Mission-driven companies fight period stigma in Japan

Are (That), Ano-hi (That day), Okyaku-san (Guest), Onnanoko-no-hi (Girl’s day), Tsukinomono (The monthly things)… these are all Japanese euphemisms for the word “period.” For a long time, girls in Japan have been taught that periods are something they should hide from boys. Because of this, many women still feel ashamed of having periods.

In Japan, it’s common for shop staff to put sanitary napkins and tampons in dark-colored shopping bags when you purchase them. Although it’s not clear how this practice started, it has been accepted by women who want to keep their menstruation matters private or avoid unwanted male attention on their way home.

Unicharm leads movement to free people from period shame

#NoBagForMe is an ad campaign set up to question this practice and is led by sanitary pad manufacturer Unicharm. Acknowledging the unnecessary taboo surrounding menstruation, the company wishes to create a more welcoming environment where women can openly talk about their period. As part of the project, the company offers menstruation workshops to companies to improve everyone’s awareness about women’s well-being and reproductive health.

Furthermore, Unicharm has been making gender-neutral period product packaging in response to comments about the overly feminine designs featuring butterflies, pearls or flowers. While you see a range of various sanitary napkins in stores, it can be quite hard to find non-feminized designed packaging. Many women find the frivolous branding of period products inappropriate for something they have to use during their unpleasant time of the month.

Simple and genderless designs increasingly in demand

Daio Paper Corporation’s Elis range and minimalistic brand MUJI’s organic cotton sanitary pads are adding more options to the range of no-frills period products. Providing more variety would appeal not only to women who want to be liberated from the traditional image of menstruation but also to transgender or non-binary menstruators who feel uncomfortable with being associated with femininity.

On the other hand, Elis also released period napkin wrappers with fashionable flower prints in collaboration with Japanese artist Mika Ninagawa. Ninagawa says she wanted to deliver an eye-catching period product that lifts women’s spirits during their difficult time of the month.

Positive branding and messaging from these companies help to raise awareness about menstruation and combat embarrassment and shame. With these mission-driven companies turning outdated cultural stigmas on their head, the social norms around menstruation will hopefully evolve with confidence and pride.