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  • Social taboos affecting women are increasingly being discussed openly
  • Social taboos affecting women are increasingly being discussed openly
    HelloFlo (2014) ©
CASE STUDY

HelloFlo: making periods funny

Tampon subscription service HelloFlo has won millions of fans by rejecting euphemism in favour of hilarious honesty. But what does its humorous take on being a 12-year-old girl tell us about what we really want from our most intimate brands? How honest is too honest?

Location United States

Scope
In the 1970s, feminist Gloria Steinem imagined a world where men had periods. “Guys would brag ‘I'm a three-pad man’, or answer praise from a buddy by giving fives and saying ‘yeah, man, I'm on the rag!’," she said. [1] Her point being: for women, periods are something to be ashamed of, and it’s stupid. But four decades later, advertising for feminine hygiene products is still associated with white Lycra and blue-liquid filled coyness.

But Steinem’s vision of a shame-free period is finding a latter-day commercial champion in the form of a ...

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