Kotex Leads Industry & Celebrates Feminine Flow by Using Blood-Like Liquid in Recent Ad

Avatar Flux Air Team | January 29, 2020

In a recent ad, Kotex celebrates feminine flow by using a blood-like liquid to provide transparency on an experience that occurs monthly for half of the population.  

The U by Kotex brand advertisement was released on social media to promote their new line of ultra-thin maxi pads. Social media followers were pleasantly surprised to see Kotex’s recent ad. The video drips red-liquid rather than the sterile blue which many have come to know throughout the years. 

U by Kotex Instagram Screenshot

“Blood is blood. This is something that every woman has experienced, and there is nothing to hide,” Sarah Paulsen, creative and design director for Kimberly-Clark’s North American feminine-care brands, told the Wall Street Journal.

In 2017, Bodyfoam, a feminine product band based in the UK debuted proper representation of menstrual blood. They were also the first mainstream brand to do so. In a survey of up to 10,000 women, 74 percent voted on seeing more realistic advertisements. 

Bodyform ad
Bodyform Ad

“We know that the ‘period taboo’ is damaging,” the brand’s marketing manager Traci Baxter told Cosmopolitan UK at the time. “It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing. As a leader in feminine hygiene, we want to change this by challenging the taboo and ultimately removing the stigma, making it even easier for anyone to talk about periods, now and in the future.”

Blood is not filthy.

The menstrual cycle has often regarded with shame as well as secrecy through recent ages. What was once regarded as the highest has been tainted with an imbalance in modern society. However, as voices step up and claim rightful power, brands follow suit.