
In an era where inclusivity and empowerment are at the forefront of public discourse, marketing campaigns that misrepresent women’s health issues can stir strong reactions. Recently, Niki Woods, a professional specialising in improving midlife performance and helping businesses retain female talent, took to LinkedIn to voice her concerns over a misguided advertisement promoting a product aimed at women dealing with vaginal dryness—a condition often associated with menopause and genitourinary syndrome.
The issue at the core of Woods’ frustration was not the product itself but the message of the advertisement, which seemed to focus more on men’s sexual pleasure than on the women the product was meant to help. Woods criticised the ad for implying that vaginal dryness is important mainly because it affects male sexual satisfaction, rather than centring the conversation on women’s pain, discomfort, and mental health.
A Missed Opportunity to Support Women
In her post, Woods passionately pointed out the ad's misguided messaging, stating, “In 2024, are we really still at the stage where we define women’s worth by our ability to give men sexual pleasure, and men’s worth by their gift-giving?” Her statement resonates with many who believe that women’s health products should prioritise the well-being and comfort of women rather than objectifying both men and women by placing undue importance on their sexual roles.
The ad, according to Woods, missed a valuable opportunity to break the silence surrounding stigmatised women’s health issues like vaginal dryness. For many women, conditions such as vaginal dryness lead to not only physical pain but also mental distress, and framing the solution in terms of how it affects male partners diminishes the real, personal struggles these women face.
The Company’s Response
In an encouraging display of accountability, the company behind the ad responded to Woods’ concerns directly. The company explained that the ad had been taken down and acknowledged that it had not properly represented the brand’s commitment to women’s wellness. The company’s owner stated, “We realise now that the quote in this ad was taken out of context and did not appropriately reflect who [we are] as a brand. We took this ad down over a week ago.”
This response highlights an essential lesson for brands in the women’s health space: the importance of thoughtful messaging. Women’s health conditions, particularly those related to menopause and sexual wellness, are often underrepresented or misunderstood in media and marketing. Brands must be vigilant in ensuring that their messaging supports and empowers women, rather than reinforcing outdated or harmful stereotypes.
Shifting the Narrative: Empowerment Over Objectification
Woods’ post sparked an important conversation about how women’s health is portrayed in advertising. As more women speak out against these kinds of marketing missteps, it’s clear that there is a need for campaigns that approach women’s health with empathy, respect, and empowerment.
In the world of women’s wellness, products should focus on improving the quality of life for women—whether that involves alleviating pain, enhancing mental health, or promoting overall well-being. This shift in narrative is not only necessary but overdue.
The Female Body, as a platform, strives to challenge these outdated norms and advocate for accurate, empowering representations of women's health issues. The ad in question serves as a reminder that while progress has been made in addressing women’s health, there is still a long way to go in ensuring that women are seen, heard, and prioritised in all aspects of healthcare, media, and product development.
Join the Conversation
What are your thoughts on the way women’s health is marketed? Have you encountered similar experiences where the messaging missed the mark? Join the conversation by sharing your thoughts with The Female Body community, as we continue to advocate for women’s health equity and break the silence surrounding these important issues.
Final Thoughts
In addressing this issue, Niki Woods reminds us that marketing in the women’s health space must do more than just sell products—it must also empower women. As we move forward, brands need to understand the profound impact that well-crafted, thoughtful communication can have, not just on the consumer but on society at large.
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