Blood in the Shower: A Visual History of Menstruation and Clean Bodies

  • Camilla Mørkv Røstvik Leverhulme Early Career Research Fellow

Abstract

In 2017, pad brand Bodyform® launched the 'Blood Normal' campaign. By depicting realistic-looking blood, the campaign marked a first for a disposable menstrual product. In the advertising video, blood was shown trickling down the thighs of a showering woman. Despite its novelty, the image of the bleeding woman in water calls back to longstanding debates about menstruation, water, and cleanliness. In this article, I discuss the visual and cultural history of this imagery, exploring how Bodyform's campaign compares to older narratives. Drawing from ethnographic material, critical menstrual literature, and historical research, I investigate how the seemingly groundbreaking 'Blood Normal' campaign leans on decades of links between periods, water, and cleanliness.

Published
2018-09-19
How to Cite
RØSTVIK, Camilla Mørkv. Blood in the Shower: A Visual History of Menstruation and Clean Bodies. Visual Culture & Gender, [S.l.], v. 13, p. 54-63, sep. 2018. ISSN 1936-1912. Available at: <https://www.vcg.emitto.net/index.php/vcg/article/view/114>. Date accessed: 28 mar. 2024.
Section
Articles