“That”, shouldn’t always be the black words of women | Tomorrow’s Wave

In the women's 4×100m medley relay finals at the 2016 Rio Olympics, the Chinese team ranked fourth and missed the medal. After the game, Fu Yuanhui, who was the first player on the field, squatted on the ground. During an interview with reporters, she was helped up by her teammates, but her hand was lightly covering her abdomen, and her body still couldn't help but bend slightly.

Reporter: "Does the stomach hurt so much now?"

Fu Yuanhui: "Yes, because of the menstrual holiday yesterday, I will still be a little bit tired, especially tired. But this is not a reason, or I did not swim well."

Fu Yuanhui only regarded the menstrual period as an ordinary but unavoidable inconvenience. Many people know from this that the original menstrual period can be used to swim with a tampon, and it is not a big deal to tell the public about menstruation.

According to statistics, a woman will experience 450 menstruation in her lifetime, which is equivalent to more than 2500 days. In these more than 2500 days, women must be intimately with menstrual supplies.

In the past, the intimate partner was often a sanitary napkin; now, it can also be a tampon, menstrual pants, or menstrual cup.

Actually, they are earlier than sanitary napkins

Different from our cognitive order, sanitary napkins that are really fixed by plastic strips were actually on the market in 1969. Cotton slivers and menstrual cups were invented as early as the 1930s. The history of menstrual pants can also be traced back to Protective petticoat from the 1960s.

These seemingly trendy choices are not difficult to achieve in principle. The re-popularity of these sanitary napkin substitutes in modern times more symbolizes the liberation of ideas and women's concern for their own bodies.

▲ Stills of “My Heart Jumping''.

Built-in menstrual products

Tampon is a cotton cylinder that can be placed in the vagina to absorb menstrual blood. Compared with sanitary napkins, it is smaller in size, convenient to carry and more convenient for women's daily activities.

Restricted by its form, method of use, and social concepts, the tampon has been lost at the starting line forever, but its pace is accelerating.

In China’s feminine hygiene products, tampons account for less than 1%, but according to Zhiyan Consulting , the sales of tampons in China increased rapidly from 67 million to 408 million yuan from 2013 to 2018, of which 18-24 The age-old female consumer group is growing rapidly.

Tampax, a tampon brand under P&G, has entered the Chinese market three times. The first time was in 1989, and the second time was in 1999, but they both withdrew due to the overall social concept at the time. On January 16, 2017, Tampax "returned". In addition to Tmall and JD.com, it also entered the line. Down channel; in October 2019, female artist Zhang Zifeng endorsed Tampax.

Just like the reason why Tampax retired twice, "dare to use" and "unable to use" are still the reasons why most women are hesitant to use tampon.

The local tampon brand "oddsome" is produced by the popular science program "Hard Candy Video". Its main product is a long tube type tampon-a small green handle tampon, which is characterized by friendliness to novices.

▲ oddsome cotton sliver.

With the popular science background of hard candy videos, the core of oddsome's main brand is:

We hope to encourage women to take the initiative to understand their bodies and say no to the shame of menstruation through this product. The ultimate goal is to return to the original intention of sex education science, so that products and content can be harmonious.

On the one hand, "Hard Candy Video" will continue to assume the responsibility of sex education and physical education; on the other hand, oddsome has differentiated designs in catheters, cotton cores, and packaging to make it more suitable for domestic women, such as "Little Green Stem". "Tampon" uses a longer catheter, which makes it easier for novices to use.

Qi Jia used cotton slivers for the first time when he was in his sophomore year. After referring to several videos and posts, he succeeded the first time without any discomfort. It can even be said to be very good:

The use of tampons and sanitary napkins is indeed different, because the tampons are placed in the body, and the user does not feel the sensation of menstrual blood flowing out at all. At the same time, the skin does not need to be in contact with the sanitary napkins stained with menstrual blood for a long time, so it will be much more comfortable than sanitary napkins.

▲ Stills of the Japanese brain hole comedy “Physiological Sauce''.

