‘Tampon For Men’ Seeks To Plug Gender Insecurities Among Trans Users

Image courtesy of Taneli Lahtinen / TBWA\Helsinki, featured with permission

Finnish hygiene brand Vuokkoset, in a red-hot collaboration with advertising agency TBWA\Helsinki, has launched a tampon specifically designed for transgender men, aligning with the goals of International Transgender Awareness Week and seeking to address the oft-overlooked issue of gender dysphoria experienced by the community during menstruation.

A staggering 93% of transgender men report experiencing gender dysphoria—where individuals experience psychological distress or discomfort from a mismatched gender identity assigned at birth—related to their menstrual cycles. Vuokkosetcs Tampon for Men is a response to this distress.

The Tampon for Men has the same functionality as traditional menstrual products. Where it differs is its message and packaging that avoids feminized imagery, in hopes of making it more inclusive and in line with the identity of transgender men.

Image courtesy of Taneli Lahtinen / TBWA\Helsinki, featured with permission

Contrasting with the typical designs of feminine artwork and pink motifs, the 16-pack masculine product comes in a steel blue box with the words, “FOR MENSTRUATION,” cast across the packaging in block san-serif letters.

Image courtesy of TBWA\Helsinki, featured with permission

TBWA\Helsinki’s creative director Heidi Taina emphasizes the critical role of marketing in fostering a more inclusive world. The product’s launch highlights the diverse experiences of menstruating individuals, including trans men and non-binary people, who may still undergo menstrual cycles regardless of their hormone therapy choices.

Trans men and non-binary individuals may continue to experience menstrual cycles, a bloody reality that challenges traditional views on periods. Dakota Robin, a Diversity, Equity, and Inclusion consultant and the face of the campaign, who himself has undergone gender-affirming procedures, shares his personal experiences of feeling disconnected from menstruation.

“When I was young, menstruation felt not only strange but somehow wrong,” notes Robin. “Our culture does not really acknowledge the diversity of menstruating individuals.”

Acknowledging that the product may be perceived as an affront to women’s real experiences, Vuokkoset—the sole producer of disposable period products in Finland—emphasizes: “Our intention is not to take attention away from women's health issues, which are incredibly important. Instead, we aim to broaden the conversation to include all people who experience menstruation.”

Image courtesy of Taneli Lahtinen / TBWA\Helsinki, featured with permission

The brand asserts that the introduction of men’s tampons refrains from “taking away or diminishing the experiences of women,” and instead contributes “to the dialogue and resources available.”

The Tampon for Men is scheduled for limited release in Finland, with plans for wider distribution in 2024, following feedback and tweaks from the initial rollout. Sales proceeds with benefit Trasek ry, an organization dedicated to gender diversity and sexual health.

Image courtesy of Taneli Lahtinen / TBWA\Helsinki, featured with permission

Vuokkoset is also contemplating the creation of a fully gender-neutral tampon.

Sanna Karhu, CEO of Delipap Oy, the manufacturer of Vuokkoset products, points out the feminine-centric approach in the marketing and placement of menstrual products. 

“Menstrual products—from visuality, advertising to store location—are strongly feminine. It’s time to acknowledge the diversity of menstruating individuals,” Karhu describes.

Robin, the product’s ambassador, calls the move “a step in the right direction.”

He adds: “By changing attitudes and broadening perspectives, we can also remove discrimination against gender minorities.”

[via TBWA\Helsinki, images courtesy]