New York – Thinx, the brand behind period-proof pants, has launched a new campaign to destigmatise the conversation around period sex. Titled Come As You Are, the separate microsite introduces the new Period Sex Blanket, a quilted satin blanket that uses the same patented absorbent material found in its pants.
While brands that work within the female health product space have traditionally chosen to disguise menstrual blood as unrealistic blue liquid, Thinx follows Bodyform’s lead in visualising the campaign with blood-red liquid that ebbs and flows across the screen. To mark the launch of the campaign, Thinx held a three day pop-up event in Manhattan’s NoHo district featuring talks from guest speakers like feminist writer and sex educator Gigi Engle.
As explored in Intuitive Pleasure, women are increasingly taking control of their own sexuality and creating products that foreground their pleasure.