Blog of the Society for Menstrual Cycle Research

Pinning the Tampon on the Web

July 17th, 2012 by David Linton

Having crafted a social media campaign to create brand consciousness and loyalty in young girls with its cartoon character, Kita, Kimberly-Clark’s ad agency in Israel, Smoyz, has come up with another campaign aimed at a somewhat older demographic.

Once again tapping into the spread of social networking systems, a new Kotex marketing plan has found a way of infiltrating one of the latest iterations of web-based show and tell known as Pinterest. For those not yet aware of this new exercise in narcissistic display, here’s what it is. Pinterest users, more than two-thirds of whom are women, create virtual bulletin boards largely consisting of pictures, though sometimes captions are added and other forms of graphic displays.

Pinterest has taken off in the last year with the rise of cell phone devices that make it possible to snap photos and instantly post them to one’s Facebook page or other shared internet site. According to USA Today, the number of users has jumped from 117 million in January to 18.7 million in March.

According to their video, Smoyz, the Kotex agency, perused Israeli women’s Pinterest pages and “located 50 inspiring women” woman and then created a previously unknown commemoration named “Woman’s Inspiration Day.” The chosen women had “pinned” photos of objects they found attractive or desirable on their Pinterest sites. The agency staff then duplicated, as best they could, the objects depicted on the sites. However, though it is not mentioned, it’s pretty clear that they avoided posts with very expensive or hard to acquire objects.

Having gathered up many of the actual items depicted – bracelets, mugs, paint brushes, craft items, etc., they packaged them in a gift box along with a full line of Kotex products and delivered them to the women’s homes.

Smoyz reports that, “The women got surprised and excited and posted about their gifts”, which resulted in “2,284 Interactions” and “694,853 Total Impressions”.

Obviously this is just an extension of the already well established idea of getting consumers to wear your logo or brand name across your chest, on your sleeve, or even across your posterior. The term “viral marketing” takes on even more nuances as marketing drives continue to invade every aspect of our lives. AdWeek‘s online commentary concludes, “Pretty labor intensive, but smart. Any brand message centered around female self-expression could do well on Pinterest, if the tactics don’t overwhelm the target.”

Menstruation may not yet be completely out of the shame closet, but at least it’s making it way onto the Internet.

FemFresh Fails — and we think it’s Funny!

June 27th, 2012 by Elizabeth Kissling

Here’s Chella Quint, of Adventures in Menstruating, with more ad busting and shame busting. For even more, see her post at Ms. blog.

Chella Quint is just back from delivering a TEDx Talk, ‘Adventures in Menstruating: Don’t Use Shame to Sell’, link coming soon!

Menstrual Sex — Well, Not Quite

June 19th, 2012 by David Linton

Some months ago we published a piece titled “Menstrual Sex: the Last Taboo in Advertising?”  It was an analysis of a magazine ad for Softcups, a disposable menstrual collection cup, and it generated some interesting feedback.  Some reader took exception to the analysis, pointing out that the device and the add didn’t actually deal with menstrual sex since its purpose was to create a situation that eliminated any need to actually encounter menstrual fluids and therefore not having to deal with any of the social or psychological taboos nor with any aesthetic reservations the parties might have about having sex during the period.

Taking into consideration those thoughtful comments, I thought it might be worthwhile to take a look at another ad in the same series.

The tag line for the earlier ad was, “12 hour leak protection so you can sleep.  Or not.” And it showed the legs of a couple lying on top of each other with the women on top glimpsed through an open door, creating a voyeuristic sense of witnessing a private, erotic encounter.  The companion ad uses a similar approach, this time revealing a young couple kissing and holding hands seen through a narrow opening in a pair of thick curtains.  They are back lit by a window and might even be thought to be hiding behind the drapes.

The ad is a semiotician’s delight.  Everything surrounding the couple reads “old fashioned.”  The drapes are dark and tattered; a mantel on the left has a gilded picture frame above it and a small china tea pot on the shelf; to the right is another formal picture frame, floral wall paper and the edge of a deer’s antlers mounted high on the wall; the bottom of the picture fades into darkness.  However, at the bottom edge is a box of the Softcup product, angled in such a way as to appear to be emerging from the dark room.

