This 1970s-era magazine advertisement for Modess sanitary napkins asks women to reconsider the feminine protection options their mothers passed along. Johnson & Johnson's Modess ads ran for decades. The campaign is best known for its "Modess because" ads, which featured glamorous models wearing evening gowns.
'Feminine hygiene' ads —
This 1970s-era magazine advertisement for Modess sanitary napkins asks women to reconsider the feminine protection options their mothers passed along. Johnson & Johnson's Modess ads ran for decades. The campaign is best known for its "Modess because" ads, which featured glamorous models wearing evening gowns.
Advertising Archive/Courtesy Everett Collection
This advertisement from a 1943 McCall's magazine offers prizes -- in the form of war bonds -- for women's stories about transitioning to Modess brand sanitary napkins.
'Feminine hygiene' ads —
This advertisement from a 1943 McCall's magazine offers prizes -- in the form of war bonds -- for women's stories about transitioning to Modess brand sanitary napkins.
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This 1960s-era Tampax adverstisment reads, "In your thoughts summer joys are never ending. Nothing keeps you out of the swim, away from the merriment, apart from the party, nothing can ... If you use the cool, clean, fresh protection of Tampax."
'Feminine hygiene' ads —
This 1960s-era Tampax adverstisment reads, "In your thoughts summer joys are never ending. Nothing keeps you out of the swim, away from the merriment, apart from the party, nothing can ... If you use the cool, clean, fresh protection of Tampax."
Advertising Archive/Courtesy Everett Collection
This Fems Feminine Napkins advertisement encourages women to "wear Fems -- and forget!"
'Feminine hygiene' ads —
This Fems Feminine Napkins advertisement encourages women to "wear Fems -- and forget!"
Masturin has been advertised as an herbal remedy for "female disorders," including "hysteria." It contains iron in addition to other natural supplements. The product is still available today
'Feminine hygiene' ads —
Masturin has been advertised as an herbal remedy for "female disorders," including "hysteria." It contains iron in addition to other natural supplements. The product is still available today
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This Tampax advertisement assures readers that girls can begin using internally worn protection with their "very first period," attempting to alleviate concerns still aired today that tampons should not be worn by young women and may affect their <a href="http://bit.ly/16XWaZM" target="_blank" target="_blank">virginity</a>.
'Feminine hygiene' ads —
This Tampax advertisement assures readers that girls can begin using internally worn protection with their "very first period," attempting to alleviate concerns still aired today that tampons should not be worn by young women and may affect their virginity.
This Tampax advertisement touts the use of internal sanitary protection, proclaiming, "it's the modern way!"
'Feminine hygiene' ads —
This Tampax advertisement touts the use of internal sanitary protection, proclaiming, "it's the modern way!"
This 1950s-era Modess advertisement reveals a new strategy in packaging by the company well-known for its efforts at discretion and modesty.
'Feminine hygiene' ads —
This 1950s-era Modess advertisement reveals a new strategy in packaging by the company well-known for its efforts at discretion and modesty.
Advertising Archive/Courtesy Everett Collection
This vintage 1970s-era Modess magazine advertisement encourages the reader to switch from her mother's brand sanitary napkin to Johnson and Johnson's Modess brand. Modess ads ran for decades and through the 1970s.
'Feminine hygiene' ads —
This vintage 1970s-era Modess magazine advertisement encourages the reader to switch from her mother's brand sanitary napkin to Johnson and Johnson's Modess brand. Modess ads ran for decades and through the 1970s.
Advertising Archive/Courtesy Everett Collection
This 1950s-era Modess commercial touts the ability of their product to inspire confidence "invisible under the flimsiest of dresses."
'Feminine hygiene' ads —
This 1950s-era Modess commercial touts the ability of their product to inspire confidence "invisible under the flimsiest of dresses."
Advertising Archive/Courtesy Everett Collection