GRSJ224/The Commodification of Menstruation - Subscription Boxes
Menstrual Capitalism
The commodification of menstruation, or “menstrual capitalism” refers to the use of the female body as a means to expand and open new markets for menstrual products. Jenny Lapekas writes that this occurs when “our own insecurities are exploited to market a product that “completes” us.” Importantly, Lapekas acknowledges that it is largely males who profit from this menstrual capitalism. This process began in the late 1800’s, when sanitary napkins were first marketed after menstrual rags were deemed unsanitary. Since then, tampons and menstrual cups have become popular products. Now, subscription boxes are available as a delivery system of menstrual products.
Subscription Boxes
The modern menstrual capitalism takes the form of monthly subscription boxes. Consumers pay a fee to have menstrual products delivered to them. Often, these boxes contain not only menstrual products but also makeup, bath and body products, scented candles, snacks, candy and tea. Recently, there has been an explosion of these monthly subscription boxes on the market. Women can choose from a range of brands and absorbancies for their menstrual products. Some boxes offers organic menstrual products, arguing that traditional products from big-name brands contain harmful chemicals. Menstrual cups are generally not offered.
Partners
Subscription box company often have public partnerships with businesses. ‘partners’ who benefit provide the tester-sized products. These type of products are a well-established advertising and marketing technique, where the company can use product testing to better understand their consumer market. Likewise, they benefit as they provide small portions of their product, and gather their return when consumers buy the full size of the product. While women are often the face of the companies “photo of ellebox founders” , companies that a partners with them are not. Pink Parcel website they write “ Brands benefit from exposure on our website, blog posts, newsletter mentions, marketing activity across our social media ‘Partner Of The Month’ slot, depending on the level of the partnership”
Examples
Pink Parcel
Pink Parcel is a subscription box service based in Byfleet, United Kingdom. For 10.50 GBP a month, subscribers receive a box with menstrual products of their choice from Tampax, Playtex, or Always. Additionally, the box includes a range of miniature products, such as Dove conditioner and Maza dark chocolate. Their subscription service offers consumers the choice of three arrival dates for their box. They have a range of partners, including L’Oreal, O.P.I., and Flamingo Candles. Subscribers can purchase full-sized products from their partners directly from their website.
Ellebox
Based in Vancouver, Canada, Ellebox offers two tiers of subscription boxes. The first tier is their ‘Necessities Box’, which contains 20 organic tampons or pads, costing $10. The next tier is their “The Comfort Box” which has the same 20 menstrual products as well as an assortment of ‘tea, chocolate, and self-care items’, which costs $35. Consumers have the option of adding additional products, such as candles and face masks, to their box. Their CEO, a former human rights lawyer, claims on their website that her inspiration for Ellebox came from her experience with other subscription boxes. She realized that there was a demand for period subscription boxes but none on the market and so Ellebox was born.
Le Parcel
Le Parcel began in 2012 and currently only operates in the United States. Compared to other subscription boxes, theirs are relatively simple. For $12 USD per month, subscribers will receive 18 tampons of their choice, a chocolate, and 'the occasional gift'. What makes Le Parcel unique is that they are currently running a kickstarter campaign for the development of their own 100% organic tampon. They cite that is is made only of cotton, without synthetics or chemicals, is biodegradable and hypoallergenic, and is FDA-approved.
Marketing
The marketing for period subscription boxes, across companies, is remarkably similar and mainstream 'feminine'. Each website is constructed in pastel pinks and blues. The women that are featured in their advertisements are largely depicted as white, professional women in their late 20's. These campaigns are potentially forgoing reaching other audiences by narrowly targeting one demographic.