How Tweens Are Helping Menstruation Brands Break Down Stigmas Around Periods

Marketers are getting more open with young consumers who crave honesty

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There’s a dichotomy in the feelings tweens have about menstruating.

On one hand, many menstruators have no idea what’s happening to their bodies. Dana Roberts, a former teacher, recalls how a student in her fifth-grade class in Atlanta 13 years ago asked her if they were dying after getting their first period. On the opposite end of the spectrum are young social influencers, like Ladies of Lavender, who unabashedly unbox period kits, post product reviews and offer explainers about the menstrual cycle.

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This story first appeared in the Oct. 4, 2021, issue of Adweek magazine. Click here to subscribe.