The content launches at a time when women’s health issues are discussed more openly, with boldface names such as Drew Barrymore, Michelle Obama, Salma Hayek and others speaking out about menopause. Meanwhile, actor-writer-comedian Amy Schumer is a spokesperson for Tampax.
Yet the marketing around products in the space, especially femtech and sexual health, still runs a gauntlet of restrictions and censorship in the U.S. and elsewhere.
Comedy queens
But humor and celebrity can open doors, with Leggero and X Mayo riffing on the origin of the term “feminine hygiene,” which they say should get a gender flip.
“There should be a male hygiene aisle,” Leggero says in the mini-movie.
“It would just be a big old sign that said, ‘Wash your ass,’” X Mayo says as the two friends burst out laughing.
Eventually, the pair ends up in a laundromat with a baffled man staring at a pants-free Leggero, which makes perfect sense in context.
The short film drops as new owner Kimberly-Clark—home of Kotex, Kleenex, Cottonelle and Huggies—continues to pull Thinx under its corporate umbrella. The move follows massive layoffs at Thinx that culled 95 of its 109-person team earlier this year.
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