Recently Kotex launched a new line of feminine care products, U by Kotex. To support the line, Kimberly-Clark, the parent company of Kotex, also launched a refreshing new marketing campaign with the tagline, “Break the Cycle.”
In a press release, Andrew Meurer, Vice President, North American Group Brands Feminine/Adult/Senior Care at Kimberly-Clark, said “For the past 50 years, advertisers – Kotex included – have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored.”
My mother did not want to talk to me about menstruation. It was a completely taboo topic for her generation. So, instead, my father filled me in. But all he knew was what he had seen on commercials. So he told there was no reason I couldn’t wear white, do gymnastics or ride a horse. Except for the fact white washes me out, I dropped out of gymnastics after one session and my parents never bought me a pony.
My girlfriends and I dreaded buying tampons or pads at the drugstore. So many of my friends could tell you about a time they were in the store about to make a purchase, saw someone they knew, dropped the box, and snuck out of the store empty handed. One high school friend of mine shoplifted tampons so she wouldn’t have to take them to the checkout counter.
As Kotex’ says through its new campaign: No more stigma. It’s time to break the cycle. I don’t want my daughter to grow up thinking there is anything shameful or secretive about what her body does. It won’t be easy. According to The New York Times, three broadcast networks turned down a Kotex ad because it used the word “vagina.” Sad isn’t it, that mentioning a body part is taboo but Jamie Foxx signing a rape anthem on primetime is accepted? (Yes, I am bringing that up again. “Couple more shots you open up like a book” and “Just one more round and you’re down I know it.” It infuriates me.)
But the U By Kotex campaign is a great start. Check out the campaign website, view some of the ads, and break the ridiculous cycle.
