Elephant in the Bathroom is Just Wrong
Advertising Mar 01, 2021
Summer’s Eve TV Commercial: The Elephant in the Bathroom is Just Plain Wrong
Summer’s Eve says there is an elephant in every woman’s bathroom because no one talks about feminine hygiene.
However, the feminine hygiene company asks that you give it one week of showers to prove that its cleansing products help balance pH and keep you feeling fresh. Here is a tongue-in-cheek, or in this case, tongue-in-truck, advertising concept that is patently lazy. Let’s be clear. From the onset, I get it.
The expression “elephant in the room” (usually “the elephant in the room”) or “the elephant in the living room” is a metaphorical idiom in English for an essential or enormous topic, question, or controversial issue that is obvious or that everyone knows about but no one mentions or wants to discuss. However, I keep trying to correlate the elephant with feminine hygiene and cannot make the connection!
Manipulative Marketing Tactics
Critics argue that Summer’s Eve leverages societal discomfort around menstruation and vaginal health to sell products, effectively profiting from misogynistic and racist notions about how a woman’s body “should” smell. The campaign encourages women to feel insecure about their natural bodies, pushing them toward products that promise “freshness” and “cleanliness,” even though such products are not medically necessary for most women.
Health and Transparency Concerns
Beyond messaging, Summer’s Eve has faced backlash for not fully disclosing potentially harmful ingredients in its products. Investigations and consumer protests have highlighted the presence of chemicals linked to cancer, hormone disruption, and allergic reactions in their washes, wipes, and powders. The lack of transparency and the use of undisclosed fragrance ingredients further undermine consumer trust.
Summary Table: Negative Aspects of the Campaign
| Issue | Description |
|---|---|
| Body Shaming | Implies women should be ashamed of natural bodily functions. |
| Stigma Reinforcement | Frames feminine hygiene as taboo, increasing secrecy and shame. |
| Manipulative Marketing | Profits from insecurity and societal stigma around women’s bodies. |
| Health Risks | Uses and fails to disclose potentially harmful ingredients in products. |
| Lack of Transparency | Does not fully inform consumers about product contents and associated risks. |
While Summer’s Eve claims to address the “elephant in the bathroom” by encouraging conversations about feminine hygiene, its marketing approach has been criticized for deepening the stigma, promoting body shame, and prioritizing sales over women’s health and transparency.
# Summer’s Eve TV Commercial
Here is an interesting read on the subject by Bernadette Birney!
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