Woolworths has made the decision to rebrand its feminine hygiene products as ‘Period Care’ in an effort to destigmatise products like tampons, pads and menstrual cups.
The new signage is visible on the supermarket’s website today and will be rolled out in aisles at all Australian stores over the coming months.
“Many of us still tread around using the word period as if it’s inappropriate or something to be ashamed of. The truth is periods are a very natural part of life,” Woolworths Managing Director Natalie Davis said.
“This is a change we can make today that will help debunk the stigma of calling a period what it is and will help many young women grow up feeling less shame or embarrassment, so we’re excited to introduce this in Australia.”
Ms Davis said they trialled the move in New Zealand supermarkets last year and received a “remarkable” reception from young women and parents.
“Young women are especially passionate about reclaiming the word and calling periods what they are,” she said.
“Our research shows that Australians agree there is still a stigma around the word period.
“As Australia’s largest retailer, we feel a responsibility to make a simple change, that can help remove some of the embarrassment around periods.”
Ms Davis also said Woolworths is partnering again with Share the Dignity, a group that works to provide period care for all women in an effort to end period poverty.
“If we can’t comfortably talk about periods, we can’t address period poverty. We need open conversations around menstruation so we can make changes for those in need,” Rochelle Courtenay, Founder of Share the Dignity, said in a press release.
Ash London, TV personality and Period Care Ambassador for Woolworths, took to Instagram on Thursday to share her excitement over the change.
"May seem like something that is not a big deal but I think it’s really important," she said.
"Remember when I was a kid how cringe it is, only made worst by the fact that no one wants to talk about it.
"Early on that tells us that your period is something that’s to be ashamed of or dirty - that makes it a taboo subject
“I’m all for calling things the way they are - and for too long we’ve felt like we have to speak in code about one of the most natural things on the planet!”
“This may seem like a small step, but my hope is that it contributes to a future where young people especially feel less shame and embarrassment when it comes to periods.
“Teenage years are full of enough cringe moments without adding period shame to the mix,” she said.
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