As feminism shapes both culture and commerce, how brands represent menstruation has real impact. Honest, thoughtful campaigns can challenge stigma, spark conversations, and make periods visible in a way that respects and empowers those who experience them.
In recent years, feminism has become more than just a topic in social debates; it is also making waves in marketing. A 2022 study by the Environics Institute found that 89% of Canadians agree that more needs to be done to promote gender equality. With that momentum, brands are under increasing pressure to reflect feminist values in their campaigns, especially when it comes to periods.
Menstrual Products and the Power of Advertising
Periods are a natural bodily function, yet menstruation remains stigmatized around the world. In some cultures, people who menstruate are still considered “impure” or excluded from daily activities. Even in places like North America, shame around periods is deeply ingrained. One U.S. survey found that 58% of women felt embarrassed simply because they had their period.
Marketing plays a huge role in shaping these perceptions. For decades, advertisements either avoided menstruation altogether or reinforced feelings of shame. In the U.S., ads for pads and tampons were banned from television until 1972, and it wasn’t until 1985 that the word “period” was actually spoken in a commercial.
For years, commercials used blue liquid to represent menstrual blood; a surreal, almost cartoonish symbol that distanced people from the reality of periods. That changed in 2017, when Bodyform broke new ground by showing red blood in an ad campaign. Around the same time, the brand Nana launched its #BloodNormal campaign with the tagline: “Periods are normal. Showing them should be too.” While these ads sparked important conversations, some were banned from TV for being “offensive,” highlighting just how strong period taboos still are.
The Rise of Feminist Marketing
These shifts in advertising reflect the broader influence of feminist activism. Today, brands are increasingly embracing what’s known as feminist marketing or femvertising: campaigns designed to challenge stereotypes and promote gender equality.
According to Définition Marketing, femvertising refers to brands carrying feminist messages, or at least striving to give women greater visibility and empowerment in society through their campaigns. This isn’t limited to companies that sell products for women; any brand can choose to take a stand. In fact, in 2018, 28 major brands committed to tackling gender stereotypes in their ads, from how women are portrayed on screen to the roles they are given.
Done well, feminist marketing can normalize menstruation, promote body positivity, and help dismantle stigma. Done poorly, it can backfire.
The Problem With “Feminism Washing”
While many brands embrace feminist messaging, not all of them practice what they preach. This performative strategy has been called feminism washing. Journalist Léa Lejeune defines it as the set of marketing and communication tactics used by companies to appear feminist without making meaningful internal changes, such as ensuring pay equity, improving working conditions, or addressing sexism within their own organizations.
In other words: it’s easy to sell empowerment, harder to practise it.
Why This Matters
Marketing is powerful. It not only reflects social norms, but also shapes them. By showing menstruation honestly, advertisers can help dismantle stigma that has lasted for generations. But if campaigns only use feminist messaging as a branding tool, they risk reducing activism to aesthetics.
For menstrual companies especially, the stakes are high. Every campaign has the potential to either reinforce shame or help create a culture where periods are understood, normalized, and respected.
Bottom Line
The way periods are represented in marketing reflects broader cultural attitudes and has real-world consequences. As society continues to evolve, brands have an opportunity to lead change by making thoughtful choices in how they communicate. By aligning their actions with meaningful values, companies can contribute to a more inclusive, understanding, and equitable culture, not just for people who menstruate, but for everyone.
