# Reclaimed Language Brands are empowering women to "take back" words that were previously taboo. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published May 20, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/reclaimed-language ## Key Figures - Trend score: 5.1/10 - Evidence articles: 10 ## What is the Reclaimed Language trend? **Reclaimed Language:** 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. ## The consumer insight behind the Reclaimed Language trend 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. ## At a Glance - Evidence: 10 featured examples - Articles from: Jun 26, 2019 to Jul 26, 2022 - Published: May 20, 2021 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Reclaimed Language trend ### 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. ### 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. ### 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. ## What the Reclaimed Language trend means for industry ### For Advertising & Marketing Advertising and marketing professionals can take note of the growing demand for more progressive, socially-conscious campaigns that empower historically underserved groups. ### For 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. ### For 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. ## Workshop question How can your brand rethink its gender support equality? ## Trend signals for Reclaimed Language Trend score 5.1 out of 10, from popularity 72%, activity 70%, freshness 12%. - Popularity: 72% - Activity: 70% - Freshness: 12% ## Examples of the Reclaimed Language trend 10 featured examples from Jun 26, 2019 to Jul 26, 2022. - [Uterus-Shaped Cereals](https://www.trendhunter.com/trends/period-crunch): Period Crunch by Intimina Sparks Conversations About Menstrual Matters (Category: Lifestyle) Implication: Opportunities for creative product design and packaging that educate the public about important health issues. - [Stigma-Breaking Sex Emojis](https://www.trendhunter.com/trends/lelo): LELO Submitted an Application to Introduce a Sex Emoji to Unicode (Category: Naughty) Implication: The sexual wellness industry can benefit from embracing sex-positive messaging and creating more inclusive digital resources for sexual exploration. - [Empowering Body Hair Campaigns](https://www.trendhunter.com/trends/body-hair-cmapaign): Billie Recently Launched a New Campaign on Body Hair (Category: Marketing) Implication: This industry can adopt the trend by developing new products, services, and marketing communication plans that promote body hair acceptance and awareness, setting new societal nor… - [Female Facial Hair Ads](https://www.trendhunter.com/trends/movember-ad): Billie's Movember Ad Reminds That "Women Have Moustaches Too" (Category: Marketing) Implication: Opportunity for companies to innovate with product lines that cater to diverse beauty needs and challenge societal beauty norms. - [Gen Z Period Campaigns](https://www.trendhunter.com/trends/kt-by-knix-and-period): The Kt by Knix and PERIOD. Campaign Fights Stigmas & More (Category: Lifestyle) Implication: Opportunity for feminine hygiene companies to move beyond traditional messaging and products and embrace period positivity and charitable initiatives. - [Women-Empowering Razor-Brand Campaigns](https://www.trendhunter.com/trends/vulva-appreciation-day): Venus Announces its 'Vulva Appreciation Day' Campaign (Category: Fashion) Implication: Brands can take inspiration from Venus' campaign and launch their own body-positive and education-led initiatives in the beauty and personal care industry. - [Branded Pubic Hair Songs](https://www.trendhunter.com/trends/the-pube-song): 'The Pube Song' from Venus Aims to Decrease the Stigma Around Pubic Hair (Category: Marketing) Implication: Personal care companies can leverage this trend to create individualized grooming product lines that cater to different types of hair, skin tones and conditions. - [Sex-Positive Lube Ads](https://www.trendhunter.com/trends/havas-london): Havas London and Durex Collaborated on a Campaign Directed at Women (Category: Marketing) Implication: The destigmatization of sexual discomfort opens up disruptive innovation opportunities in the sexual health industry, such as new lubricant products and sexual wellness technologi… - [Disruptive Razor Campaigns](https://www.trendhunter.com/trends/razor-campaign): Billie's 'Red, White, and You Do You' Reminds That Shaving is a Choice (Category: Naughty) Implication: Razor brands can disrupt the market by creating products and campaigns that prioritize inclusivity and body positivity. - [Honest Menstruation Campaigns](https://www.trendhunter.com/trends/period-shame): Bloody Good Period's Music Video Fights Period Shame (Category: Social Good) Implication: Feminine hygiene product companies can collaborate with menstrual equity campaigns and promote period-inclusive workplaces to improve health outcomes and end period poverty. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)