As I walk through my local CVS looking for a box of led-less tampons, I search for the sign “feminine hygiene products” marking the aisle, a routine many people follow. But why are tampons, pads, diva cups and tons of other period products disguised in a discrete (“hygiene”), non-inclusive (“feminine”) title instead of just calling the aisle “period products”?
This title creates an assumption that periods — a natural bodily function billions of people deal with in their daily lives — need to be hidden in broad non-inclusive terms. The name also suggests that only women need period products, not taking gender identity into account and excluding millions of menstruators who do not abide by or fit into the category of “feminine.” But there are no gender identity criteria one must fall under to menstruate. It also uses the term hygiene, which at first glance does not directly contradict period products' purpose but does create an impression that periods need to be “kept clean.”
The euphemism “feminine hygiene,” under which many products are hidden, stems from the Comstock Act of the late 1800s which outlawed all obscene materials, banning the rights to sell or advertise products that were labeled as contraception or products that directly referred to sex. As the birth control industry was becoming increasingly widespread, it had to find loopholes in the legislature in order to continue selling its products over the counter. “Feminine hygiene products” began appearing everywhere, with thousands of brands catching onto the trend. Though the Comstock Act is considered a “zombie law” (an unenforceable and unconstitutional law that was never repealed) it is still technically in effect, even causing concerns about its impact on abortion rights after the overturning of Roe V. Wade.
In many parts of the world there is an idea that periods are a taboo topic, that they should not be discussed, or discussed only in code, or simply relegated to the private sphere. Using euphemistic language — “that time of the month” or “shark week” — are common ways people refrain from simply saying the word "period." Periods have been so stigmatized that speaking about them freely has become unusual and is often seen as inappropriate. Menstruators around the globe have been taught their periods are something to be ashamed of, and to not bring the topic up in public since it is not an “appropriate topic.”
If we want to achieve gender equality and mutual respect — necessary components of a just society — we must learn to be open and unapologetic about such topics as periods. There is nothing inherently wrong about the natural processes of the body. Hiding something purely because it is associated with femininity makes it particularly problematic.
The term “feminine hygiene products” feeds into these insecurities, reinforcing the taboos surrounding periods and perpetuating gendered prejudice and inequality. There needs to be a shift in how we talk, discuss, and educate about periods. We must change our language if we want the discourse around periods to be fairer and less shameful. Being discreet and apologetic is not the same as being tolerant, respectful, and professional.