In addition to the headline, “Do everything you would if you didn’t have your period. We’re not just talking about swimming.” The body text drives home the notion that this is a new product for a new generation that is less squeamish about sex during the period than the original occupants of the room: “The next generation of period protection.”  It goes on to mention “mess-free sex” and the rest of the copy stresses that the cup will contain the menstrual flow so that you can go about your life just as though you didn’t even have a period.

And, ironically, that’s just what turns the ad into a reaffirmation of the anti-period sex stereotype.  Though posing as a hip, new product to appeal to young women who presumably are not hampered by antiquated notions of when in the cycle it is OK to have sex, the ad implies that, just like the long tradition in pad and tampon ads, you can go about your life as though you did not have a period.  In other words, it’s another appeal to “keep him from knowing.”

Is Your Period A Sentence?

June 1st, 2012 by Elizabeth Kissling

My friend and colleague Patty Chantrill loves clever menstrual puns as much as I do, and recently snapped this picture of an area billboard from her car. I’ve edited the photo to try to highlight the sign, but there’s only so much one can do with a Blackberry in motion [clicking the image will show you a larger, slightly clearer version]. The sign features a photo of presumably female feet in high-heeled shoes, wearing a ball and chain, next to the words, “Does Your Period Feel More Like a Sentence? There’s Help.” This is followed by the name of a local women’s health clinic that shall remain unnamed.

Photo by Patty Chantrill

The clinic offers numerous treatments for heavy periods, including NovaSure endometrial ablation, a process of permanently removing the uterine lining with radio frequency, and HerOption cryoablation, which removes the uterine lining by freezing the tissue. I haven’t yet researched these procedures enough to form strong opinions for or against them, but I do have strong opinions about some of the other procedures offered by this clinic. They are providers of what their website terms ‘aesthetic gynecological surgery’, which includes such mutilations as labiaplasty, G-spot augmentation, vaginal rejuvenation, and ‘radiofrequency tightening’. Check out the price list for these crimes against womanity:

  • Labiaplasty: $4200 (surgery cost)*
  • Vaginoplasty: $6000 (surgery costs)*
  • Combined Labiaplasty and Vaginoplasty: $9400 (surgery cost)*
  • *IV sedation is done by a separately contracted CRNA and is $150 per hour.
  • Radiofrequency Tightening $999 (never covered by insurance)
  • Initial G-spot augmentation (hyaluronic acid, lasts up to 4 months): $100 for initial 30 minute consultation, $850 for initial G-spot augmentation itself (never covered by insurance)
  • Follow-Up G-Spot Augmentations (hyaluronic acid, lasts up to 4 months): $600 each (never covered by insurance)

May I recommend, again, Lisa Rogers’ documentary film, In Search of the Perfect Vagina? You can watch the film for no cost at all at either link, no insurance needed, and discover that you already have the perfect vagina.

Menstrual Marketing Around the Globe — Israel

May 22nd, 2012 by David Linton

Scary Little Menstruating Girl

[note: Although re:Cycling has an international audience, the following post is written from the perspective of an North American consumer.]

As is well known, cultural practices and attitudes regarding menstruation vary widely from place to place and time to time. re:Cycling has commented on the variety frequently in the past.  Differences also make themselves felt even in advertising and packaging of menstrual products, as the notorious Kotex Beaver ads from Australia demonstrate, despite the fact that the products are manufactured by global, trans-national corporations. Though the fact that the menstrual cycle itself is a world-wide biological phenomenon might suggest that views of its meaning and management would be universal as well, nothing could be further from the truth.

Kita and package of Kotex YoungConsider an ongoing marketing campaign that originated in Israel that features a cartoon character named Kita. To the best of my knowledge this campaign has not been adapted for use in the United States, nor, in my opinion, is it likely to find a place in American advertising nor on American market shelves. The spookiness of the cartoon girl who resembles a Japanese anime character seems strangely unlike the way that American consumers commonly depict young teens in a menstrual context. Even the lettering of “Young” and the way the term is used are unfamiliar to American eyes. Of course, the term “Normal Plus” is meaningless but that’s not unusual in advertising everywhere. And all the shades of red and the display of hearts across the bottom of the package are unfamiliar to American consumers as well. In fact, the menstrual taboos in America have resulted (with few exceptions) in a near absence of red, other than in carefully planted touches such as the ribbon on Mother Nature’s menstrual gift box in Tampax Pearl ads, the hair and lipstick of the magician in the Always pad ads, and the big red dot in many Kotex ads.

