bodies: hygiene

Justin G., an adjunct instructor in the Department of Sociology at Marymount University, recently received a gender lesson from his local Target. I’ll let him tell the story:

I grabbed the pack of eight depicted in the photo because they match our towels and bathroom wall colors and, to my surprise, when I scanned them for the price, I was told by the machine that they were “feminine casual” washcloths! I stood there and wondered how much darker the shades of blue and green would need to be for them to be “masculine”? Even when it comes to washcloths, it seems that Target and/or the manufacturer feels we need to be told what color we should be comfortable scrubbing our naked bodies with in the privacy of our own showers.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

In another example of masculinizing items associated with women to make it ok for men to use them, Hope H. let us know about Hardware, a line of vegan hair and body products. The company seems to have taken Hyperbole and a Half’s satire seriously:

All the elements are there: images of tools to make sure it’s clear these are hard-working manly products, the association of men with toughness, and product names that reference hard physical labor. The different product lines include Impact Wrench, Angle Grinder, Jack Hammer, and Tool Belts (aka, gift certificates). The descriptions also refer to tools and cars:

Every perfectly balanced machine needs maintenance. No this is not a sales pitch mate. You would not skip an oil change or two in a 67 Shelby Mustang now would you.

Thus, using these non-animal-ingredient-based products isn’t about being girly. It’s about maintenance, which all machines need!

For more examples, see our posts on hair products labeled things like “maneuver,” “retaliate,” “stand tough,” “work hard,” and “bulk up”; make-up for men named with terms like“power face mask,” “confidence corrector,” “mission balm,” “battle scars repair cream,” “cream me face base,” and “blo-job bronzing powder.”; and shaving your pubes marketed with the suggestion that it will make your penis look bigger.

Cross-posted at Jezebel.

Since Lisa posted about the Old Spice guy today, I thought I’d post about a reaction to it. Stephanie V. let us know about Brut’s new feature on their website, Some Men Just Need to be Slapped. The…game (?) presents Man in a Towel, clearly meant as a parody of the Old Spice character:

You are then invited to slap him with various items:

In each case the hand shown slapping him is a woman’s, though for some reason when you click the option to slap him with Brut, it’s just an empty hand, not the actual bottle. Presumably her palm has Brut on it.

You can also then choose who should be the next slapping option — a character called The Incident (a parody of The Situation from Jersey Shore) or a mime:

Brut is going with the theme common in men’s hygiene products, which is to reinforce a certain stereotypical type of masculinity. Their website refers to Brut as “essence of man”:

As Stephanie says, “I didn’t even know they still made Brut — but clearly they’re trying to hone in on the Old Spice crowd by challenging their manhood.” And how better to denigrate a guy as insufficiently masculine? Show him being slapped by a woman, of course.

an average looking washroom sign where the men's and women's  washrooms are indicated with stick figures

Women’s and men’s washrooms: we encounter them nearly every time we venture into public space. To many people the separation of the two, and the signs used to distinguish them, may seem innocuous and necessary. Trans people know that this is not the case, and that public battles have been waged over who is allowed to use which washroom. The segregation of public washrooms is one of the most basic ways that the male-female binary is upheld and reinforced.

As such, washroom signs are very telling of the way societies construct gender. They identify the male as the universal and the female as the variation. They express expectations of gender performance. And they conflate gender with sex.

I present here for your perusal, a typology and analysis of various washroom signs.

[Editor: After the jump because there are dozens of them… which is why Marissa’s post is so awesome…]

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The Daily Kos highlighted an ad for Summer’s Eve in this month’s Woman’s Day magazine.  Women’s magazines are peppered with douching advertisements, so why did this one prompt nine people — Tony S., Pharmacopaeia, Frank B., Jason W., Tom M., Jesse W., Sarah P., Ilysse W., and Philippa von Z. — to send it to us?  Take a look:

What makes this a remarkable instead of a regular douche ad is the suggestion that Summer’s Eve is interested in women’s empowerment.

This is odd because douching is well understood to be bad for healthy women’s bodies.  The U.S. Department of Health and Human Services, for example, explains:

Most doctors and the American Congress of Obstetricians and Gynecologists (ACOG) recommend that women don’t douche. Douching can change the delicate balance of vaginal flora (organisms that live in the vagina) and acidity in a healthy vagina. One way to look at it is in a healthy vagina there are both good and bad bacteria. The balance of the good and bad bacteria help maintain an acidic environment. Any changes can cause an over growth of bad bacteria which can lead to a yeast infection or bacterial vaginosis. Plus, if you have a vaginal infection, douching can push the bacteria causing the infection up into the uterus, fallopian tubes, and ovaries.

