the body part for which the Summer’s Eve products are intended.

I wanted to know why the creative team at The Richards Group, the ad company responsible for the campaign, chose to use the word vagina instead of vulva. My request for an interview to ask this question was turned down, so instead I asked two colleagues what they thought the reason might be.

Valerie Barr, veteran sexual health educator and training centre manager at Calgary Sexual Health Centre, suspects it’s because vagina is assumed to mean what is actually the vulva. She says, “I believe this assumption, or taken-for-granted use of the term, serves to avoid discussion of the clitoris and therefore, female sexual response.”  Barr says she thinks it demonstrates that in our culture we continue to be unconsciously uncomfortable with women being sexual beings.

Rebecca Chalker, female anatomy expert and author of The Clitoral Truth, also believes that fear of the word clitoris has much to do with it. ”Clitoris is the most toxic word in the English language, and to this day is considered obscene and too offensive to be used in the media. Just try it on people,” she says.

“Eve Ensler (author of The Vagina Monologues) made the vagina safe for the general public – even she did not use the C–word. Vagina has now become the default reference for everything ‘down there.’ Those ad guys are no different. Perhaps they’re just using the default because that’s what they think people can relate to most readily,” Chalker says.

Although vulva is the accurate word to describe the female body part intended to benefit from the Summer’s Eve product line, Chalker says, “It would be a tragedy if vulva becomes the new default. In anatomical parlance vulva just means covering.”

“Hail to the D” Wins the Day

July 29th, 2011 by Elizabeth Kissling

There is much cheering in the feminist blogosphere this weekend, for good reason, as Summer’s Eve has removed three offensive vagina puppet videos from their “Hail to the V” website and their YouTube page. My co-blogger, Laura Wershler, will have a lot more to say about the Hail to the V campaign next week and I don’t want to steal her thunder, but I can’t help feeling a little cranky about the response of the Richards Group (the ad agency responsible for these ads). For more than a week, many feminist critics have written eloquently and angrily about how these videos are offensive on several levels, and the company continued to defend them. But a finally, a dude mocked them, and Stan Richards decided the ladies have a point.

Yes, Stephen Colbert’s satire was great, and I’m a fan — but if I had a nickel for every time a feminist critic said something about it would be obvious how ridiculous these ads (and these products) are if we saw comparable products marketed to men, well, I’d have a lot of nickels. I’m just sayin’.

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We’re back!

July 27th, 2011 by Elizabeth Kissling

Tap, tap.

Is this thing working? Is this thing on?

After some rest, reconnaissance, and re-organization, re:Cycling is back — bigger, bolder, and with more menstruation and women’s health news than ever. Most of our old team is back, along with a few new recruits and some exciting guest bloggers. There’ll be some new features here as well. More about all of that is coming soon. Our posting will be spotty and irregular throughout August, but expect to see a more consistent, regular flow after September 1. (Yeah, see what I did there? )

We’ve missed a lot of action in four months away. We can’t possibly summarize all of it, but here are some of my personal highlights:

 

July 19 – The Institute of Medicine (U.S.)  just released a report on preventive health services for women, and the consensus is that health plans under the Patient Protection and Affordable Care Act (ACA) of 2010 should cover contraception without demanding co-payments. You can read and/or download the full report here.

 

July 18 – Remember Summer’s Eve marketing disaster last summer? They still don’t get it. This year’s “Hail to the V” campaign may be saluting vaginas, but it’s still telling everyone vaginas are dirty.

As Maya put it over at Feministing.com,

That chatty hand claims to be my vagina but is clearly an impostor, because my vagina would never refer to herself as a “vertical smile,” knows better than to even mention vajazzaling to me, and is too busy complaining about how long it’s been since she’s gotten laid to give a damn about if my cleansing wash is PH-balanced. My vagina is not a whiny little pussy.

If you’re not offended enough, check out the stereotypes in the Black and Latina vaginas. For a satisfying satirical response, check out Stephen Colbert’s July 25 program.

 

July 13 – Bloggers at Ms. magazine have done yeoman work drawing attention to the sexism in the latest PSA from the milk industry, criticizing the sexism toward both women and men in the Milk Board’s stereotype-rich “Everything I Do Is Wrong” campaign about PMS. Ms. has also promoted Change.org’s petition protesting the campaign. Update: By July 24, the campaign had been pulled in response to protests.

2011 Ad for Always brand maxi padJuly 5 – As copyranter astutely notes, the use of a RED spot in the center of a maxi-pad to represent menstrual blood is an historic moment in advertising history. Are we finally done with the mysterious blue fluid? (By the way, copyranter is THE source for smart, snarky analysis of advertising;  he oughta know — his day job is writing the stuff.)

 

June 20 – Corporate and subsidized donations of disposable menstrual pads may be good for girls, but not so good for the environment.

