The blood of menstruation is not blue - the degree of extremism of English CM who broke the industry taboo

The blood of menstruation is not blue. For women, it is natural that some men who have seen CM of sanitary items may not know. For such a long time ago, CM for sanitary napkins used mysterious blue liquid for some reason to express blood. Until now.

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British sanitary article manufacturer "Body Form" is the topic for the first time using a red liquid in a sanitary napkin's CM. Here is the explanation of the video for 20 seconds. "Naturally, the blood of a menstruating woman is not blue." And drip a red liquid on the napkin. In addition to the scene where men casually purchase napkins at convenience stores, women wear dresses in the form of napkins at cosplay parties, as well as super realistic scenes where blood strikes a little on the thighs of showering women. The CM ties like this. "Menstruation is a matter of course" "It should be natural to show menstruation."

This CM is a part of the "Blood-Normal" campaign that the body form develops to "eliminate menstrual taboos". The internet survey was conducted on men and women aged 13 to 50 who reside in the UK, France, the Netherlands, Sweden, Russia, Mexico, Argentina, South Africa, China and Malaysia. Three quarters of respondents said they wanted to express sanitary supplies more realistically.

■ What does a woman shed blood in sports mean?

"Taboo view of menstruation is harmful to society," says Tracy Baxter, who is a marketing manager for body forms. "I want to challenge taboo as a leading company of sanitary products and remove the tendency to make menstruation shameful or dirty.I believe that any taboo will be accepted normally as much as people see it."

Last year, the body form produced a commercial using a video demonstrating how to use a napkin for the first time in the industry. A female artist of a circus team wears a napkin in underwear. Besides, I have created a CM that spotlighted a woman who works hard while shedding blood through boxing and rock climbing. The catchphrase at the time "any blood can not stop you." It also included a message that you do not have to give up intense exercise even during menstruation.

■ The word "menstruation" is taboo until 1985 Although

it may feel that the media still hesitates the real expression on physiology, it is obsolete, but in the American television industry, the word "menstruation" itself can be used There was no era. The first time I used the word "menstruation" on television is the CM of the 1985 tampon who appeared by Courtney Cox before breaking at the popular drama "Friends" in the US. By the way, CM of sanitary supplies has only just begun 10 years ago.

A blue liquid that looks exactly like soft drinks and laundry detergents says, "Girls who have not started physiology yet will give an image that is completely different from reality," the English self-esteem team "The Self Esteem Team "Co-founder Nadia Mendoza says. "My first physiology is difficult even for a moment, it gets more uneasy if I see unexpected bleeding, a blue liquid just confuses the girls." Although support for exercise that does not look at physiology as taboo is expanding, For the moment the blood of CM in sanitary supplies still remains blue. Perhaps men who believe it is the truth make it.

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