J. Bowen at No Watermelons has been doing some research on the history of feminine hygiene. Really, it's fascinating stuff:

Just before World War I the Kimberly-Clark Company developed a highly absorbent form of cellulose that they called Cellucotton. It was 5 times as absorbent as cotton and more resistant to infection at half the price.... They discovered that nurses had been using the pads as what we now call 'sanitary napkins' and thought they could commercialize it. But how? — the management didn't want the company name associated with the product, and even ladies' magazines wouldn't take ads for it.... The association problem was solved by setting up a whole new subsidiary. The ad agency addressed their issues by renaming the product Kotex, as in 'cotton textile', and simply noted that it was highly absorbent without further hints. And even this was too much for Ladies' Home Journal back in 1921.

But women had trouble figuring out what they were supposed to use this stuff for, and sales were slow until Kotex finally began marketing the product as "A Safe Solution to Women's Greatest Hygiene Problem."



Bowen notes that advertising has come a long way since then, to some men's discomfort: "Before it's over I'm sure Tampax will sponsor a bowl game."

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