Fake-Feminism?

In recent years, the marketing world has seen a surge of brands embracing gender-related causes to appeal to consumers' growing demand for authenticity and social responsibility. One phenomenon that has garnered attention is *pink-washing*, a term originally used to criticize corporations that use pink branding or messaging to appear supportive of breast cancer awareness or women's issues, without making meaningful contributions or changes. While this tactic can seem like a positive gesture, critics argue that it often masks performative activism—a superficial display of support that benefits the brand's image rather than actual social progress.

Feminine hygiene brands are among the most prominent players in this space. These brands often adopt pink packaging, slogans emphasizing empowerment, and social campaigns aimed at women's health and rights. However, concerns have been raised about whether these marketing efforts translate into genuine support or are merely superficial gestures designed to boost sales.

For example, a 2018 study published in the *Journal of Consumer Research* revealed that many consumers are increasingly skeptical of "cause marketing," especially when it appears to be more about brand positioning than real impact. Pink-washing, in this context, can be seen as a marketing strategy that leverages women's empowerment for profit, without addressing deeper issues such as affordable access to feminine hygiene products or advocating against menstrual inequality.

An important aspect of this discussion revolves around the ownership and management structures of these brands. Despite marketing narratives emphasizing female empowerment, a significant number of feminine hygiene companies are owned or managed by men at the highest levels.

According to a 2020 report by *Dame Products*, a women-founded sexual wellness company, the feminine hygiene industry remains male-dominated, with many leading brands owned by large corporations headed by men. For instance, Procter & Gamble’s Always brand, one of the most prominent in the market, is owned by one of the world’s largest consumer goods companies, with executive leadership primarily composed of men. Similarly, Kimberly-Clark’s Kotex brand is managed under a corporate structure that is largely male-led.

Statistically, the corporate world reflects broader gender disparities. A 2021 Harvard Business Review article noted that only about 7% of Fortune 500 CEOs are women, and similar trends are visible across industries, including feminine hygiene brands. While some brands have started to feature women in marketing campaigns to appear more authentic, ownership and executive decision-making often remain male-dominated, raising questions about the alignment between marketing narratives and corporate realities.

Performative feminism in marketing can have complex implications. On one hand, it raises awareness about women's issues and can normalize conversations around menstruation and feminine health. On the other hand, when brands are more focused on image than impact, it risks trivializing serious issues such as menstrual poverty, reproductive rights, and gender equality.

For example, campaigns that highlight "empowerment" but do not address systemic inequalities—such as the high costs of feminine hygiene products or the stigma surrounding menstruation—can be seen as superficial. The Pink Tax, a term describing the higher prices women pay for products, further exemplifies systemic gender inequality that many brands fail to address despite their feminist marketing claims.

Consumers are increasingly scrutinizing brands’ motives and actions. According to a 2022 survey by NielsenIQ, 73% of consumers globally are more likely to buy from brands they perceive as genuinely supporting social causes. Authenticity, transparency, and accountability are now critical in building trust.

For feminine hygiene brands, this means moving beyond pink packaging and slogans to implementing policies that promote menstrual equity, sustainable practices, and leadership diversity. Initiatives like Lush’s activism campaigns or Heralogie's focus on menstrual health education exemplify brands that integrate social impact into their core missions.

While pink-washing or fem-washing in feminine hygiene marketing can raise awareness and reduce stigma, it often risks being superficial or performative, especially when ownership and management remain male-dominated. To foster genuine progress, brands must align their marketing narratives with meaningful actions—addressing systemic issues and promoting diversity at all levels of leadership. Consumers, in turn, play a vital role by supporting brands that demonstrate authentic commitment to gender equality and women's empowerment.