bodies: hygiene

One topic we cover in my sociology classes is the way the nature vs. nurture debate treats those two categories as though they are completely separate entities: “nature” is this fixed biological reality and “nurture” is all the social stuff we use to tinker around with nature as best we can. I point out to students that biology isn’t as fixed as we often think it is, and that seemingly “natural” processes are in fact often highly influenced by social factors.

One good example of this is the age at which girls have their first periods (menarche). In the U.S. today, the average age at menarche is a little over 12 years (see source here), and that seems normal to us. But historically, this is odd; until quite recently, girls did not begin menstruating until well into their teens. Because girls have to develop a certain amount of body fat in order to menstruate, access to food affects age at menarche. And access to food is generally an indicator of all types of social factors, including societal wealth and the distribution of wealth within groups. In general, economic development increases access to sufficient levels of food, and thus reduces average age at menarche.

This graph of average age at menarche in France from 1840-2000 (found on the French National Institute for Demographic Studies website here) shows a clear decline, starting at over 15 years and now standing at under 13:

Below is a bar graph showing average age at menarche for a number of countries (found here; age at menarche is the grey bar); we see the oldest average age is 13 and a half years, in Germany. Note that the data are not all from the same year, and while most report mean age at menarche, some report median age, so though they show a general trend, they are not stricly comparable:

However, these average ages obscure the fact that access to resources is not equal within nations, and as we would expect, though average age at menarche has fallen for most nations over the past century, we continue to see differences in average age among groups within nations that seem to mirror differences in wealth. For instance, this graph (found at the Museum of Menstruation website here) shows differences in average age at menarche between urban and rural areas in several countries:

The example of the quite dramatic fall in average age at menarche, as well as continued differences within societies, is a very helpful example for getting across the idea that biology is not fixed. I explain to my students that though we have many biological processes (i.e., the ability to menstruate), social factors such as economic development and social inequality affect how many of those processes are expressed (i.e., how early girls being to menstruate, on average). For other examples of how social factors affect biology, see this post on average lifespan and this post on increases in height over time.

I’m currently pairing these images with the chapters “The Body’s New Timetable: How the Life Course of American Girls Has Changed” and “Sanitizing Puberty: The American Way to Menstruate” from The Body Project: An Intimate History of American Girls, by Joan Jacobs Brumberg (1997, NY: Vintage Books) in my women’s studies course. Brumberg argues that the decreasing age of menstruation has created new social pressures as there is an increasing gap between girls’ biological maturity (that is, being able to get pregnant at age 12 or so) and their mental and emotional maturity (they’re still 12 year old girls), a point activists were trying to make in these misguided PSAs about statutory rape. Brumberg argues that just as this was happening, American cultural understandings of menstruation turned it into a hygiene problem, not a maturational milestone, meaning we give girls information about tampons and sanitary pads but not much about what these changes really mean.

Just for fun, here is “The Story of Menstruation,” an animated cartoon put out by the Disney company in 1946. Millions of girls learned about menstruation from it in the ensuing decades, including that they could throwing their schedules off by getting too emotional or cold and that it’s ok to bathe as long as the water isn’t too hot or cold. It illustrates Brumberg’s point about how discusses of menstruation turned to scientific explanations of what was happening and advice about what was and wasn’t ok to do while menstruating, while mostly ignoring it’s emotional or social significance.

I also like the explanation at the beginning of why we refer to “Mother” nature–because she does all her work without anyone even noticing, just like moms. How nice.

Ben O. forwarded this ad for Fairy Soap (found here). It plays into the idea that African Americans are dirty and either lazy or stupid (since they don’t bother to wash their children), but that enlightened, kindly, clean whites can help them. It would make a good accompaniment to the chapter “Soft-Soaping Empire: Commodity Racism and Imperial Advertising” in Imperial Leather: Race, Gender, and Sexuality in the Colonial Contest, by Anne McClintock.

UPDATE: In a comment, Brendon proposed a reading I didn’t think of:

The second ad is troubling, but my interpretation of it wasn’t that the ad was implying that African Americans are dirty – it’s implying that the young white girl believes the black girl is covered in dirt, which is the only reason why the black girl doesn’t have the white skin she does. It’s about the ‘folly’ of youth – this girl isn’t versed in the discourse of racial difference yet!

