(Johnson & Johnson) Modess ads: "Silent Purchase," June
1928; another from 1928,
1931,"Modess . . . . because"
ads, the French
Modess, and the German "Freedom"
(Kimberly-Clark) for teens.
See other marketing
devices: Ad-design contest for menstrual
products in the United Kingdom; B-ettes tampon
counter-display box and proposal to dealers,
with contract; (U.S.A., donated by Procter &
Gamble, 2001); "Your Image
is Your Fortune!," Modess sales-hints
booklet for stores, 1967 (U.S.A., donated by
Tambrands, 1997)
See a Modess True or
False? ad in The American Girl magazine,
January 1947, and actress Carol
Lynley in "How Shall I Tell My Daughter"
booklet ad (1955) - Modess
. . . . because ads (many dates).
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Ad for Nupak menstrual pads
(November 1926, U.S.A., made by Johnson &
Johnson)
Most women seem not to like
menstruating very much, and
manufacturers of menstrual products
have tried to make their products
reduce the discomfort, mental and
physical, that these women experience.
"Daintiness"
is not usually associated with
menstruation, but many women want to
feel connected with this very feminine
trait, perhaps especially when
menstruating (the ultimate
association, by name anyway, is the "Daintette"
menstrual cup, from Dainty Maid, Inc.;
inserting, removing, emptying and
cleaning a menstrual cup are not the
daintiest acts in the world, in spite
of the name, which "euphemizes" the
acts.)
Read Dr. Lillian Gilbreth's report to
Johnson & Johnson about what women
looked for and avoided in pads and
related apparel in the 1920s in
America, and how this changed pad
design (American women apparently
couldn't buy commercial
tampons until the early 1930s.)
I don't believe we see "dainty" very
much today in advertising for women's
products, probably because it sets
women off too much from the rough
world of work, which they are more a
part of, and want to be a part of (at
least many of them do), nowadays.
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"Daintiness" is in the
headline and the body of the text. I
think the word, which no one would
associate with menstruation, tries to
elevate the subject to comfort women.
The woman's stylized Art-Deco face, of
course, has nothing to do with
menstruation, but with being in
fashion.
The small words at the bottom are
Nupak is easy to
buy. The name is
easy to say[,] easy to remember. Ask
for Nupak at your drug store. Priced
at sixty cents per box of one dozen.
[The same or about the same price as
Kotex.]
Both Johnson &
Johnson and Kimberly-Clark, maker of
Kotex, started out as bandage
manufacturers, thus the cross in the
ad, which also gives a medical
connection and thus assurance -
somehow.
Read about named
persons writing ad text or
giving advice, as above.
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In
1927, Dr. Lillian Gilbreth gave a report to
Johnson & Johnson (read two
excerpts, below) about what women
wanted in menstrual pads and
accessories. She rated Nupak better
than many, music to J&J ears,
since it made them. I have a feeling
nothing got by her, and she didn't
write to please.
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For more daintiness, see a Nupak ad from 1927 and a Kotex ad from 1932. (Johnson &
Johnson) Modess ads:
"Silent Purchase,"
June 1928; another from 1928,
1931,"Modess . . . . because"
ads, the French
Modess,
and the German "Freedom"
(Kimberly-Clark) for teens.
© 2000 Harry
Finley. It is illegal to reproduce or
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