Change women’s concept of their own vagina.
In 1985, a very radical advertisement appeared on the Chinese market-ob tampon. When people don’t know what sanitary napkins are, the tampon to be placed in the body is really appalling for Chinese people.
In the advertisement, a woman in a skirt sits on a swing, her hair wafting with the swing, and a striking text next to it reads: “Bring me comfort and confidence.”
This advertisement was made by Mr. Ren Xiaoqing, who just returned from studying marketing in Japan. Marketing and China at that time hadn’t had much contact. When Ren Xiaoqing was getting bored, someone told him that there were a lot of ob sanitary napkins in the factory. Article. He returned to the company with this gadget that Johnson & Johnson cooperated with Beijing National Cotton No. 3 Factory. His colleagues in the advertising industry looked at him with strange eyes. Such an advertisement is undoubtedly within the category of “pornography, gambling, and drugs”. Up.
Ren Xiaoqing thinks that this advertisement may have appeared 30 years earlier, and its biggest feature is that it creates a kind of opposition to society. When doing this advertisement, he bumped into walls everywhere, even the last female model he found was a Japanese.
Looking at China today, only 2% of women still use tampons, but at that time there was a big upsurge. After Ren Xiaoqing’s advertisement came out, consumers took the advertisement pamphlet and listened to the explanations of female health experts on TV, and they lined up in front of the ob tampon counter.
In the 1980s, more than 80% of women in the United States used tampons, which greatly changed women’s menstrual life.
Swimmer Fu Yuanhui mentioned in the competition that he was in a menstrual period, which surprised the public, “So you can swim when you are menstrual”? This is thanks to tampons. In the past, some female athletes would take birth control pills on the eve of the game to change their menstrual period.
But even now, tampons still seem to be a radical feminine product in China. On Zhihu, there are still men asking: “My girlfriend uses a tampon, should I break up with her?”
From taboo symbols to beautiful products
China, as one of the bonuses of the world’s factory, is that by 2016, the coverage rate of female sanitary napkins in China has exceeded 96%, reaching the level of water in developed countries.