Bodyform has created a group of period-themed ‘femojis’ with the aim of helping women to overcome the social barrier of discussing their periods.
The brand said the idea came on the back of research that found almost half (45%) of UK women and girls found it difficult to discuss menstruation with friends and family - while four out of five said they found emojis a useful way to express their feelings.
The brand is calling for the six icons - which depict pads, periods, cramps, PMS, spots and bloating - to be added to the official Unicode keyboard. It has launched a petition on public campaigning website Change.org where consumers can put their names to the idea: https://www.change.org/femojis-uk. Tweets and posts connected to the campaign will use the hashtag #femojis.
“Menstruation is a totally natural process - but we have all felt a bit shy about discussing it,” said Bodyform marketing director Nicola Coronado. “There are currently 1,620 emojis on the current Unicode keyboard, but for the important things in life, like our periods, there is no way to express ourselves in this new universal language. We want to change this, which is why we’ve launched the Change.org petition and would encourage everybody who has ever felt awkward talking about periods to sign it!”
Bodyform is worth £28.3m and is growing at 16.3% [IRI 52 w/e 23 January 2016].
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