“Aunt Flo” Can Take a Hike
Menstrual periods have long history of euphemism in the US. Aunt Flo. On the rag. Crimson tide. Shark week. We have dozens and dozens of (cringy) ways to avoid saying menstruation.
Our research shows women are 100% over cutesy terminology to reference their monthly cycle. Gone are the days of grocery-store embarrassment and sneaking a tampon off to the bathroom. We’re glad to see the blue liquid disappear. Advertisers have the permission of women everywhere to get real about menstruation, and many of them are listening.
You’ll be hard-pressed to find an ad in 2023 that uses terms like “having the painters in” unless it’s used ironically. While thrilled to see the progress, especially considering the history of menstrual advertising (more on that below), we want the forward momentum to continue. What’s next for brands committed to progressive advertising?
first, A historical perspective on menstrual terminology
In the early 20th century, menstrual product advertising barely existed in the form we know of today. Ads inundated women with messages about cleanliness, hygiene, secrecy, shame, and inconvenience. The concept of “daintiness” featured prominently, positioning menstruation as the antithesis of what it means to be a demure, acceptable woman, and menstrual products were necessary to preserve and uphold that image. Heaven forbid you experience a leak during a day of heavier bleeding; the people around you should never know you’re menstruating.
It wasn’t until November 1st, 1972, that advertisers were allowed by the Television Code to advertise menstrual products on TV. While some articles tout this event as a significant milestone in women-centric advertising (it was), the New York Times announcement reveals how conditional it truly was.
All advertisements required a review by the Television Code Review Board before they could air them publicly.
Advertisements were limited to non-peak hours, specifically 9 a.m. - 3 p.m. and late at night when people were less likely to see them.
The rollout of menstrual product advertisements was a year-long trial, at the end of which the board would revisit the policy.
In many ways, advertising has always given women an inch of progress at a time.
Over a decade later, in 1985, Courtney Cox said “period” in a tampon ad for the first time in advertising’s history. What did advertisements say before? They alluded to the use case with words like secret, sanitary, freedom, and daintiness (again). There was very little direct, explicit communication. All implied.
By 2010, advertisers had enough. But efforts to improve the messaging still hit walls; Kotex tried to release an ad that used the word vagina, and three U.S. broadcast networks swiftly banned it. Changing the language to “down there” still elicited a ban by two of the three networks. In the end, the team behind the ad had to alter it into a sterilized version that maintained its original intent to parody the blue liquid phenomenon but lost its linguistic progress.
What words work for women?
When ads treat women’s bodily functions as off-limits or too embarrassing to discuss accurately, they infantilize women. It also tells women their bodies and, therefore, THEY are shameful and should hide away in the period hut. It also tells women you don’t see them at all. Hiding women’s experiences behind implications, innuendo, or secrets between the ad and the audience does women a huge disservice.
Our taboo research shows that women want accurate portrayals.
Most women prefer the terms “period” or “menstruation” over terms like “monthly friend” or “Aunt Flo.” Women want direct terminology, not euphemisms.
Fortunately, we don’t see many brands using euphemisms anymore—progress! Now it’s time for expanded conversations and building a woman-positive culture around your brand.
Women want anatomically and physiologically accurate advertising
Newsflash: advertisers need to lean hard into correct terminology. Menstruation. Vulva. Vagina. Menstrual cramps. Say them 100 times over. Keep using them in your ads.
Then, understand the physiology of menstruation. Convey that understanding to women in your advertising. Periods are not all sunshine, rainbows, and triumphant morning jogs in pristine white shorts. There are realities women face every month, pain points that must be discussed openly. Cramps, alterations in bowel movements, mood changes, food cravings, fatigue, and menstruation-related medical conditions like endometriosis, PCOS, PMDD, etc.
Many of us feel relief when the premenstrual symptoms taper off and our period finally comes. Some women revel in their monthly cycle, considering it a sacred time. Every woman has a menstruation story. But few see it on the screen.
It’s time the conversation deepened beyond the practical implications of capturing blood through a tampon, pad, or menstrual cup. The product needs to work, but that’s table stakes. There’s so much more to talk about.
Brands can differentiate themselves through the progressive culture they promote around the product. Yes, the correct terminology is fantastic, but let’s go beyond the functionality.
Join us in expanding the conversation. You can talk menstruation with our team at hello@fancynyc.com, and if you want to learn how women feel about menstrual products and other taboos, download our executive summary.
