Unmasking Femfresh: How Their Products Have Undermined Women & Female Empowerment Since 1968
In an era where female empowerment and bodily autonomy are at the forefront of social chit-chat, it's crucial to scrutinise products marketed towards women and call out where it’s wrong. Femfresh, a brand ostensibly dedicated to feminine ‘hygiene’ and self proclaimed ‘empowerment’, is my well known arch nemesis due to their highly misleading messaging and their product range that deserves no place in this world other than the bin . Particularly, the joke of a ‘female empowerment’ product the vaginal aerosol deodorant range designed to…. Take your money and leave you with exposure to carcinogens and vaginal infections?
The Illusion of Empowerment:
At first glance, Femfresh products may seem like a step towards female empowerment, promising confidence and freshness - omg yay! However, this facade quickly fades upon closer examination… Femfresh perpetuates harmful stereotypes and insecurities about women's natural bodily functions, implying that femininity is contingent upon artificial cleanliness and scent. Do we want our young women of the world growing up believing they need to be thinking about what their genitals smell of? Do we want to add fuel to the ‘women are treated like shit in this world’ fire? Do we want to be treated like absolute fools? Because by reinforcing these ideals, and buying into their product ranges, Femfresh is sitting there laughing at you whilst they take your coin and give you an ROI of insecurity, thrush and increased trips to the sexual health clinic.
Misleading Marketing Tactics:
Femfresh capitalises on societal pressures surrounding feminine hygiene by promoting products that claim to "cleanse" and "refresh" the vagina. Read that again. However, the truth is WE DON’T NEED TO REFRESH A BODY PART THAT NATURALLY CLEANSES ITSELF. The vagina is a self-cleaning organ with a delicate pH balance that can be disrupted by harsh chemicals found in every product Femfresh has to offer. By exploiting our insecurities as women, Femfresh perpetuates the myth that vaginal odours are abnormal and shameful, leading to unnecessary use of products such as vagina deodorant. Facepalm
The Vagina Deodorant:
In 1971, Femfresh launched an advert promoting their vaginal deodorant, reflecting the prevailing attitudes of the time towards feminine hygiene. However in Femfresh’s world, their attitudes remain in 1971 because they not only still advertise the product, but they’ve also added new ‘solutions’ ranges that include an odour eliminating gel you have to physically syringe up your vaginal canal. Your vagina does not require masking with artificial fragrances. Not only does this prevent you from being able to identify a change in odour that could indicate a real problem (vaginal infections), it also corrodes your skin and upsets your pH causing irritation, common infections such as thrush or bacterial vaginosis. Don’t be fooled by the marketing messaging of ‘gynaecology tested’ or their sponsored paid Instagram Dr’s who aren’t gynaecologists, because there is not a single gynae or sexual health nurse on this planet who would ever actively endorse this brand to a patient.
The Dangers of Vaginal Deodorants:
If I haven’t put you off enough already, these products contain a cocktail of chemicals, including fragrances and antimicrobial agents, which can wreak havoc on the vaginal ecosystem. Research has shown that frequent use of vaginal deodorants disrupts the natural balance of bacteria in the vagina, increasing the risk of infections such as bacterial vaginosis and yeast infections (and bearing in mind there is often very little women’s health research, just imagine what they would find if our government actually cared about us). If you don’t want irritation, inflammation, and potential allergic reactions then say au revoir to the pointless spray and let your vulva breathe the natural way.
Body Positivity vs. Product Shaming:
You might be thinking I’m a little strong towards Femfresh, but In the age of body positivity, it's essential to challenge brands that profit from women's insecurities. As a woman myself, I feel compelled to stand up for us when we are so often overlooked and disregarded in many industries. We constantly say we deserve better (which we do) so let’s fight to make that happen. Rather than promoting unrealistic standards of cleanliness, we should be advocating for acceptance and appreciation of our bodies in their natural state. Your fight can simply just be not buying from Femfresh and resharing this article!
What Does Actual Empowerment Entail?:
Instead of relying on harmful products, we should prioritise gentle, non-toxic practices. Every woman should be able to wash the way SHE wants, but it’s important to be educated so you can decide what method is best for you. The best advice given by medical professionals, including the Royal College of Gynaecology is to wash the vulva with warm water only or with a mild, fragrance-free soap for those who really feel the need for a little extra (plain dove bar will suffice). Some doctors may also suggest the use of aqueous creams to wash with as a soap substitute. It goes without saying to avoid the use of douches, wipes, deodorants and Femfresh. Additionally, maintaining a balanced diet, staying hydrated, and wearing breathable cotton underwear can help support vaginal health naturally. So Femfresh? We don’t need you but let us know when you rebrand to Menfresh.