But the insensitivity of the tampon sometimes makes Qi family forget to change the tampon in time, and it takes more than 6 hours to change the tampon; when the second or third day of menstruation is heavy, menstrual blood sometimes leaks out suddenly, so she chooses Sanitary napkins and tampons are used alternately.

The biggest doubt many women have about tampon is whether the tampon will cause harm to the hymen. The medical name of the hymen is the vaginal valve, and most of them have circular openings from which menstrual blood flows out. It is not a problem for the tampon to pass through the opening and will not damage the vaginal valve. Besides, the body belongs to only oneself, and there is no need to be kidnapped by traditional concepts.

▲ Tampax's 1990 tampon advertisement.

However, tampon may have the risk of TSS (Staphylococcus aureus toxic shock syndrome), but it is very rare in modern times. It can generally be avoided by choosing a suitable absorption model and using it for no more than 8 hours at a time.

Menstrual cups, like tampons, are menstrual products placed in the body.

It is a cup made of non-toxic, hypoallergenic and bacteriostatic medical-grade silica gel. It is placed in the vagina to catch menstrual blood during menstruation. It can be placed in the body for up to 12 hours. Take it out 1-2 times a day. Pour out the menstrual blood, and pay attention to disinfection and cleaning. It can be used repeatedly for up to 10 years.

▲Pinch-down pressing method of menstrual cup folding method. Picture from: Ruli Relief

The menstrual cup may be more niche than the tampon, but once the operation method is mastered, it is also non-sensory when placed in the body, and the menstrual cup will not cause unpleasant odors from menstrual blood and oxygen contact, and it will not be as stuffy as sanitary napkins. And easy to breed bacteria.

It is worth mentioning that Loon Lab in San Francisco has launched the world's first smart menstrual cup LOONCUP, which is composed of a sensor, a battery and a Bluetooth antenna. The sensor can sense the volume and color of the liquid and transmit these data to the mobile terminal in real time. , To help women better manage their health.


Even if people who are used to using tampons or menstrual cups say they are infinitely good, it is difficult to avoid the fear of novices who put these "foreign objects" in the vagina. Most of the time, we don't pay attention to this part of the body. We are also afraid to touch and understand it. We don't even know that menstrual blood and urine are discharged through two channels.

If you are interested in menstrual cups and tampons, you might as well give them a try. If you don’t like them, don’t force them. Qijia who knows the advantages and disadvantages of slivers still highly recommend slivers:

After using the tampon, I feel that I understand my body better.

Absorb and leak-proof menstrual pants

In terms of shape, menstrual pants similar to ordinary underwear may be more acceptable than cotton slivers and menstrual cups.

Menstrual pants are not disposable sanitary napkins such as "pajamas", but a kind of reusable functional underwear with multi-layer crotch technology, which can absorb and prevent leakage and can replace sanitary napkins and pads ( Depending on menstrual blood volume), the service life is about 2-3 years.

The crotch of menstrual pants is composed of at least 3 layers of functional fabrics. The first layer absorbs instantly, inhibits bacteria and deodorizes; the second layer has strong absorption and fresh smell; and the third layer prevents leakage, wicks moisture and breathes.

▲ Absorption performance of menstrual pants. Picture from: Ruri Relief

According to Vogue Business, by 2026, the global menstrual protective underwear market is expected to reach 1.3 billion US dollars. American Thinx, Canadian Knix and Australian Modibodi are well-known brands. Relative to the saturation of the menstrual protective clothing market abroad, the domestic market is still relatively vacant.

In August 2020, the underwear brand "Naiwai" launched the first domestic technology-based physiological pants product "PANTIE PRO Extraordinary Pants".

"Ruli Relief" is the country's first technology menstrual pants brand, focusing on menstrual technology and functional clothing. Its name also carries a beautiful meaning: to help women relieve the irritability and trouble caused by menstruation.

Half-pack buttocks, boxer, easy-to-remove, black technology, cloud-sensing menstrual pants… These versions are subdivided in this way, hoping to meet the special needs of women in different menstrual scenes and life scenes, such as menstruation. Fitness, running, matching personal clothes, while exploring consumer acceptance of different versions.

▲ “Ruli Relief'' is easy to disassemble.

EMMA, the founder of Ruli, told Ai Faner:

In the future, in addition to expanding menstrual scenarios, we will also expand differentiated sports non-marking panties, travel quick-drying panties, quick-drying sports vests, anti-bump slings and other functional clothing to reduce the need for more changing scenes and make travel more convenient. Convenient and more efficient.

Doesn't it really leak? This is where consumers are most curious about menstrual pants.

▲ Use scenes of menstrual pants.

Generally speaking, the carrying capacity of menstrual pants is sufficient, but when the menstrual blood volume is large, it is better to use it with tampons, sanitary napkins, and menstrual cups. It is also suitable for non-menstrual scenarios such as postpartum urine leakage.

Sports brand Adidas launched the "Stay in Play" menstrual protection tights in June this year.

"Stay in Play"-Adidas is designed for every woman who wants to continue exercising during her menstrual period.

However, the design of "Stay in Play" pays more attention to sports performance rather than absorption performance. It only provides an additional leak-proof protective layer and still needs to be worn with a tampon or pad.

▲「Stay in Play」.

Although there are so many kinds of segmented menstrual products to choose from, we cannot ignore the existence of menstrual poverty. The sinking market is still the world of "bulk sanitary napkins" and "branded sanitary napkins."

In fact, the cost of the bare material of sanitary napkins is not high. The real reason for the high price of sanitary napkins is the marketing process and distribution network. High-end product line means better material, appearance and quality, but this does not mean that its low-end line does not meet product standards.

In the sanitary napkin market in low-tier cities and rural areas, "utility" and "scale" are still key words.

How to better meet the needs of women?

When talking about menstrual products other than sanitary napkins, there are inevitably controversies about concepts and functions, such as "Is this really easy to use?" "Is this not suitable for unmarried women?"

Learn more and experience more, instead of busy questioning, maybe it is a better way to resolve disputes.

▲ Stills of “The End of the Wild Flower''.

Similarly, when we see a product that serves the needs of women, we should first judge whether it meets the actual needs, rather than being limited by traditional concepts and refuting it preconceivedly. Female toys are a stark example.

Nan Qilin, the founder of the domestic art sex brand Cachito, discovered when he first entered the industry that practitioners acquiesce that the main audience of sex products is women around the age of forty, and often talks about "30 like a wolf and 40 like a tiger". The resulting detail page is also like a pornographic website, trying every means to play the sideball.

▲ Cachito “cat paw''.

And the Taobao data at the time showed that the main buyers of sex toys were men, even for female toys, more than 70% of the buyers were men.

"I don't think the trend should be this way, so at the beginning it was positioned as a student with a higher education, a white-collar woman, aged between 18-30." Nan Qilin told Ai Faner.

At present, more than 70% of Cachito users are women between the ages of 18-26. They have high requirements for the product. They will give negative reviews if they are not good in one aspect, but they are also willing to share their experience and suggestions for improvement. When there are conflicts in demand, Nan Qilin chooses to make the appearance first, and then think of ways to reduce the sound and improve the quality:

"Only in terms of function, there is a difference in sex toys, but the difference is not too great. The 9.9 free shipping product is also the same. High-quality masturbation or sexual life requires an all-round experience. Starting from opening the package, sound, visual , Feel good in all aspects."

▲ Cachito “steals joy''.

And some brands that take women's needs as the starting point have failed to avoid frowning confusing behavior.

Ubras, a non-size underwear brand that focuses on "comfortable and easy to wear", found talk show actor Li Dan as the endorsement. In the copy, the sentence "make women easy to lie down to win the workplace equipment" was opposed and criticized by many netizens. "Lying to win" stands for "Lying to win", which means that even if you do not act, you can win. A man openly said that underwear allows women to "lie to win" in the workplace. It is too easy to contact workplace sexual harassment and unspoken rules.

