Periods aren’t just for women and brands are catching on. With growing public consciousness about how we market brands, more pressure is being applied to businesses to do away with damaging or offensive labels – especially around gender. Society is realizing that polarizing definitions just don’t serve the public anymore; if they ever really did.
Now, period brand Always is the next big company to shift towards being more inclusive. After all, it isn’t helping their figures if they exclude an entire demographic. Considered one of the biggest and most reliable names in the period game, market research suggested they had lost the interest of the 16- to 24-year-old age group. Their icon of the female Venus symbol, as well as their typically “feminine” packaging, started to look real outdated.
They’ve since gone for gender-neutral packaging as of late 2019. And where their marketing used to focus on the “confidence” you could have in their products working, they’ve branched out to be more emotionally engaging.
Ultucup Shows Us How It Should Have Been All This Time
For all intents and purposes, the way we think about menstruation in general, has been changing. Just look at the new kids on the block who are competing with the long-standing companies. Ultucup, a menstrual cup company, is an example of a brand who insists on being non-binary and inclusive for anyone who bleeds. They understand that cis-women aren’t the only ones who want period products.
What they’re offering in the way of product isn’t too dissimilar from what’s already out there – reusable, silicone menstrual cups that sit in the vaginal canal and collect blood. But their brand identity is allowing for trans and gender non-conforming people to feel more comfortable and accepted.
Thinx Get Us Thinking
Now Thinx, the leading brand in period-collecting underwear, has made a move to be more inclusive. A series of subway adverts included trans male model, Sawyer DeVuyst, on some of their posters, in what people have speculated is a marketing first.
For those who feel triggered by the ad – they’re supposed to. There’s no breaking destructive stereotypes without shaking up societal norms. As CEO and co-founder of Thinx Miki Agrawal said, “it’s going to be a little jarring to have it plastered all over somewhere as bustling as Union Square, but that’s what it takes to break taboos.”