The evolving landscape of menstrual product advertisements in the United States: 2008-2018

As menstrual product advertising evolves within the United States, it is important to understand how advertising messages, which have been shown to impact self-esteem and feelings of shame, may be influencing young people today. We analyzed menstrual product advertising over ten years (2008-2018) through a survey (n = 198) and focus groups (n = 21) with college and graduate student-aged adults. Three themes emerged: an emphasis on femininity and shame; the presence and role of men in the menstrual process; and racial, gender and body type inclusivity. Advertising shifts toward messages of inclusivity may positively influence young people’s perceptions toward their bodies and menstruation.