The Kita campaign began with careful planning and design. As this promotional video from McCann-Erickson, the Tel Aviv ad agency behind the campaign, explains, it began with the creation of a character and an internet world based on notions of what the target consumers – 10 to 13 year old girls – are thought to love most: shopping, the Internet, shopping, clothing, and, of course, in addition to shopping, more shopping. The character of Kita (“the coolest friend any girl could want”), who narrates her own creation and success story, speaks in a voice that is derived from the American “Valley girl” model, complete with plenty of “like” phrases, a few “awesomes,” an “as if” and a “duh” or two. How Kita immigrated from the San Fernando Valley to Tel Aviv is a mystery, although her native voice does come through a few times via some non-Valley pronunciations. (She pronounces “Kotex” as though it were spelled “Kodex.”) According to the boastful promotional video clip, Kita has achieved remarkably high market saturation. It claims that, “95% of Israeli girls know me and love me” and that “1 of every 2 Israeli girls (12-15) has a profile in Kita City.” Furthermore, since the launch in 2007, the “Kotex market share grew by 56%.” If this is what it takes — a menstrual role model who babbles in clichés, is consumed with consuming, wallows in the trivial, yet does so with seeming self-confidence and menstrual cycle savoir faire — to break down even an iota of menstrual shame and insecurity, who are we to object? And the fact that Kita has become a transnational, widely identified cultural meme, as the agency seems to claim, then maybe her next assignment should be to promote world peace. Ya never know!

KOTEX IS IN THE HOUSE! (or, Is the House?)

April 27th, 2012 by David Linton

Despite occasional efforts by manufacturers of menstrual pads and tampons (the giants of the menstrual-industrial complex – thanks, President Eisenhower) to present period-positive images, they still seem unable to resist representing menstruation as an undesirable, embarrassing phenomenon. Women, particularly teens, are expected to grin and bear it as best they can while enduring their monthly misery.  Consider a recent example.

A few weeks ago, the small college where I work received 12 large cartons from a firm called Brand Connections, which apparently specializes in managing promotional campaigns that involve providing free samples of products.  Each carton contained 72 box-like items made up to look like thick text books but with a cover that closely resembled a copy of Teen or Seventeen magazine.  In large letters on the spine and front are the words, “GET REAL.”  The instruction sheet in each carton included warnings that the contents “may not be suitable for children” and that selling the items rather than giving them away “may result in civil and/or criminal prosecution.”  And, in bold type, the page states, “This box contains FREE House of Kotex samples!”  The college authorities were directed to, “Please hand out the House of Kotex samples to your Universities [sic] female students for their enjoyment.”

 

However, the contents of the package itself were a bit more ambivalent about any connection between menstrual products and enjoyment.

The box opens to disclose, on the right side, two plastic pouches, one white containing a pad and a panty liner, and one black containing a pad, a wipe and a tampon.  On the left, emulating a feature popular in teen girl magazines, is a six item quiz in which girls are asked to choose favorite shoes, lip gloss colors, eye shade, date wear and weekend entertainment.  The sixth item, “Being on your period is. . .” provides the following choices:

  1. the worst
  2. not so bad
  3. part of life
  4. super annoying

If one picks 1. or 4., one is directed to the black pouch; if one chooses 2. or 3., the white pouch is for you.

The cartons were placed around the campus at strategic locations for young women (or curious young men) to pick up the packets.  One enterprising student rifled a few dozen of the tampon packs to store up a stash of her preferred product for the next few months.

Though the cover photo of two smiling young women and the slangy headline references to bonding, fun, and sharing, as well as the playful references to popular items inside created a sense of happy girlhood, the non-so-subtle way the period was described unfortunately reinforced the nuisance trope that is so deeply engraved in young women already.