Of course, Eric points out that the “cutesy” element is undermined by the fact that the ad was made by adults who, unless we’re both totally wrong, didn’t hold such an “innocent” view of the differences between African Americans and Whites.

Also, as a commenter pointed out, given changes in hairstyles and dress for children over time, it may be those are boys, not girls.

NEW (July ’10)! Monica Y. sent along another example, this one an ad for Vinolia Soap:

Here’s another great one from Elizabeth over at Blog of Stench (image originally found at Ad*Access):

The text:

Send for a FREE BOOK telling about this grave womanly offense. Learn how no other type liquid antiseptic-germicide tested for the douche is so powerful yet harmless! Isn’t it a shame when a woman doesn’t realize how important it is to always put ZONITE in her fountain syringe? Failure to practice hygiene (internal cleanliness) often results in such needless tragedies–homes broken up, few social invitations, the feeling of being shunned without without knowing why. A modern woman realizes how important hygiene is to health, married happiness, after her periods, and to combat an offensive odor even greater than bad breath or body odor–an odor she herself may not detect but is so apparent to people around her. And isn’t it reassuring to know that NO OTHER TYPE LIQUID ANTISEPTIC-GERMICIDE TESTED FOR THE DOUCHE IS SO POWERFUL YET SAFE TO TISSUES AS ZONITE! Developed by a famous surgeon and scientist–the ZONITE principle was the first in the world to be so powerfully effective yet so harmless. ZONITE is positively non-poisonous, non-irritating, non-burning. Remember that ZONITE is SAFE! SAFE! SAFE! to the most delicate tissues. You can use ZONITE as directed as often as needed without the slightest risk of injury. ZONITE deoderizes by not ‘masking’–it actually destroys, dissolves and removes odor-causing waste substances. And ZONITE has such a soothing effect. It promptly relieves any itching or irritation if present. ZONITE gives BOTH internal and external protection, leaving one with such a refreshed, dainty feeling–so c-l-e-a-n! Complete douching directions come with every bottle. Buy ZONITE today! Get it at any drugstore.

So women who don’t douche face, as Elizabeth says, “sexless marriages, social ostracism and general disaster.” I like how horrified the woman in the ad looks now that she’s figured out the cause of all her problems. On a side note, I think this is the only instance I’ve ever seen of a man being referred to as “frigid.”

Here’s another Zonite ad that I found at the Museum of Menstruation (who knew such a thing existed?):

I’m too lazy to transcribe the full text, but it’s basically the same story–if only she’d known about Zonite, she wouldn’t have suffered such social humiliations (and notice the scowl on the woman’s face).

These will be great for illustrating the ways women were (and still are) told they need to douche regularly or they would smell bad, as well as to have a healthy vagina–although the douches themselves often destroyed normal, healthy vaginal bacteria, causing the problems they claimed to solve. I’m going to use these in my women’s studies course in conjunction with our discussion of Joan Jacobs Brumberg’s book The Body Project, which discusses the rise of the feminine hygiene industry and the increases pressure on women to keep more and more parts of their bodies under control, whether through sanitary pads, bras, or anti-acne products.

Thanks, Elizabeth!

In the comments, Abby says,

This also ties into lessons about contraceptive history.  Andrea Tone has written about how Lysol (yes, that Lysol) and Zonite were ostensibly marketed as douches for “freshness” but were understood to be useful for preventing pregnancy.  If I recall correctly the main era for this was the 1930s, when most contraceptives were illegal.  There is a double meaning when these ads say that women can “banish their fears” – not just odor, but also unwanted pregnancy. (Never mind that douching with these chemicals is NOT healthy!)

As an example, Holly Mac. sent in this ad for a Lysol douche:

Text:

A man maries a woman because he loves her. So instead of blaming him if married love begins to cool, she should question herself. Is she truly trying to keep her husband and herself eager, happy married lovers? On most effective way to safeguard her dainty feminine allure is by practicing complete feminine hygiene as provided by vaginal douches with a scientifically correct preparation like ‘Lysol.’ So easy a way to banish the misgivings that often keep married lovers apart.

