Walk into your average supermarket or chemist and youāll find an aisle labelled āfeminine hygieneā or āsanitary productsā. Scan the packaging of your tampons or towels, and the word āperiodā is often nowhere to be seen.
Euphemisms for menstrual bleeding have become normalised around the world, but increasingly, brands are switching up the language they use.
Boots has become the latest high street chain to rename its former āfeminine hygiene rangeā as āperiod productsā. The leading pharmacy chain will also be removing words like āhygieneā and āsanitaryā across its website and stores.
It follows in the footsteps of Asda, which rebranded its āfeminine hygieneā aisle towards the end of 2021.
Isnāt it about time we followed suit across retail ā and in everyday conversation ā and learned to call a spade a spade?
āWomen and people who menstruate have long been made to feel ashamed for bleeding, and thatās in no small part due to the language used around periods,ā says Rachel Grocott, communications manager at period poverty charity Bloody Good Period.
āTerms like āsanitaryā and āfeminine hygieneā imply that periods are dirty, and over the years and generations, that has contributed to a powerful sense that periods are something to be hidden away, something shameful and not discussed.ā
Chella Quint, a former PSHE teacher and founder of the menstrual literacy campaign Period Positive, called for UK shops to make the change back in 2017, but itās been an uphill struggle towards progress.
āI contacted high street shops, but theyāve been āin consultationā about it ever since, with no updates,ā she tells HuffPost UK. āSmaller start-ups, period poverty charities and reusable menstrual product companies have made the language shift as a result of the campaign ā but I want mainstream businesses to drop the euphemisms because they have so much influence.ā
Seeing the words āhygieneā and āsanitaryā on shelves reinforces negative narratives around periods, Quint adds. And this sense of shame can stop people reaching out for the information or support they need if something is wrong, says Grocott.
āIt can also make people feel ālessā because they bleed.ā
āIt can also make them feel ālessā because they bleed ā marginalised, as if their needs donāt matter,ā Grocott says. āYet periods are a normal, healthy biological function, which are essential for life on the planet ā so it really is time we changed the language around menstruation.ā
Alongside her MP, Quint submitted an early day motion to raise awareness of the issue. She called on the government to ensure āall menstrual products and issues are correctly named in official documents and euphemisms such as sanitary and feminine hygiene are removedā.
Meanwhile, Bloody Good Period ran a campaign called āMind Your Bloody Languageā, which raised awareness of the impact language has in this area.
āWe use the terms āperiod productsā or āmenstrual suppliesā to describe what we provide to people who canāt afford them,ā says Grocott. āThese items are essential for anyone with a period, but what we call them really does matter.ā