Readers are invited to propose alternative options to the last question in the menstrual quiz.

All Wrapped Up

February 20th, 2012 by Elizabeth Kissling

Guest Post by Saniya Ghanoui

Photo by Jennifer Gaillard // CC BY-NC-SA 2.0

I always felt that airline travel involves building many short-lasting friendships where people bond over delayed flights, weather problems and luggage issues. Recently I was traveling and had to make a connection in the Dallas/Ft. Worth airport. I was using the restroom and I could hear the lady in the stall next to me change her sanitary napkin. She dropped the plastic wrapping from the new pad and it floated into my stall. Without hesitation, I picked up the wrapper and disposed of it. We both exited our stalls around the same time and as we approached the sinks she turned to me and said quickly but firmly, “Thank you so much for doing that.” I was a bit taken aback but responded “Oh, no problem,” we washed our hands and we bid each other farewell as we left the restroom.

The reason I was taken aback was because I felt she had nothing to thank me for. I simply picked up a piece of wrapping and threw it away. However, the serious tone of her voice told me that she was grateful for what I did. Perhaps it saved her what she deemed the embarrassment of picking it up herself? Or maybe she was just thanking me for a kind gesture. It wasn’t as if I gave her something (like a pad or tampon) that she could thank me for and the act in no way inconvenienced me. I wonder if she would have felt inclined to thank me if she had dropped a candy wrapper or tissue instead.

While there has always been this overall social need to conceal the period, it seems lately that there has been a surge in the desire to conceal menstrual products. Procter and Gamble has a site, Being Girl, that gives the Dos and Don’ts of tampon usage, including practicing at home to “see how quiet you can be when making a quick change.” And silence is one aspect that P&G tends to advertise, especially with its Tampax Pearl product. The wrapper becomes a selling point for Tampax Pearl because of its quiet and easy-to-open tabs that allow for utmost discretion.

I’m sure most re:Cycling readers have seen the U by Kotex line of menstrual products. This line is aimed at a younger crowd, the website has a section for tweens, and takes the idea of concealing in a different direction. Instead of making the products discreet and quiet the company advertises “hot new colors and wrappers.” However, changing the color or design of a tampon wrapper is still missing the point and is just as damaging as advertising products with quiet wrappers. The period is still being hidden. If a woman drops a bright green tampon wrapper on the floor is she now going to be less embarrassed because of the color? It doesn’t matter if the wrapper is white, pastel or a bright color, she shouldn’t be embarrassed at all. That is what needs to change — the embarrassment factor women have about their periods, not the colors of the products used.

Advertise Your Period Dot Com

February 15th, 2012 by Elizabeth Kissling

Today, in vintage femcare advertising, we bring you Tampax’s idea of menstrual shaming, 1990s style:

 

But Tampax doesn’t understand menstruation as well as they think they do. Sure, it might be a little tiresome to have a Mariachi band follow you around everywhere for most of a week, but as I’ve indicated before, I love the idea of a musical celebration of my monthly miracle.

“Death Loves Menopause”: Heart and Stroke Foundation Sends Wrong Message

February 8th, 2012 by Laura Wershler

The Heart and Stroke Foundation of Canada has inaccurately branded menopause as a killer of women. I will not be sending them a donation.

Last October, the foundation launched a fundraising campaign called Make Death Wait. Magazine and TV ads personify death as a man with a disembodied voice (he sounds like a stalker) who says he loves women (and men) and is coming to get them.

Eileen Melnick McCarthy, director of communications for the foundation, wrote to me in an email that the intent of the campaign is to “wake up Canadians to the threat of heart disease and stroke.” The campaign – urging viewers to “make death wait” by making a donation – has drawn both support and criticism.

Note the stereotypical hot flash reference: The thermostat is set at 15 C (60 F) but reads 23 C (73 F).

Photos of the ad by Laura Wershler

I think the TV ads are creepy, but what disturbed me more was the Death Loves Menopause message in the December issue of Chatelaine, Canada’s oldest women’s magazine. The small print reads: “He loves that menopause makes women more vulnerable to heart disease and stroke.” But is this statement defendable?