Douching is bad for you, ladies.  So the fact that the C.B. Fleet Co., the company that owns Summer’s Eve, tries to convince all women that they need to regularly douche is not only manipulative, it’s harmful.  If it wants to maximize its profit, however, the company needs healthy women to feel that their vaginas are disgusting.  And so they tell us that it is over and over again.

You see, C.B. Fleet ‘n friends doesn’t give a shit about you.  They don’t care if you get that raise; and they certainly don’t care if their product is unnecessary and potentially harmful in most cases.  They just want to make money.  And if using a feminist-sounding you-go-girl ad will do that, then they’ll slap on a smile and laugh all the way to the bank.

In our more fledgling days we highlighted quite a few examples of marketing that co-opted feminist messages.  See our other examples of ads for bras, cleaning products and contraceptives (see here and here), botox (here and here), diamond rings, moisturizer, makeup, cars, cigarettes, and credit cards, Whirlpool, Philip Morris, Virginia Slims (here and here), and the new Disney princesses.  And none of this is new, see this example of a woman’s magazine marketing to suffragettes in 1910.

See also our collection of vintage douche ads.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Monica Y. sent a collection of vintage ads and cartoons illustrating how soap and cleanliness has been used as a metaphor for colonization.  The first two ads show how soap manufacturers and colonialists alike colluded in suggesting that the colonized were unclean/uncivilized and needed to be cleansed/enlightened.

This first ad for Pears’ Soap reads:

The first step towards lightening The White Man’s Burden is through teaching the virtues of cleanliness.  Pears’ Soap is a potent factor in brightening the dark corners of the earth as civilization advances while amongst the cultured of all nations it holds the highest place — it is the ideal toilet soap.

The phrase “White Man’s Burden” refers to the colonial-era idea that white men were burdened with bringing civilization to the uncivilized.  See our post on a modern-day Pamper’s commercial invoking a white woman’s burden for another example.

This ad for Ivory soap depicts Uncle Sam (I think) passing out soap to American Indians (in blankets, no less) (text transcribed below):

Text:

A NEW DEPARTURE
SAID Uncle Sam: “I will be wise,
And thus the Indian civilize:
Instead of guns, that kill a mile,
Tobacco, lead, and liquor vile,
Instead of serving out a meal,
Or sending Agents out to steal,
I’ll give, domestic arts to teach,
A cake of IVORY SOAP to each.
Before it flies the guilty stain,

The grease and dirt no more remain;
‘Twill change their nature day by day,
And wash their darkest blots away.
They’re turn their bows to fishing-rods,
And bury hatchets under sods,
In wisdom and in worth increase,
And ever smoke the pipe of peace;
For ignorance can never cope
With such a foe as IVORY SOAP.”

This political cartoon, circa 1886, uses the metaphor of washing to describe the cleansing of the Chinese from the U.S.  At the bottom it reads, “The Chinese must go.”

See also our set of vintage ads selling soap with depictions of African Americans as dirty.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Jamie Keiles is a new high school graduate from Pennsylvania who embarked on a fantastic project: trying to live according to the advice of Seventeen magazine… and blogging about it.

Her insights are many and she’s funny and accessible. The whole blog is worth reading.  And you can check out her new project at Teenagerie.

In this post, however, I wanted to highlight her analysis of the ad content of the June/July 2010 issue. She writes:

Magazines profit from ad sales more than they do from newsstand sales or subscriptions. From a business standpoint, the essential purpose of magazines (or television, or radio) is to round up a group of similarly demographic’d consumers that advertisers can easily target. I figured that the advertising content might have something to say about what the average Seventeen reader is imagined to be like. In the 171 page issue, there were 91 ad spaces. Here is how the content broke down:

So… mostly, as Jamie puts it, “stuff that makes you look better.” Jamie then broke it down by advertisements for products and ones for experiences:

She ponders:

I’m not heading toward any sort of conclusive argument with these graphs. Just thought it was an interesting exercise to explore how low the bar is set for Seventeen readers when it comes to what advertisers think will interest them. Products advertised definitely skew more toward tangible than experiential, and more toward short-term use than long-term investment. It would be interesting to do a similar data sample with the Economist or the New York Times. Wonder if this way of thinking is something that applies to all demographics, or mostly just teens.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Chen and Kristyn both sent in examples of gendered chemistry sets.

Chen found this example at Nemo, a science museum in Amsterdam.  Notice that the kit with boys on it a boy in the foreground and a girl in the background is “Disgusting Science” and the kits with only girls on it are “Perfumery” and “Spa Science”:

Meanwhile Kristyn spotted these Cosmetic Science kits in Auckland, NZ.  There were apparently at least four different kits aimed at making beauty products for girls.

Cleansing Pack 2, featuring Pearly Shampoos and Face and Body Cleanser:

Rejuvenation Pack 3, featuring Soothing Cream and Body Mist:

Enhancing Pack 4, featuring Glitter Hair Gel and Silvery Shimmer Lotion:

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.