 

Germs destroyed swiftly

 

‘Lysol’ has amazing, proved power to kill germ-life on contact . . . truly cleanses the vaginal canal even in the presence of mucous matter. Thus ‘Lysol’ acts in a way that makeshifts like soap, salt or soda never can.

 

Appealing daintines is assured, because the very source of objectional odors is eliminated.

Use whenever needed!

 

Yet gentle, non-caustic ‘Lysol’ will not harm delicate tissue. Simple directions give correct douching solution. Many doctors advise their patients to douche regularly with ‘Lysol’ brand disinfectant, just to insure feminine daintiness alone, and to use it as often as necessary. No greasy aftereffect.

 

For feminine hygiene, three times more women use ‘Lysol’ than any other liquid preparation. No other is more reliable. You, too, can rely on ‘Lysol’ to help protect your married happiness . . . keep you desirable!

Notice the way in which “feminine allure” is described as “fragile.” I guess just a few years ago that relentless male sex drive was believed to be easily interrupted!

Also note the threat of divorce (and likely economic ruin) and the use of “science” to sell this product.

Ben O. sent in a link to several ads for douches and feminine deodorants (all at Found in Mom’s Basement). This douche ad makes it clear that douching is about pleasing your male partner:

Notice this feminine deodorant is called Pristeen; it promises to help make “girls” attractive:

From the text:

The real problem, as you very well know, is how to keep the most girl part of you–the vaginal area–fresh and free of any worry-making odors…Whatever starts those those troublesome vaginal odors, Pristeen stops them–effectively. And nicely…Why take chances? Starting today, why not make Pristeen as much a part of your daily life as your bath or shower. It’s just as essential to your cleanliness. And to your peace of mind about being a girl. An attractive, nice-to-be-with girl.

Bidette Towelettes promise to give women “all-day daintiness”:

Thanks, Ben!

Kim D. sent us in another example, found at the Museum of Menstruation:

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NEW! Taylor D. sent in a link to eleven more vintage Lysol douche ads, including this one:

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In her famous video, Killing Us Softly, Jean Kilbourne mentions that women are often told to let their appearance “do the talking.”  And, in another post, we’ve talked about how women are encouraged to do anything, as long as they look good doing it.  Which brings me to this page from this month’s Seventeen:

Text:

Make a big impression!  On the first day of school, tell everyone about yourself without saying a word: Just pick the look that makes the right statement for you!

And:

17 Tip: To make your eyes look really open and awake [I guess ’cause class is boring and you were out late partying last night?], line both your top and bottom lash lines with gold shadow.

And:

Focused!  Subtle shadow lets people know you’re serious about school.

Jezebel reviews this month’s Seventeen magazine, chock full of anxiety-inspiring questions that all essentially translate into: “Are you sure you’re good enough?” 

Joyous A. sent us a link to these Cosmo beauty tips, illustrated by this picture:

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Jeff G. let us know about one of Troyt Coburn’s ads for Lee:

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Glenn R. sent us a link to this Caramba Tequila ad (via):

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And Jay L. pointed out this Swiss commercial for Creme d’Or ice cream, in which a woman appears to give a statue oral sex:

The commercial was entered in the Cannes Lions Advertising Festival.

This ad 1976 ad for Perrier may seem boring for the first 15 seconds or so, but it’s worth the wait:

[youtube]https://www.youtube.com/watch?v=rRIRACUmTPE[/youtube]

This is an ad for a water gun called The Oozinator:

The images below are on The Ice Creamists website:

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NEW (Jan ’10)! Helene V. sent in these two Danish ads for Cult.  In addition to potentially encouraging you to use alcohol to get sex, do you see the splooge halo around the bottles?

NEW (Mar. ’10)! Dmitriy T.M. sent in this flyer advertising a techno party:

ALSO NEW! (Mar. ’10): Kristyn G. sent us this commercial for an Australian internet company, which was pulled from the air after compaints (found at the Daily Telegraph):

See also Gwen Stefani, this Tudors ad, this creamer ad, and the Slates, Caesar’s Palace, and Campari ads from this post.

