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Concealing Anxiety: Advertising Period Underwear

One of the THINX ads that was apparently rejected for its public use of the term "period."

One of the THINX ads that was apparently rejected for its public use of the term “period.”

Perhaps no bodily function inspires as much public awkwardness as menstruation.  A host of consumer goods have long promised to resolve a pantheon of discretely acknowledged bodily realities like body odor, belching, acne, farting, bad breath, and bowel practices, and the success of such products is measured by their very invisibility: that is, nobody cares about your deodorant until you smell foul, we have little to say about toilet paper unless it inflicts injury,  and tampon failures are discussed in only the most delicate company (or reddit).  The market for such personal hygiene products extends back over more than a century, and it is enormously profitable: for instance, in 2014 the ten leading American deodorant brands accounted for $1.06 billion in sales. Read the rest of this entry