Dr. Jerilynn Prior, endocrinologist and scientific director of the Centre for Menstrual Cycle and Ovulation Research, wrote in an article about women’s risk for cardiovascular disease that the assumption heart disease in women is caused by estrogen deficiency associated with menopause  is a myth:

The reasoning behind this notion goes like this—young women have lots of estrogen and don’t get heart attacks. Older menopausal women are “estrogen deficient” and get heart attacks. Therefore, lack of estrogen causes women’s heart disease. That is like saying that headache is an aspirin-deficiency disease!

 

It is true that heart disease and stroke is the #1 killer of women, but the ad’s assertion that it is menopause that makes women more vulnerable raised the ire of women’s health experts I asked for comment.

Joan Starker, a PhD clinical social worker specializing in midlife, menopause, and aging issues, called it “an appalling and shocking advertisement.” Starker says she and her colleagues have “worked hard to shatter negative conceptualizations of menopause and aging. When I viewed this ad, I was left with only one horrifyingly toxic message – menopause equals death – which is ageist and sexist.”

Barbara Mintzes, assistant professor at the University of British Columbia, calls the ad “misleading and inaccurate” and says “there is no sudden shift in the rate of heart disease post- versus pre-menopause (or around age 50), as would be expected if menopause was a major risk factor for heart disease.  As women age our risks of heart disease gradually increase, similarly to ageing in men.”

My fellow blogger, Paula Derry, is a PhD health psychologist who critiques, analyzes, and theorizes about menstruation research/theory, with menopause being one of her specialties. “The idea that women’s risk of heart disease increases after menopause is a common one, yet there is little evidence for any increase in risk, much less that menopause is a key cause of heart disease and death,” she says.

Derry cites a 2011 paper in the British Medical Journal - Ageing, menopause, and ischaemic heart disease mortality in England, Wales, and the United States – that concluded aging rather than menopause was key: “Heart disease mortality in women increased exponentially throughout all ages, with no special step increase at menopausal ages.”

Last March, the American Heart Association issued the Effectiveness-based Guidelines for the Prevention of Cardiovascular Disease in Women—2011 Update. These guidelines present a long list of risk factors such as obesity, poor diet, physical inactivity, high cholesterol, hypertension and diabetes. Menopause is not included as a risk factor and is mentioned in just one sentence in the document.

As Derry says, “If I were going to donate money to an organization it would not be to one that tried to scare me with what I understand to be inaccurate facts.”

The Heart and Stroke Foundation of Canada should “wake up” to the truth about heart disease and menopause.

Retro Tampon Commercial — Playtex Deodorant Tampons

January 16th, 2012 by Elizabeth Kissling

Tampons were so empowering in the ’80s.

 

Note also the brief, fine print warning about Toxic Shock Syndrome. It’s apparently important that you read the other warning.

Off the Pill, Off the Magazines

January 12th, 2012 by Elizabeth Kissling

Guest Post by Holly Grigg-Spall

“Less stressed, thinner and more interested in sex.” – but not buying magazines.

In a recent issue of the UK’s Stylist magazine — a weekly women’s glossy that is available for free at tube stations and selected clothing stores — there was an article headlined ‘What does 10 Years On The Pill Do To You?‘ As a result of my on-going blog, Sweetening the Pill, which documents my experience of coming off the contraceptive pill, I was contacted by the writer to provide some quotes for this piece. Unfortunately, I was edited out. As a journalist myself, I understood this situation has little to do with the writer’s choice of content and more to do with the magazine editor’s final say on what was most fitting for the feature. Yet the title question is the very crux of my blog: having taken the Pill for 10 years, stopping as a result of discovering the answer to this very question.

 

Photo Credit: Anthony Easton // CC 2.0

According to the Stylist piece the answer is that the Pill changes your memory skills, lowers your libido, makes you attracted to the wrong kinds of men for you, changes weight distribution, prevents you building muscles, make you retain water, make you depressed and jealous…and how can you tell if this all is just you or the Pill? You can’t and you shouldn’t try to find out, is the message here. We are advised to not take a break from the Pill, not even for a week, and if you are concerned, just ask for a different brand from your doctor. There is no discussion of non-hormonal alternatives. There is also no discussion of the benefits of not taking the Pill, of allowing your body to ovulate once a month.