Sophie's "good warm sanitary napkins" also make people laugh. Its original intention is to warm the lower abdomen, but in actual use, it may not be able to stick to the lower abdomen. On the contrary, it causes the sensitive parts to be hot, painful and itchy, and the bloody smell is more obvious. After a blogger personally commented, he gave an appropriate analogy-"a walking hairy Wang."

▲ B station UP@小兔宝盖.

Women's needs exist objectively, and it is hard to fake whether the product is in place. Brands should be more aware of who their products serve.

Keep "she", see "she"

When women buy sanitary napkins, the clerk often wraps them in black plastic bags; before women take out the sanitary napkins in their bags in public places, they may first pay attention to whether there are men nearby; you "that" come first Oh my god, it's a kind of art to communicate menstrual period.

▲ Screenshot of "Want to See You".

As these accustomed life scenes metaphor, although many products already meet the needs of women as the physical sex, but because of the existence of some social subconscious, we still can not talk about them generously.

Oddsome, a tampon merchant dedicated to sex education, still chooses to ship privately, which is also based on realistic considerations:

"Private delivery is because we feel that the privacy of users needs to be protected, and does not conflict with the shame of refusing menstruation. It will take time to completely break the shame of menstruation. Before that, as a brand, you still need to consider users."

Similarly, the liquid in sanitary napkin advertisements is often blue, and red, which represents menstruation, is rarely seen in marketing. The first time a red sanitary napkin appeared in an advertisement was in 2014-only 7 years from now.

▲ Menstrual red.

In October 2020, Pantone, an international color standard agency, and the Swiss physiological products brand INTIMINA designed a new color number called "Period" to express self-confidence, activity and adventurous spirit, so that women can Be proud of the inherent vitality.

Yes, this is just a color. When it is finally exposed to the eyes of the world generously, it can still convey the idea simply and powerfully: menstruation is red, and menstruation is not a taboo.

In 2016, the British sanitary napkin brand Bodyform made a "blood dripping" advertisement. It did not focus on menstruation itself, but showed the rough scars and blood stains of girls in sports, including ballet, boxing, mountaineering, etc. Wait, expressing such a theme:

No blood should hold us back. Don't let your period stop you.

▲ Bodyform advertisement.

Girls who "fight in blood" should be seen in such a vigorous posture. What is worthy of recognition is the girl's power itself. This power can't stop menstruation, and other factors can't stop it.

Although we hope that everyone can be comfortable during menstruation, and even move as freely as in the advertisement, this is not always the case, and many women suffer during their menstrual period.

When the "her economy" rises and catering to female consumers becomes a trend, the possibility of "stepping on thunder" is greatly increased. Before we propose solutions to women’s needs, we must first empathize with women’s pain.

▲ Screenshot of “London Life''.

In the third episode of the second season of the British drama "London Life", the 58-year-old working woman Belinda Friers said to the 33-year-old heroine Fleabag:

Women’s pain is innate, and we are biologically destined to suffer. Aunt’s pain, milk pain, childbirth pain… When you finally can accept them, menopause is finally here. It is the luckiest in the world. Although it is true that the pelvis will collapse, and although no one will tease you even if it becomes very delicate, you are free, and you are no longer a fertility machine, just a pure female white-collar worker.

When we talk about "genderlessness", we also want to reduce the gap between the genders and seek commonality between genders. "genderlessness" is definitely not about invisible to "her", but to make "her needs" no longer winking, trying to cover up. No longer need to be connected with outdated concepts and narrow-mindedness. Women’s pain is inherent, but it should not be a hindrance.

▲ Screenshot of “What is the antonym of a girl''.

An advertisement for the new underwear brand "Jiao Nei", "What is the antonym of a girl" inspired me. The antonym of women is not male, and there is no doctrine that can generalize everyone. We need to see specific people, specific problems, and specific needs.

The opposite of "Ah, menstrual period" is "Yes, menstrual period." Such a change is very good.

Grapes are not the only fruit.

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