Box of 8 Playtex self-adjusting deodorant tampons, Regular

Box of 8 Playtex self-adjusting deodorant tampons (5 tampons, coupon and insert remaining), Regular, "the only tampon with both deodorant and absorbency protection", Playtex Products Inc., Dover, Delaware, 1971

Scented tampons were first introduced in the mid-1940s, playing on fears that even wearing ‘internal protection’ wouldn’t prevent unpleasant odours from revealing you were menstruating. Deodorant powders, designed for use with menstrual pads, came into existence a decade earlier.

Even though menstrual fluid has no smell until it is exposed to air, Playtex – keen to have the edge over market-leader Tampax – launched deodorant tampons in 1971. It was the first of the big three brands (the other being Kotex) to do so. Adverts showed a concerned looking party hostess surrounded by the blurred outlines of male guests, with the strapline: “When you're wearing a tampon you don't worry about odor. But should you?”

Period product marketing has long emphasised the need to conceal menstruation. As well as reinforcing shame and social stigma, scented products contain chemicals that can disrupt the vagina’s natural pH balance, potentially leading to irritation or infection. After receiving complaints from Planned Parenthood, Playtex added a warning to later packs advising consumers to discontinue use and seek medical attention if they experienced irritation.

Scented tampons were largely withdrawn from the US market in 2021-22, although they continue to be sold in other countries.