 

June 2 – British artist Tracey Emin  art student at University of Wisconsin, follows in Judy Chicago’s inspirational footsteps and turns her tampons into art.

 

What else have we missed? Add your links in the comments, and don’t be shy about sending us suggestions!

 

 

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Shed the Shame

March 10th, 2011 by Elizabeth Kissling

Kotex still wants us to “break the cycle“. But every time I see these ads, I think of Chella Quint‘s message to Kotex: We’re only gonna stop feeling the shame when we take ownership of our periods. And we’re taking it back from you, dude. So you can’t reclaim our periods for us. You’re some of the people we’re reclaiming them from. Got it?

youBUYkotex


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KOTEX: The Antidepressant of the Ancients

March 3rd, 2011 by David Linton

BH0260-medIn the late 1920s, at the peak of the Flapper Era, a series of Kotex ads made extravagant use of images of attractive young women in couture outfits in sophisticated settings. The most intriguing and subtle ad in the series was published in 1929. It shows two slender young women lounging on the deck of an ocean liner dressed for the evening’s shipboard festivities. The way we know that they are aboard a liner is the presence of a life preserver attached to the railing beside them. The name of the ship is printed in large letters upon the device. They are aboard The Nepenthe.

This is an extraordinary detail, perhaps penned by an English major turned copy writer who remembered fondly Edgar Allen Poe’s well known and often taught “The Raven.” Poe’s poem, the tale of a grief stricken man unable to overcome the loss of his dead lover, pleads with the stolid, unflinching raven for “surcease of sorrow,” some balm or drug to slake his misery, such as the mythic potion alluded to in Homer’s Odyssey and Edmund Spenser’s The Faerie Queen: the mysterious elixir, nepenthe, the drug that banishes sorrow by making the user forget his woes, the antidepressant of the ancients. The narrator implores the raven,

“Wretch,” I cried, “thy God hath lent thee–by these angels he hath sent thee
Respite–respite and nepenthe from thy memories of Lenore!
Quaff, oh quaff this kind nepenthe and forget this lost Lenore!”
Quoth the Raven, “Nevermore.”

The young women in the ad have set sail on the good ship Kotex Nepenthe, the miracle conveyance that will carry them away from conscious need to worry or grieve over the burden of their menstruating bodies.

What does it mean to board the Kotex Nepenthe? What port is being left behind? Where have the women set sail for? The ad copy provides three answers. First, as the headline and the first sentence of the text assert, one can advance one’s class: “Why 9 out of 10 smart women instinctively prefer this new sanitary protection,” states the headline, and the copy adds, “It is easy to see why the use of Kotex has become a habit among women who set the standard of good taste.” Furthermore, as one “smart matron,” puts it, “Now I wouldn’t go back to the old way. This is so much more civilized-how did we ever get along without it?” By implication, women who continue to use old rags are of a primitive nature. And note the use of the phrase “Kotex has become a habit,” an apt coinage for a drug-use metaphor.

Second, as the photo illustration and the copy confirm, a Kotex user can feel young and glamorous: “For such women have young ideas, young minds.”

Third, and most significant, Kotex can help one hide the olfactory and visible signs of one’s very gender: the scent of menses and the sight of a pad beneath one’s dress: “ROUNDED, TAPERED CORNERS – make for inconspicuous protection,” and “DEODORIZES. . . safely, thoroughly, by a patented process.” [caps in original]

The ad embodies the major theme that runs through nearly a century of advertising, that one can pass through the decades of one’s menstrual life as one who does not menstruate. The difference is that rather than using a drug metaphor to claim you can make the period disappear, now, thanks to the pharmaceutical industry, we’ve got the real thing.

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Advertising Wars: Tampax vs. Kotex

February 22nd, 2011 by Elizabeth Kissling

It looks like Kotex is winning. Explicit comparison to the competitor’s product is an advertising strategy of 30-40 years ago. Under the new rules, the competitor’s product doesn’t even exist, and certainly isn’t deserving of mention in a promotion for your own.

Tampax02-2011

This ad for Tampax appeared in the March, 2011, issue of Marie Claire


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Cheerleader: “P-E-R-I-O-D”

February 17th, 2011 by Elizabeth Kissling

Last spring, Kotex introduced U by Kotex, a.k.a. You Buy Kotex, small tampons with bright neon applicators and a forward-thinking “Break the Cycle” advertising campaign announcing that Tampon Ads Are Ridiculous. Apparently tampon ads are STILL ridiculous. Here’s the new installment, developed by New York ad agency Ogilvy:


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Vintage FemCare Advertising: “What is fresh?”

February 3rd, 2011 by Elizabeth Kissling

This 1981 ad for Summer’s Eve explains fresh.

This message is provided as historical information only; we here at re:Cycling do not endorse the practice of douching.

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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.