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 hygiene 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 menstrual capitalism. The process of the commodification of menstruation 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 hygiene products.

Subscription Boxes

The modern menstrual capitalism takes the form of monthly subscription boxes. Consumers pay a fee to have menstrual hygiene products delivered to them. Often, these boxes contain not only menstrual hygiene products but also makeup, bath and body products, scented candles, snacks, candy and tea. Women can choose from a range of brands and absorbancies for their menstrual hygiene products. Some boxes offers organic menstrual hygiene products, arguing that traditional products contain harmful chemicals. Menstrual cups are generally not offered in subscription boxes.

Partners

Subscription box companies partner with businesses who provide the products that go into the box . In the cases of Pink Parcel and Ellebox, their partners provide tester-sized products for inclusion in the subscription boxes. Doing so is a well-established advertising and marketing technique, as used at companies like Sephora. A company can test the popularity of a product with a particular consumer market by providing them with sample sized products, and then tracking sales to that market. Additionally, the company entices consumers to purchase the full-sized product after trying it out via a sample size. On Pink Parcel's 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." Women are often the face of the subscription box companies, however, the partner companies are often run by men, as with Pink Parcel's partnerships with Neutrogena and Cadbury.

Examples

Pink Parcel

Contents of Pink Parcel box

Pink Parcel is a subscription box service based in Byfleet, United Kingdom. For 10.50 GBP a month, subscribers receive a box with menstrual hygiene 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. Their partners include L’Oreal, O.P.I., and Flamingo Candles. Subscribers can purchase the full size of these products directly from the Pink Parcel website.

Ellebox

Ellebox co-founders. Bunny, COO (left), Jessica, CBO, (center), Taran, CEO (right).

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 10.00 CAD. The next tier is “The Comfort Box” which has the same 20 menstrual hygiene products as well as an assortment of ‘tea, chocolate, and self-care items’, which costs 35.00 CAD. Consumers have the option of adding additional products, such as candles and face masks, to their box. The Ellebox 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 menstrual hygiene subscription boxes, and so she created Ellebox.

Le Parcel

Le Parcel Box

Le Parcel began in 2012 and currently only operates in the United States. Compared to other subscription boxes, Le Parcel's are relatively simple. For 12.00 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. It is 100% cotton, biodegradable, hypoallergenic, FDA approved and made without synthetic materials.

Marketing

The marketing for menstrual hygiene 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 twenties. These campaigns are potentially forgoing reaching other audiences by narrowly targeting one demographic.