Contemporary practices and the study of the promotion of intimacy

The subject of feminine intimate hygiene is rarely discussed, but mostly avoided, and is rarely welcomed by men. Women, too, consider the subject taboo, even though they are the main ones concerned. To begin with, we need to understand how women’s intimate hygiene has been portrayed since its inception, so that we can then talk about this constantly changing market. Secondly, this book will look at the media and advertising aspects and the strategies - both marketing and product innovation - of advertisers in the intimate hygiene sector. Finally, a series of studies will be used to decipher the role of women in advertising. But also to highlight, or not, the notion of taboo around menstruation from both a male and female point of view. We will try to understand a brand discourse that adapts, or not, to the women of society, because transparency is the desire of all women in modern society.