Images from Jezebel, Copyranter (here and here), Adfreak, and The F Word.

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.

Remember when FOX News first got all entertain-y and we were all horrified by how unprofessional it was and then, next thing we knew, even CNN was all entertain-y and it was the beginning of the end?

Well, apparently, like all news went the way of FOX, all men’s hygiene product companies are going the way of Axe. Consider this Edge commercial (and compare it to the first Axe commercial in this post):

Also, those cans are mighty phallic.

In a recent post I discussed ways in which companies market beauty products to men, who traditionally aren’t supposed to worry about things like their pores. Here are a couple more examples.

Axe has a body scrubber for men (pointed out by akamarkman):

To differentiate it from girly body scrubbers, it’s called the Axe Detailer Shower ToolAxe Shower Scrub (or body wash, if you’re female) comes in varieties including Snake Peel, Skin Contact, and Glacier Water (scroll a little less than halfway down to see the varieties).

Here is an ad for the Detailer Shower Tool that shows a man being treated like a car in a car wash (cleaned by futuristically-attired women):

Gillette 2-in-1 Body Wash helps men prevent skin dehydration. And that helps them get hot girls at work:

This Gillette ad tells men to unleash “power” to “defeat dry skin:

Notice how buff he is. We also learn that this body wash is a “hydrator” (not a moisturizer) and that it’s “high-performance” to provde a “powerful defense” that leaves you with the sense you “can take on the world.” So macho!

Andrew F. sent in a link to a post at DirectDaily about the Axe Schedule ad. In it, we see that a set of dorm rooms is overlaid with a calendar, the idea being that you get a different girl each day:

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Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

On-the-road post from Flagstaff, AZ:

The other day I was standing in a salon and noticed some styling products by Redken for Men. I realized they provide an excellent example of how, when companies try to convince men to buy things traditionally reserved for women (and thus marked feminine), they have to masculinize them. This is particularly true when it comes to beauty products, since men aren’t supposed to worry about things like their skin.

On the Redken website, the products are described as, “Focused technology for stronger hair and balanced scalp.” I’m not sure I’ve ever bought mousse or shampoo described to me as technology before. Notice how the names of these styling products attempt to make them seem manly:

Grip Tight gel.

Men maneuver things, like high-end cars and power tools. And their hair.

Don’t take dandruff lying down! Retaliate!

Tough = masculine.

Men work hard. So does their molding paste.

Bulk Up!

Be smarter and sportier than your hair.

Redken for Men’s gray-hair-covering service is not dye, it’s Color Camo.

It might be useful to compare images of products like these with this verse from the currently-popular country song “I’m Still a Guy,” by Brad Paisley:

These days there’s dudes getting facials
Manicured waxed and botoxed
But with deep spray on tans and creamy lotioney hands
You can’t grip a tackle box
With all of these men lining up to get neutered
It’s hip now to be feminized I don’t highlight my hair
I’ve still got a pair
Yeah, honey I’m still a guy

My eyebrows ain’t plucked
Theres a gun in my truck
Thank God I’m still a guy

I’ve driven from Vegas to Oklahoma and nearly back in the last 10 days. I’ve heard this song several times now.

Anyway, this could be good for a discussion of changing ideals of masculinity (and the idea of the metrosexual) or the gendering of products into men’s and women’s versions even though they’re really the same.

See also Touch of Gray hair dye and another set of beauty products for men.

In the comments, pharmacopaeia mentioned that the New Zealand salon Manscape caters to men and has to work to masculinize its services and products (starting with the name, obviously). Their tagline is “taking the ape out of the modern man.” They also offer clients cold beers while they get beautified. They offer a sports massage, “perfect for pre and post event training.” They reassure men about the eyebrow maintenance service by saying “Shape & tidy – there’s nothing girly about this!” The manicure (Man-I-Cure) is called Handy Work, and the pedicure is described as “manly.”

Thanks for letting us know, p.!

NEW: Here’s another example I found in Rolling Stone, which tells men to take charge of their hair: