Selling Shame: Feminine Hygiene Advertising and the Boundaries of Permissiveness in 1970s Britain

This article uses a 1972 television advertising campaign for Femfresh vaginal deodorants and the backlash against it to explore how women grappled with the permissive society in their bathrooms and living rooms. It uses women's magazines and the business archives of Femfresh to trace the popularity of vaginal deodorants in the early 1970s and show how advertising for the product played on women's fears of undesirability and shame about their bodies during a period of changing sexual mores. It details how feminist campaigners Women in Media (WiM) constructed a campaign against vaginal deodorants and how adverts for the product became linked in press coverage to trial television adverts for Lil-lets tampons, before analysing complaints made about both product categories collected by the Independent Broadcasting Authority. The contested terrain of feminine hygiene advertising adds nuance to historical understandings of debates around ‘permissiveness’, suggesting that, for some women, frank discussions of bodily functions were not inherently ‘indecent’, but rather had a correct time and place. WiM's campaign and the complaints collected illustrate how women of varying political leanings utilised conceptions of shame to exert limited control over the extent to which feminine bodies were up for public consumption in 1970s Britain.