The evolving language around tampons and pads reflects a broader shift. Terms like 'feminine hygiene' or 'sanitary towels,' which reinforced the notion of menstruation as unclean, are being replaced by more accurate, plainspoken descriptors like period products. Similarly, brands are abandoning artificial blue fluid for realistic representations of blood and focusing on educating menstruators instead of perpetuating shame and stigma.
Moving beyond periods to actively promoting period sex might be a bold move by Kotex, but it's also in line with a pop culture moment. Recent movies Saltburn and Fair Play both featured graphic scenes of menstrual sex, shocking some viewers ("Gross!") and delighting others ("Hot!") but sparking conversations either way. Kotex recognizes that taboos around menstruation are social constructs that can be deconstructed, too. All it takes is conviction and lots of open discourse. One for your brand to be inspired by?
