According to this article in today’s Sydney Morning Herald, “the vagina is becoming big business on American TV”. That’s right, people: turns out there is money to be made in yonder genitalia.
Apparently, those of us who grew up with “more graphic language and sexual images in the media” can talk openly about vaginas, rather than skirting around the issue with cute euphemisms (perhaps like generations past?). We are (apparently) also more relaxed about our bodies, so we’re less embarrassed about talking bodily-functions, etc.
But it’s the numbers that are most interesting. According to the article, “ad spending for feminine hygiene products, including tampons, panty liners and cleansers, was up nearly 30 percent to $218.9 million in 2010 from two years ago.”
That’s a lot of money.
I’m fascinated by that increase: what, exactly, has changed? Are we really that much more open about our bodies, or does one or two racy, boundary-pushing ads pave the way for a whole bunch more? (and now it’s been totally normalized. Or have we merely run out of ways to ‘shock’ audiences?).
Interestingly, the article (which explores pubic hair dye and Vajazzling) doesn’t mention the impact that the normalizing of pubic hair removal has had on women (nor the pot loads of money to be had in making them feel insecure about their untended, ‘natural’ bodies).
And at the end of the day, it’s kind of more of the same old thing. The last quote in the article is from Rhonda Zahnen, a principal at The Richards Group (the company responsible for this horrible TV ad), who says predictable things about how excited this is about the fact that people are now “talking about feminine hygiene”. “We just wanted to be sure that the conversation is focused on celebrating and empowering women,” she adds.
(I, personally, feel empowered to hate Zahnen’s ads).
To me it makes perfect sense that the vagina would be having its day: as we all know, the giant money-making machine is always looking for new targets.
The whole vag-spectacle is only empowering, however, if we use the attention for good — choosing to love our lady-bits, rather than feeling ‘empowered’ to subject them to hot wax, labiaplasty, or generalized body-hate.