Femfresh Lightly Fragranced Absorbent Body Powder For Intimate Hygiene - 200G

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IBAA, BU, IBA/0131, 8014/4/5/1, Sanitary Protection Viewers’ Correspondence 1972–1979, 11 July 1972; 21 June 1972. Penny Tinkler, ‘Fragmentation and Inclusivity: Methods for Working with Girls’ and Women's Magazines’, in Rachel Ritchie etal. (eds), Women in Magazines: Research, Representation, Production and Consumption (Abingdon: Routledge, 2016), pp. 25–39, here p. 31. London School of Economics Women's Library (LSE), 6WIM/B/03, Women in Media, Vaginal Deodorants 1972–1973, Cuttings from IPC Marketing Manual, 1971. Constance Classen etal., Aroma: The Cultural History of Smell (Abingdon: Routledge, 2002), p. 162; Jonathan Reinarz, Past Scents: Historical Perspectives on Smell (Chicago: University of Illinois Press, 2014), p. 119; Elana Levine, ‘“Having a female body doesn't make you feminine”: Feminine Hygiene Advertising and 1970s Television’, The Velvet Light Trap: A Critical Journal of Film and Television 50 (2002), pp. 39–58, here p. 41. LSE, 6WIM/B/03 Vaginal Deodorants 1972–1973, Letter from Sandra Brown to the Editor of Ad Weekly, 2 November 1972.

Femfresh™ daily powder is delicately scented and gives you an extra level of comfort and freshness. Take your comfort to a new level with femfresh™ Daily Intimate Powder. Absorb moisture after cleansing intimate skin with this specially designed, perfectly pH-balanced intimate powder. The delicately scented andgentle formula gives you an extra level of comfort and freshness.You can use it everyday as part of your personal care routine to help you stay fresh and dry. Jessica Prestidge, ‘Housewives Having a Go: Margaret Thatcher, Mary Whitehouse and the Appeal of the Right Wing Woman in late Twentieth-Century Britain’, Women's History Review 28 (2019), pp. 277–96, here p. 287. LSE, 6WIM/B/03 Vaginal Deodorants 1972–1973, IBA Press Notice: Women's Hygiene Television Advertising, 31 October 1972 IBAA, BU, IBA/0131, 8014/4/5/1, Sanitary Protection Viewers’ Correspondence 1972–1979, 22 November; 10 November 1972.

Miscellaneous

Glen O'Hara, The Politics of Water in Post-War Britain (Basingstoke: Palgrave Macmillan, 2017), pp. 183–214.

IBAA, BU, IBA/0131, 8014/4/5/1, Sanitary Protection Viewers’ Correspondence 1972–1979, 5 July 1972. IBAA, BU, IBA/0131, 8014/4/5/1, Sanitary Protection Viewers’ Correspondence 1972–1979, 28 June 1972. Whilst the letters which focused solely on vaginal deodorants complained about the harmful physical and psychological effects the product might have on young women, the complaints about tampon ads and those which conflated vaginal deodorants and tampons had a different focus. They were much more likely to find fault, not in the products themselves, but in that fact that they were advertised on television where they would be seen by mixed gender audiences including women, children, husbands and visiting guests. These complaints took issue with the making public of women's intimate concerns and wrote vividly of the shame and embarrassment they experienced seeing ads in front of loved ones, or imagined others might feel in similar situations. Many of these complaints compared these television ads unfavourably to ads in magazines, which they deemed an important space for women to learn about their bodies. These women's overt expressions of shame and embarrassment were conditioned not by the material itself but by the form it took and the space in which they experienced it. Through their complaints, these women attempted to draw the boundaries of the permissive society, claiming that they were not prudes but there was an appropriate time and place for discussions about intimate bodily functions and the living room at tea time was not it.

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David M. Halperin and Valerie Traub, ‘Beyond Gay Pride’, in David M. Halperin and Valerie Traub (eds), Gay Shame (Chicago, London: University of Chicago Press, 2009), pp. 3–40, here p. 23; Michael Warner, ‘The Pleasures and Dangers of Shame’, in Halperin and Traub, Gay Shame, pp. 283–97, here pp. 289–90. LSE, 6WIM/B/03, Vaginal Deodorants 1972–1973, Letters between Sandra Brown and Brian Young, 27 and 29 June 1972. Chelsea Saxby, ‘Making Love on British Telly: Watching Sex, Bodies and Intimate Live in the Long 1970s’ (unpublished doctoral thesis, University of Birmingham, 2020), Introduction, p. 12. Thanks to Chelsea Saxby for sharing chapters of her thesis. Daily Intimate Wash that features a hint of soothing aloe vera to keep your intimate skin happy the entire day. WBA, WBA/BT/BH/CPD/1/22/1, Femfresh Gerald Green Associates (Advertising) 1972 (2/2), Femfresh Script, 7 June 1972.

