Political Correctness gone Crazy or Blatant Transphobia and ignorance about Women in general?

Kellie - posted on 01/02/2012 ( 9 moms have responded )




Drag queen tampon ad 'transphobic'.

Tampon maker Libra has been branded "outrageously transphobic" over its new ad implying transgender people are not real women because they don't menstruate.

The television commercial depicts a drag queen character and a blonde woman standing side by side in nightclub restroom putting on mascara and lip gloss, and adjusting their bras competitively.

The blonde woman then pulls out her Libra tampon, leaving the drag queen to storm out of the toilets in a huff.

The ad, which wraps with the catch phrase "Libra gets girls", has faced a storm of criticism, with dozens posting harsh comments on the company's Facebook page.

One woman, Gabeh Lissette Gutierrez, posted: "I'm not sure what is more disgusting, the blatant transphobia or the inclination that a period is what defines a woman's femininity.

"Seriously, what were you thinking?"

Another poster, Miserys Malice, hit out at the "get girls" phrase, writing: "So, for the females who've gone through the likes of menopause or hysterectomies I suppose Libra failed to 'get those girls'?"

"Having an advertising campaign where some snooty-nosed woman is going to resort to whipping out her feminine hygiene product in the face of someone who doesn't have a menstrual cycle therefore rendering her a winner, maybe was in bad taste and poor form."

A handful of supporters, all men, defended the ad, saying the criticisms were political correctness gone crazy.

But female critics hit back, saying the ad was probably written by men who, obviously, neither menstruate nor buy Libra products.

SCA, which owns the brand, has yet to respond to media calls.




Tam - posted on 01/02/2012




Sounds pretty dumb to me, both with the ad (It doesn't make me want to use the product, honestly) and the criticism toward it. Honestly, a transgendered individual probably doesn't care so much that they don't menstruate, and any woman who does most likely doesn't revel in the fact. I personally loathe those few days out of the month where I'm chained to feminine hygiene products. I don't feel particularly empowered by threat of cramping and messy drawers.

Plenty of companies make stupid ads. It really depends on what particular activist group takes offense. Hell, back when Bud Light was doing their Real American Heroes commercials, people got really sensitive about it, to the point where they changed the campaign to Real Men of Genius.

The comment about how the ad was probably written by men... well, does it matter? Do you have to be a woman to successfully market a product to a woman? No. Obviously not. THAT is sexist stereotyping, which is never a good tactic to resort to when one is trying to claim the same injury on the part of a particular group.

Sylvia - posted on 01/03/2012




I would like to know where this icky trend of portraying feminine hygiene products as "fun" and "cool" came from. It makes you almost nostalgic for the old days of ads where a disembodied manicured hand poured mysteriously blue water from test tubes onto competing brands of pads to demonstrate how awesomely absorbent they were -- at least that bore some relation to, like, what pads and tampons *are actually for*. :P

Rosie - posted on 01/03/2012




there a difference between a drag queen and a transgendered person. so the writer of the article needs to clarify that a bit. however, it's stupid, and why on earth would they even think it's funny or would sell tampons? it does nothing for me but make me think they are ignorant.

[deleted account]

I don't even understand the message of the ad. I think it's goofy (not a good goofy) and stupid. I'll stick with my OB.


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Amanda - posted on 01/03/2012




I found the commerical comical but now for the reasons the company wanted me too.

After 15+ years with my period, I am so jealous of someone who does not get one!!!! :0) So in my reality the transgender wins not me.

But for sure in poor poor taste.

Sylvia - posted on 01/03/2012




I'm not sure I'd call it transphobic, but it's certainly a stupid and offensive ad. Offensive to trans people because of the way it portrays the MTF person, offensive to women generally because it implies we're so ... what is the word I want here? jealous? insecure? bigoted? that we feel the need to put down a trans woman as "not really a girl". And surely there can't be too many women who *want* to be defined by their ability to menstruate :P I mean, we may value the things that come with it -- be happy to be able to get pregnant, be pregnant, and bear children -- but I don't think I've ever met anyone who *enjoyed* menstruating. Speaking just for myself, I had my last natural period about 12 years ago, and although I'd much rather not be infertile and on HRT at my age (I'm 37), not menstruating anymore is the one *good* thing about the whole deal :P

Karla - posted on 01/02/2012




It looks like another dumb commercial to me. I do get the feeling it stereotypes transgenders with the make-up and competitive attitude and display of jealousy. And I'm with Tam, I don't think women or girls really feel superior because they have a period.

On the other hand I wouldn't bother to go complain to the company. I only really find about 15% of commercials to be creative and positive selling points. This is just another one that missed it's mark.

Denikka - posted on 01/02/2012




Tacky and tasteless is what it is. A really bad decision on the part of the marketing team. It was stupid, but I don't think it was malicious. Honestly, for me seeing it, it doesn't affect me much. Just another stupid, senseless ad out there. I would not buy the product based on this ad, I would probably avoid it.
I kinda count in the category of *not a woman* there. At best I have a very erratic cycle and haven't had a period in over 4.5 years (been pregnant twice and breastfed for 12mo with each, so not a lot of time where I could have anyways but still :P) I think most pad/tampon commercials are pretty stupid anyways..this one just seems like a top 5 worst for me, although I can definitely understand why it would be highly offensive to some.

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