"I'm 30 years old, I'm really sorry to be on the hot search in this way." This is the beginning of an apology letter from the sanitary napkin brand Beschute.
Reading between the lines reveals the cherishing of the long-accumulated brand reputation and the guilt after unintentional mistakes.
The difference in words gets into trouble
The trouble is Beschute's sleep pants products. As a night-time sanitary napkin, the product focuses on "sleeping peacefully", and has formulated the slogan "underwear-like fit, as if my aunt has never come".
From the perspective of copywriting, the slogan captures the unique selling point within the scope of the user's concern, and amplifies the selling point to accurately describe the comfortable experience of "sweet sleep".
However, some netizens posted their own questions: "That's called 'menstruation'...... The wording for selling sanitary napkins should also be professional. ”
Many people will be surprised by this question: don't they usually call "menstruation" "big aunt"? So they left messages expressing their confusion and said that the matter was "on the line".
Source: Weibo
Only one netizen pointed out the problem - "refusal of menstrual shame", a classic feminist topic. The word "aunt" is actually a refraction of menstrual shame.
Source: Weibo
When will the "menstrual shame" disappear?
When it comes to "menstrual shame", there is no need to explain, women understand it.
For example, when you go out with sanitary napkins, you will use a black bag; For example, if you go to a few more convenience stores, you dare to buy sanitary napkins when you see a female clerk......
Also because of shame, the word "menstruation" is referred to in a social context as "auntie", while sanitary napkins are referred to as "aunt towels".
In fact, it is no coincidence that this phenomenon exists in cultures around the world. According to statistics, there are 5,000 other names for menstruation in the world. It is very likely that "aunt" originated from the English word "aunt flo" and was introduced to the mainland from Hong Kong.
Source: Internet
In addition, there are many things that use cryptic words because of shame, and many physiological phenomena are often referred to by cryptic words, such as "untie your hands" and "go to the tuba" are all produced to avoid embarrassment.
However, menstruation has its peculiarities, and it will bring great psychological burden to the person concerned. For example, female employees will find other reasons when they take leave because of menstruation, and girls who have experienced menarche dare not tell their parents.
However, people are accustomed to these phenomena and internalize them into the perception of the whole society, thinking that menstruation is a private thing that should be hidden.
Since it is internalizing cognition, it needs to be changed from the depths of cognition. Many women's organizations are aware of this and have appealed to the public to work together to break the "stigma of menstruation", and many women-related brands have echoed this idea.
For example, the "menstrual leave is really a fake" campaign launched by DingTalk put the troubles brought by menstruation to women on the table and became a substitute for female friends.
Seven Degrees Space cooperated with the "One Billboard" art project to advertise menstruation in the northwest uninhabited area. The attitude is expressed that menstruation should not be hidden, even in no man's land.
Cotton Times launched the "Nice for her" menstrual women-friendly action, and launched the "Shancheng Shujian" activity to broaden the society's understanding of women's menstrual cycle.
When the shame of refusing to menstruate became a trend, the everyday term "aunt" was labeled as original sin, and this was the source of Beschute's trouble.
Beshute is actually quite aggrieved
The insensitivity to the title "aunt" does not mean that Beschute is a numb brand. Observing the deeds of its brand, Beschute has made great achievements in women's rights.
For example, the Beshute Bud Project helps rural girls get rid of menstrual poverty. "Menstrual poverty" is another very new feminist topic, which is enough to prove the leading edge of Beschute's concept.
Source: Weibo
In addition, Beshute also cares about the menstrual needs of women in various industries, especially in combination with the physiological characteristics of aerospace women at work, and has launched aerospace sanitary napkins, which is not intimate.
Source: Weibo
Based on the above performance, this aunt incident is a clerical error. After all, how can a brand that understands women so well not even know about menstrual shame.
It is worth mentioning that the "aunt's accusation" comes from a netizen's post, and the disproportionate public opinion will be ignored for most brands. Beschute carefully wrote an apology statement and promised to adjust the product packaging.
This gesture of sincere admitting mistakes is also an expression of attitude: because we attach importance to it, we apologize, we can change our mistakes, and we are very good.
Source: Weibo
Would you choose to forgive her for such a Beshute? In addition, the box uses "aunt" to refer to "menstruation",
Is this thing worth "going online"? Welcome to leave a message in the comment area to express your views.