Procter & Gamble would like you to know their heart is in the right place – even if they appear to be having difficulty with the biological placement of other organs, such as the uteri and ovaries. And as Tampax battles the backlash from their moron statements, with Twitter’s reactions ranging from the sublime – “If you’re not a woman and your genitals are bleeding… call a doctor” – to the ridiculous – “I can only assume that Tampax now identifies with suppositories ”- a global boycott against all Procter & Gamble products (which includes Fairy, Pampers, Ariel, Febreze, Head & Shoulders, Oral-B, Pantene and more) has been called .
I’m trying to imagine the marketing meeting where the new Tampax position was signed and sealed. Was the suggestion made by a man or a woman? But here I am again simplistic. After all, it could have been done by a gray person, intergender, maverique, or astrogender (a fluid gender identity that shifts from male to female depending on the configuration of the night sky). Only heaven knows who clapped their hands and shouted, “Love it! This is the way to sell tampons. Because as a marketing ploy, Tampax made an epic triple failure.
First, there is the small question of women. I’m going to jump in here and assume that biological women are Tampax’s main clientele. Now not all will be hardcore feminists, ready to see a slight in the most benign words and actions. No, most will just be your average woman. Too busy to sweat the little things, but probably a little upset with a Tesco in Wales classifying period products as ‘non-essentials’ (what they later said was done in error); this woman will spend around £ 5,000 on sanitary products over her 40-year reproductive life.
Less of a jump and more than a small step brings us to what this woman might feel like to be reduced to a ‘bleeding person’, to have her sex made offensive and all that women have been through, suffered. and fought erased in the name of a cynical combat of what Laurence Fox so poetically calls “virtue vomits”. Not great, right? Fail # 1.
That leaves us with the trans men Tampax presumably targets – and Procter & Gamble’s # 2 failure. In the absence of a census collecting accurate data on this demographic group in the UK, the current best estimate is that it is one percent of the population. And since trans women clearly don’t need menstrual products, that leaves us with around 42-54% trans men, as well as non-binary individuals (at around 9%) – so let’s assume a total of 0.5 percent. hundred.
It’s only from what I’ve read that many, if not the majority, trans men feel anything but festive on times that are a monthly reminder of something they’d rather forget, and some in the trans community have already criticized Tampax’s post. So even though I’m not an accountant, alienating your core customers for a small percentage from a small percentage doesn’t seem to make a lot of business sense.
This brings us to failure # 3 – in my opinion, the most important failure: none of this is for the greater good. Because it’s empty and insane, the whole posture of Procter & Gamble will end in derision and division where there should be empathy and understanding. Made.