 

My answer to this question was: “The Pill has a whole body impact. Taking the Pill shuts down a woman’s hormone cycle — and the ovulation and menstruation that is an essential part of this cycle — and replaces it with a low stream of synthetic hormones. This has an affect on every organ in the body — the impact is wide-reaching and crudely administered. The peaks, troughs, and plateaus of a woman’s ‘natural’ cycle are wiped out. The monthly hormone cycle is integral to many of the body’s central functions, including the metabolic, immune, and endocrine systems. This changes everything — from your sense of smell to your libido to your ability to absorb vitamins from your food.

 

Many women have said to me that coming off the Pill was ‘life-changing’ and, as someone now two years off the Pill after ten years on, I have to agree with the description. The life-threatening potential effects of the Pill get publicity — the blood clots and strokes — but the quality of life-threatening and the emotional and mental effects are barely discussed. Fatigue, muscle loss, urinary tract infections, bleeding gums, stomach disorders, flu-like symptoms, hair loss — relatively minor physical issues caused by the Pill that together can make life very hard. Depression, anxiety, panic attacks, rage, paranoia — all issues brought on by the Pill, due to a combination of switching off the hormone cycle and vitamin B deficiency. I experienced the whole package and when I wasn’t bordering on nervous breakdown I was flatlining, barely able to feel anything at all.”

 

Is Coming Off the Pill a Growing Trend?

January 11th, 2012 by Laura Wershler

The Internet abounds with articles, posts and forum discussions about coming off the birth control pill. Women are looking for information and advice. Many are trying to get pregnant, others are just done with hormonal contraception.

It’s a topic that interests many of us connected to the Society for Menstrual Cycle Research (SMCR) because of

Created at an a menstrual arts and crafts event, Andrea, 25, said this piece depicts the multiple emotions she feels around menstruation. Photo by Laura Wershler

how the pill and other forms of hormonal contraception impact the menstrual cycles of the women who take these medications. Some of us are experts in menstrual cycle function and dysfunction, most are advocates for healthy, positive menstrual cycle experiences from menarche to menopause.

A recent blog post at nomoredirtylooks.com on the topic of quitting the pill caught our members’ attention.  Re: Cycling blogger Elizabeth Kissling included the post in Weekend Links on November 19.

A young woman in Paris was looking for advice and comments from other blog readers about how to manage the effects of coming off the pill. Siobhan O’Connor, the blog co-editor, shared Paris girl’s story with a graceful, inclusive invitation to readers:

There’s no judgment—implicit or explicit—on anyone who is on or has been on birth control pills. Some people love them, some people have to take them for medical reasons, some people abhor them. Here, we want to talk candidly about what happens when you go off them. Because, whoa. That can be hectic.

The post drew over 80 comments, with a few coming from SMCR members. What struck me was how many women:

1)  had already ditched the pill or were planning to
2) expressed a desire for the return of regular, normal menstrual cycles
3)  were concerned about their skin (it often breaks out after quitting the pill).

SMCR member, endocrinologist and guest blogger Dr. Jerilynn Prior answered the concerns about acne and bad cramps in a comment posted on November 22, and included a link to Centre for Menstrual Cycle and Ovulation Research website where readers can find information about all things related to menstrual cycle health.

Holistic Reproductive Health Practitioner Geraldine Matus, another member, commented on November 26 that it was concerns and experiences like those expressed by posters that prompted her and colleague Megan Lalonde to write the guide: Coming Off the Pill, the Patch, the Shot and Other Hormonal Contraception.

I invited No More Dirty Looks readers to visit this blog to learn more about the menstrual cycle and the issues raised by their online discussion.

Regular visitors to re: Cycling know that we cover a broad range of topics, but bloggers frequently address hormonal contraception as it relates to women’s health issues.

Check out this sampling from the re: cycling archive:

Several of the women who responded to the Paris girl post at nomoredirtylooks.com expressed eagerness to reclaim healthy, ovulatory menstruation and a willingness to learn how to  manage their fertility without the aid of hormonal contraception.

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.