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Hartman Collection, Duke University Library

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“Wrapped it Looks Like…” Modess, 1949.

Many women still found purchasing and carrying menstrual products embarrassing. Modess claimed to make the shopping experience less stressful by changing the shape of their box. However, the real impact of this ad is making a woman feel like buying Modess is a luxury experience, equal to buying bath salts or candy. In the right hands — yours — and with the right trappings, buying menstrual products could be as fun and stylish as making any other purchase.

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