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Reclaimed Language

Brands are empowering women to "take back" words that were previously taboo

Trend - Brands are launching new campaigns to spur conversations about women's sexuality and highlight the importance of destigmatizing sexual discomfort. These initiatives focus on reclaiming words like "pubic" and "moist" that many felt uncomfortable saying aloud.

Insight - Women's health has long been ignored in mainstream discources, and their sexual health, reproductive functions and sexual desires have often been overlooked because of this. Many are no longer standing for these oppressive tendencies and are advocating for an open, de-stigmatized appraoch to the representaiton of female health in media and advertising. These informed consumers demand that the brands they brands support actively fight for this representation.
Workshop Question - How can your brand rethink its gender support equality?
Trend Themes
1. Destigmatizing Female Sexuality - Brands are taking a stand to destigmatize the representation of female health in media and advertising, inspiring a demand for more progressive advertising that promotes sex-positive discourse.
2. Normalizing Female Body Hair - Female razor brands are breaking the taboo of body hair and illuminating the importance of self-acceptance through advertising showcasing body hair as natural, normal, and beautiful.
3. Fighting Period Stigma - Brands are challenging the long-standing taboo surrounding menstruation by launching campaigns and products that aim to combat period stigma, create period equity, and increase visibility of menstrual wellbeing.
Industry Implications
1. Advertising & Marketing - Advertising and marketing professionals can take note of the growing demand for more progressive, socially-conscious campaigns that empower historically underserved groups.
2. Women's Health & Wellness - Health and wellness professionals can learn from the destigmatizing campaigns and products being launched to support women's health and wellness.
3. Period Equity Advocacy - Humanitarian organizations and period equity focused businesses can take note of the innovative campaigns being launched by women's wellness brands and follow suit with inventive solutions to support people who menstruate.
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
10 Featured, 79 Examples:
166,904 Total Clicks
Date Range:
Oct 19 — Jul 22
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Uterus-Shaped Cereals
Uterus-Shaped Cereals
Period Crunch by Intimina Sparks Conversations About Menstrual Matters
Period Crunch is the conversation-starting cereal by health brand Intimina that launched as part of the ongoing Seen + Heard period positivity campaign, which normalizes and increases the visibility... MORE
Stigma-Breaking Sex Emojis
Stigma-Breaking Sex Emojis
LELO Submitted an Application to Introduce a Sex Emoji to Unicode
In an effort to end the stigma around “sex talk,” sexual wellness brand LELO recently submitted an application for the first “official” sex emoji to Unicode. In light of the... MORE
Empowering Body Hair Campaigns
Empowering Body Hair Campaigns
Billie Recently Launched a New Campaign on Body Hair
With the Rules of Body Hair campaign, Billie, whose Project Body Hair campaign normalized body hair, is delighted to unveil a fresh perspective on the issue. The new campaign aims to educate the... MORE
play_circle_filled Female Facial Hair Ads
Female Facial Hair Ads
Billie's Movember Ad Reminds That "Women Have Moustaches Too"
With every ad that it releases—including its new Movember ad—shaving subscription service Billie is bringing attention to the fact that for the last century, “women’s razor brands... MORE
Gen Z Period Campaigns
Gen Z Period Campaigns
The Kt by Knix and PERIOD. Campaign Fights Stigmas & More
The little sister brand to intimates and apparel company Knix, Kt by Knix, and PERIOD teamed up for a charitable social campaign called #periodovershare that aims to fight both period stigma and... MORE
Women-Empowering Razor-Brand Campaigns
Women-Empowering Razor-Brand Campaigns
Venus Announces its 'Vulva Appreciation Day' Campaign
Venus, Gilette’s beauty and shaving brand for women, dubbs May 12 as Vulva Appreciation Day. The campaign is led by Venus’ body positivity ambassadors Alex Light, Scarlett Curtis,... MORE
play_circle_filled Branded Pubic Hair Songs
Branded Pubic Hair Songs
'The Pube Song' from Venus Aims to Decrease the Stigma Around Pubic Hair
In light of Gillette Venus’ launch of a full range of pubic hair products for women, the brand released ‘The Pube Song’ to celebrate the hairs that often go unappreciated. With... MORE
play_circle_filled Sex-Positive Lube Ads
Sex-Positive Lube Ads
Havas London and Durex Collaborated on a Campaign Directed at Women
UK advertising agency Havas London has joined forces with Durex to launch a campaign that challenges viewers to get comfortable with the world “moist.” As the word is widely accepted... MORE
play_circle_filled Disruptive Razor Campaigns
Disruptive Razor Campaigns
Billie's 'Red, White, and You Do You' Reminds That Shaving is a Choice
As part of its Project Body Hair, empowering razor brand Billie made headlines last year for introducing the first-ever razor campaign to actually depict body hair. Now, Billie is introducing an all-... MORE
play_circle_filled Honest Menstruation Campaigns
Honest Menstruation Campaigns
Bloody Good Period's Music Video Fights Period Shame
Bloody Good Period, a charity that stands for menstrual equity and fights period poverty, created the #NoShameHere campaign for Menstrual Hygiene Day that aims to end period shame. According to... MORE

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Menstrual Product Delivery Stores
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