Andrew Adam Newman discusses advertisements for feminine care products and the innovative changes that have been made by Kotex within his article, “Rebelling Against the Commonly Evasive Feminine Care Ad.” Kotex, a feminine care brand that has existed for over ninety years, recently introduced a unique marketing approach for a new line of products, U. A commercial for U that aired on March 15, has created controversy from the media. The commercial by Kotex, ridiculed Kotex’s previous advertisements. Feminine authors, such as Anne Fausto-Sterling and Gloria Steinem, would most probably support this more realistic campaign.
The commercial opens with a quite attractive young actress in her early twenties being asked how she feels about her period. She responds, “How do I feel about my period? I love it.” The commercial continues with her dialogue in which she discusses activities she is motivated to participate in during menstruation. She states that during her period her interests vary from running on the beach to dancing with friends. As she speaks of these desires, clips from previous Kotex ads are aired that coincide with her comments. The commercial concludes with blue liquid being poured on a pad with which the actress responds, “Oh, that’s what’s supposed to happen.” The advertisement then asks the audience why tampon ads are so ridiculous. Following this question, Kotex introduces its new line of products, U.
This commercial mocked past advertisements by Kotex in order to acknowledge their previous mistakes as well as their new approach. Some of the past commercials that were ridiculed had been shown as recently as 2009. The campaign slogan for Kotex’s product U is “Why are tampon ads so ridiculous?” A shift in Kotex’s approach to its consumers is quite evident. Andrew Muerer, vice president for North American feminine, adult, and senior care for Kotex’s parent company, Kimberly-Clark, explains this within an interview. “We’re turning the light on ourselves, and we’re not saying, look at what other people do. We’re saying look at what we’ve done in the past, which typifies everyone in the category” (Newman B3). Advertisements for feminine care products too often use euphemisms and avoid facts. Meanwhile, women are often left feeling isolated, uneducated, and misunderstood. A period, historically, has remained a secret which has rarely been discussed beyond closed doors.
Kotex has initiated a new campaign, which better educates women with respect to their menses. Elissa Stein, co-author of the book Flow: The Cultural Story of Menstruation, explains that advertisements for feminine care products too often separate women from the truths regarding menstruation. “You never see a bathroom, you never see a woman using a product. They never show someone having cramps or her face breaking out or tearful — it’s always happy, playful, sporty women” (Newman B3). While Mr. Muerer explains that Kotex is taking a new approach, the advertisements presented on television provide limited factual information. Therefore, Kotex developed a website to educate interested individuals with respect to puberty and menstruation. In addition, Kotex urges visitors of its website, UbyKotex.com, to sign a “Declaration of Real Talk.” This vow says that one will defy societal pressures by openly talking about menstruation. For every woman to sign this vow, Kotex donates one dollar to the Girls for a Change foundation. Kotex’s campaign is unprecedented in menstrual product marketing. The website offers detailed explanations and videos about how to use their products as well as factual information about menstrual cycles. Information about changes during male puberty is also included in order both broaden and further educate the site’s audience. Kotex has developed future advertisements that are expected to air within the next month to accompany this campaign. Kotex’s marketing campaign seems to be a step in the right direction. The secrets of menstruation are now being opened to the public. A questions arises is how to successful do this and still maintain respectful privacy.
Anne Fausto-Sterling analyzes menstruation, Premenstrual Syndrome (PMS), and menopause, within her chapter, “Hormonal Hurricanes: Menstruation, Menopause, and Female Behavior.” She offers past research regarding menstruation and explains that more credible studies need to be conducted. “Reading through the morass of poorly done studies on menstruation and menopause, many of which express deep hatred and fear of women, can be a discouraging experience. One begins to wonder how it can be that within so vast a quantity of material so little qualities exists” (Fuasto-Sterling 121). Previous research concluded that women’s potentials were limited because of physical and psychological handicaps related to menses. This premise is beginning to be recognized as false, although much societal bias still exists. Fausto-Sterling argues that more factual information needs to be readily available and that women need to openly discuss their bodies. Menstruation should not equate as a shameful secret. Menstruation is a natural process that varies amongst women. This being true, numerous similarities do exist. Women need to be informed regarding the commonalities of menses and differentiate when/if abnormal symptoms occur. One could speculate that Fausto-Sterling would support Kotex’s U campaign. Kotex’s new marketing approach is a positive step for the public.
Gloria Steinem discusses the triangular relationship between advertisements, print (newspapers/magazines), and readers within her article, “Sex, Lies & Advertising.” In her article, Ms. Steinem focuses on her experience as the founding editor and publisher of the women’s magazine Ms. Ms. Steinem’s approach can easily be applied to television advertisements. The author acknowledges that media requires money in order to function, which is commonly provided via advertisements. Unfortunately, this allows for companies to exert certain influence over media. Therefore, numerous advertisements portray bias information with the sole purpose of selling a product. It could be hypothesized that Ms. Steinem would welcome Kotex’s new advertising campaign as a step in the right direction. Past commercials, which showed blue liquid being poured on a pad, provided little or no benefit to the viewer. Ms. Steinem asks a question at the end of her article, “Can’t we do better than this?” (Steinem 10). Perhaps Kotex recognizes that they can do better which has resulted in them shifting their marketing approach.
The goal of advertising is to sell a product. Many advertisements do not even refer to the product directly. This misrepresentation of information is not just a problem within feminine care products but advertising at large. As laws and rules change, marketing has become more informative to the consumer but additional steps are still needed. Kotex is self-ridiculing with respect to their past campaigns. This shift in advertising, by Kotex, may be reflective of their increased respect for women. As women become educated consumers their interest in buying products which disrespect their intelligence decreases. Questions arise. Is this campaign shift by Kotex reflective of a new respect for women and their intelligence or simply a more effective marketing approach? Companies only survive when consumers purchases their products. A more honest, educational approach is welcome, independent of motivating factors.
Past Kotex Commercials:
Commercial 1
Commercial 2
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Overall, Alex’s News Flash is both informative and very insightful. I enjoyed his discussion of the deceitful, manipulative way that the tampon industry has advertised in the past. These companies represent women’s periods in dramatized, often fantastical manner that doesn’t accurately represent the lives of most women. Kotex’s sudden turnaround is extremely surprising and interesting. The question about Kotex’s underlying motives must be posed…Is this company merely changing their approach to trick more women into buying their product, or are they sincere in their new, educational approach? We won’t know until Kotex’s bottom line is reported, and whether we say a change in their marketing strategy once again. However, I do feel that if Kotex is genuine, then they are making major strides in de-stigmatizing the menstrual cycle.
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