Although half of the world population, percentage point up, percentage point down, menstruate, menstruation has been one of the taboo elements that has remained until more recently. Talking about the rule was something that was not done and, when it had to be done, there were an overwhelming number of euphemisms for doing it. One researcher counted about 5,000 . These euphemisms and those codes of what can be said and what is not recommended were perfectly integrated into the marketing and advertising actions of companies, which have long designed products linked to menstruation.The rule has been, for decades and even centuries, a market opportunity for companies in many areas, from that of medical-sanitary products to those of hygienic products. The market for menstrual hygiene products moves an amount of money every year similar to that of Bahrain’s GDP, as estimated in Elise Thiébaut This is My Blood .The companies in the market want to take over the broadest part of the pie of that millionaire figure, so they launch new products, create (or at least that is what the researchers have been denouncing in recent years) needs derived in a somewhat artificial way and they organize advertising and marketing campaigns that make all these products known to their potential consumers.But while all those products go to the end of something related to blood, ad campaigns have avoided the color red and traditionally calling things by name.Advertisements for pads and tampons have regularly used metaphorical language and allusions to concepts that ended up becoming thematic clichés, such as clouds, cleanliness or freshness.And, to demonstrate the efficiency of the products, advertisers introduced a scientific-air format in the 90s. The first advertisements using the blue liquid appeared in the United States.

Blue was chosen first to Tuvalu Email List avoid censorship of advertising by the anti-obscenity laws that regulate television broadcasts and second because it conveyed a clinical, scientific and clean image. From there it jumped into the world and became a commonplace more of the advertising of menstrual hygiene products.Up to now. The influence of feminism and social changes have caused the representation of women in advertisements to change. It has also had an impact on how menstruation is talked about. In addition to having entered the media in a generalized and direct way (and not with clichés and euphemisms), brands have begun to change how they sell their products.

It is a logical move, since traditional companies were exposed to lose 21st century consumers.Red Pan tone ruler And these changes have led to the exile of the 90s clinical blue and the vindication of the color red.The latest example of this turnaround is in a Pantone stock, which is a collaboration with a Swedish menstrual brand, Intimina. Pantone has launched a “rule red” color, which according to the vice president of the Pantone Color Institute “inspires menstruating people to take pride in who they are.” The launch, as he explains to The New York Times , seeks to “encourage everyone, regardless of gender, to feel comfortable talking spontaneously and openly about this pure and natural function of the human body.”

And, although the action has been received with applause and criticism in equal measure, it shows not only that work is being done to end the taboo of the rule (and the forms of discrimination associated with it) and also that companies can no longer continue throwing the usual ads.An advertising nonexchangeable is not the first company to reclaim and claim red. The first campaign was a British Bodyform campaign that quickly went viral and, since then, has been steadily sneaking into advertising awards. The campaign, Blood Normal , was based on the idea, as one of its creators pointed out at the time, to show menstruation in a more honest way. The result was an absolute success.So much so, in fact, that it became a pioneer of a change in which the large multinational hygiene product companies have also begun to participate. Kimberly Clark’s Kotex announced a few months ago its plans to change the blue liquid in ads to red and had already started using it in social media creatives.

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