Our latest “Document of the Week” was chosen by our Editor, Nishah Malik. It is a Tampax advert from the April 1942 issue of Britannia and Eve magazine. This advert offers an insight into the changing role of women during the Second World War.
1920s and 1930s America witnessed a pivotal era for menstrual care. This transformation was driven in part by the rise of booming industries and consumerism, but, more importantly, it was shaped by the progressive social causes championed by the suffrage movement and innovations in medical science. In 1931, Dr Earle Haas invented the modern tampon to provide his wife with a more practical and hygienic alternative to cloth rags.
By 1933, Haas had patented his design and sold it to businesswoman, Gertrude Tendrich, for $32,000 and Tampax was born. Initially popular in North America, it gained popularity in Britain during the war, as more women entered the workforce and needed dependable period protection.
Tendrich actively promoted Tampax at a time when menstruation was a largely taboo subject. This striking advert juxtaposes imagery of women engaged in military service with the language of liberation and modernity. The advert celebrates women’s contributions to the war effort while promoting Tampax as a vital tool for “liberated” women’s participation.
This advertisement was revolutionary for a number of reasons. Significantly, Tampax’s approach of linking their product to ideas of empowerment, progress, and patriotism helped to break down the stigma surrounding menstruation. This advertisement reflects the changing role of women during the Second World War and the ways in which consumer goods adapted to these changes.
Where to find this document
It is from our collection Britannia and Eve, 1926–1957, which includes over 38,000 images from 350 issues. Owned by the Illustrated London News, Britannia and Eve targeted a wealthy, conservative, and largely female readership. Throughout its existence, it maintained a particular emphasis on fashion, beauty, and the home. Visit the collection page to learn more.