Following in the footsteps of retailers such as Asda, department store Boots has announced that it will be renaming its feminine hygiene aisle.
When referring to products such as tampons, pads and other period essentials, Boots now labels the section “period products”.
The decision was upheld after being reported by Tyla that Boots had renamed the feminine hygiene section on its website and app.
And now, the store’s in-store aisle labeling is being revised and the change will roll out to all of its stores later this year.
Speaking of the decision, Jamie Kerruish, beauty director at Boots UK, said: “When it comes to the rules, we know retailers can play a big role in changing people’s perceptions, including the words we use to describe the products.
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“We are proud to implement this change at Boots, starting with removing words like ‘hygiene’ and ‘sanitary’ and much more proudly saying ‘menstrual products’ on boots.com and the Boots app.
“We are also reviewing in-store signage, which will be updated later in the year.
“Serial products are essential, and we want to make sure that our customers can easily find and access all the products they need at Boots.”
The move comes after campaigners argued that the term “feminine hygiene” is outdated and contributes to the stigma surrounding the menstrual cycle.
Indeed, according to a study by International levelalmost half of girls aged 14 to 21 are bothered by their periods.
But more than breaking taboos and dispelling the myth that periods are something to be ashamed of, the move could signal a shift towards increasingly neutral language.
Indeed, it is not just people who identify as women who menstruate.
Earlier last month, when Asda made similar changes, the supermarket was praised by campaign groups and shoppers for increasing inclusivity.
The supermarket, which began rolling out the changes at the end of 2021, was applauded by Gabby Edlin, founder of Bloody Good Period, who said: “This new name/announcement displays an inclusive attitude towards gender with the rules, which is so important to make sure everyone is able to talk about the rules.
She added: “It also removes the stigma of dirty periods, or something we have to hide or talk about.
“Having very concrete hygiene products rather than ‘feminine hygiene’ tells you what it is, with no understatement to hide behind, and no shame or stigma.”
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