The Palgrave Handbook of Critical Menstruation Studies

Say no to shame, waste, inequality—and leaks! Menstrual activism in the market for alternative period products

“…On the one hand, convenient, relatively hygienic products that are easy to change and dispose of have enabled women's participation in spheres previously out of their reach (Kissling 2006, 6). On the other hand, research has convincingly shown how commercial advertising has framed menstruation as a problem to be kept out of sight (e.g., Delaney, Lupton, and Toth 1988;Kissling 2006;Timothy de Waal Malefyt and Maryann McCabe 2016;Laura Mamo and Jennifer Ruth Fosket 2009;Jill Wood 2020). Karen Houppert (1999) discusses the resulting situation as "the culture of concealment".…”

“…One target of activists' critique is the market for period products. Alongside environmental concerns, it has been argued that the advertising of disposable pads and tampons has framed menstruation as a problem to be managed, hidden, or suppressed in private with commercial products (e.g., Elizabeth Arveda Kissling 2013;Ela Przybylo and Breanne Fahs 2020).…”

“…To substitute mainstream period products, activists have encouraged the use of do-ityourself or alternative menstrual products. The term "alternative products" usually refers to products other than disposable pads and tampons produced by the four multinationals dominating the menstrual market (see Shannon Docherty 2010; Rose Grace Grose and Shelly Grabe 2014;Maria Punzi and Mirjam Werner 2020). Alternative products include for instance menstrual cups and discs, cloth pads, period underwear and sometimes organic tampons and pads.…”

“…Lupton, and Emily Toth 1988, 133;Kissling 2006, 97). In addition, based mainly on interview data, Punzi and Werner (2020) recently argued that alternative product businesses seek to challenge the menstruation taboo by conveying positive and educational messages (835).…”

“…Addressing these questions fulfils three gaps in existing literature. First, although advertising of menstrual products has been a topic in feminist research for decades, alternative products have received scant attention (for exceptions see Kissling 2006, 95-100;Punzi and Werner 2020). However, understanding how the marketing of alternative products may support and/or repudiate activist efforts for menstrual justice is essential in building public discussion and policy that addresses concerns over product sustainability and access, as well as menstrual shame and education.…”