Sara Ahmed, The Cultural Politics of Emotion (Edinburgh: Edinburgh University Press, 2004), p. 104. John Clarke, ’Going Public: The Act of Complaining’, in Jonathan Reinarz and Rebecca Winter (eds), Complaints, Controversies and Grievances in Medicine (Abingdon: Routledge 2014), pp. 259–69, here p. 261.Soothing Wash comes ha a moisturising formula with a probiotic complex. It is enriched with cranberry and aloe vera extracts that are well-known for their hydrating and healing properties. The IBA's responsibilities included setting guidelines on advertising content, quantity and timings, and monitoring the quality of programme content on commercial television and radio broadcasts. It is notoriously difficult to find evidence of audience responses to culture: especially ordinary people's responses to ephemeral cultural products like adverts. As Christine Grandy notes, snippets of available evidence are often ‘sparse, piecemeal, and … could be refuted by equal amounts of evidence supporting a contradictory interpretation’. 77 WiM's campaign and the materials associated with it are one slim archival folder of evidence pointing to how some women felt about vaginal deodorants and their advertising. Complaints written to and kept by the IBA regarding feminine hygiene adverts are another. Complainants often articulated similar grievances to WiM but with some significant differences, including the common conflation of vaginal deodorants and tampons under the category of ‘unmentionables’. 78 John Clarke writes that complaints can represent the tip of an iceberg of wider feeling. Complaints are rare missives from a ‘hinterland’ of ‘anxieties, doubts and frustrations’; the public articulation of private grievances shared by many people. 79 While that might be the case, we must also heed Grandy's warning that complaints like these, sparse and piecemeal, are not necessarily representative of wider public feeling. 80 Nevertheless, as Chelsea Saxby notes, letters from individual viewers are ‘representative of a means to claim the authority to speak, specific to a particular historical moment’. Writers ‘positioned the private, individual experience of watching TV and the feelings viewing evoked as a legitimate basis from which to … intervene in the meaning of cultural discourses’. 81 The way these women (and all but three of the complaints were from women) framed their complaints in terms of where they were and how they felt when they saw the adverts tells us something about the lived experiences, emotional landscapes and physical spaces within which women negotiated new frontiers of permissiveness and liberation in 1970s Britain. Taken together, the WiM campaign and the subsequent complaints offer insights into the ways in which shame and embarrassment coloured some women's relationships to their bodies and bodily knowledge in an era of taboo-breaking around sexual topics in the media, and how women were able to utilise these feelings to influence media portrayals of women's bodies to a limited extent. How the IBA responded to such complaints suggests that the boundaries of the permissive society were more effectively policed by feelings and subjective formulations of ‘taste’ than by campaigns for better representation of women in the media led by the women's liberation movement. Daily Intimate Wash – contains Aloe Vera and Calendula to soothe the intimate skin and keep you feeling fresh all-day long. Daily Wash is the hero product out of all four washes Sharra L. Vostral, Under Wraps: A History of Menstrual Hygiene Technology (Plymouth,: Lanham MD, 2008), pp. 148–49.

Ben Mechen, ‘“Closer Together”: Durex Condoms and Contraceptive Consumerism in 1970s Britain’, in Jennifer Evans and Ciara Meehan (eds), Perceptions of Pregnancy from the Seventeenth to the Twentieth Century, (Basingstoke: Palgrave Macmillan, 2017), pp. 213–36. IBAA, BU, IBA/0131, 8014/4/5/1, Sanitary Protection Viewers’ Correspondence 1972–1979, 5 September 1972.WBA/BT/BH/CPD/1/21/4, Femfresh Advertising 1974 (1 of 2), Femfresh Advertising Research: Report of research conducted to test the 1974 Femfresh advertising campaign by Anne Mollison, November 1973. LSE, 6WIM/P/01/04, Women in Media, Vaginal Deodorants 1970–72, Press Cuttings: Obstetrics and Gynaecology, November 1970; She, January 1969.