Phyllis Brown
In the early 20th century, it was uncommon to openly discuss women’s sanitary products. This made advertising them a serious challenge.
However, Johnson & Johnson introduced one of the first mass-produced sanitary napkins and completely transformed the way these products were marketed.
Instead of relying on traditional approaches, they combined high fashion with their sanitary products, which set the “Modess…because” campaign apart. This campaign became one of the most iconic of the 20th century.
Let’s rediscover the legacy that changed the conversation around sanitary products and gave women a more positive way to view their monthly cycles.
The Early Days of Sanitary Napkin Advertising
In 1897, Johnson & Johnson introduced Lister’s Towels, the first mass-produced sanitary products for women. Before this, women had to make their own menstrual supplies at home.
These ready-made items were a step forward. It allowed women to take on more active roles outside the home.
However, advertising these products was a sensitive issue. Society’s discomfort with openly discussing menstruation at that time. As a result, marketing had to be subtle.
A 1907 pharmacy ad simply described the product as “Lister’s Towels, Sanitary for Ladies.” The product’s listing in Johnson & Johnson’s 1897 price list did not even include large-type headings.
The Silent Purchase Coupon: A Game Changer
By the 1920s, Johnson & Johnson had improved their sanitary products and, in 1927, introduced Modess sanitary napkins. This new product was designed by women, specifically for women.
Although women loved the product, purchasing it in stores was still uncomfortable. At that time, most women had to ask male pharmacy clerks for sanitary products, which was often an awkward experience.
To address this, the Silent Purchase Coupon was introduced. Women could cut out a coupon from magazine ads, hand it silently to the clerk, and receive a wrapped box of Modess in brown paper—no words needed.
This discreet method made the process much more comfortable for women, allowing them to avoid the awkwardness of speaking openly about such products.
“Modess…because”: A Campaign of Glamour and Empowerment
In the late 1940s, General Robert Wood Johnson, Chairman and CEO of Johnson & Johnson, had a bold idea to link Modess sanitary napkins with high fashion. This was how the memorable “Modess…because” campaign came.
Johnson encouraged the marketing team to hire renowned designers and photographers to create ads that resembled glamorous fashion spreads rather than typical sanitary product ads.
The tagline, “Modess…because,” was purposefully vague, letting women create their own reasons for choosing the product.
The ads showcased elegant models draped in luxurious taffeta gowns and were shot in stunning locations like art museums and palaces.
This was a stark departure from the wordy, fear-based ads that were common at the time. Instead of portraying women as homemakers or helpers, the Modess ads highlighted strong, confident women, representing their aspirations and potential.
The campaign particularly resonated with women in the postwar period, when many felt disempowered after being pushed back into traditional roles as men returned to the workforce.
The imagery of confident, stylish women struck a powerful chord, empowering women during this time of societal change.
The Impact of Modess on Women’s Health and Society
The “Modess…because” campaign ran successfully from the 1940s to the 1970s and became a defining moment in advertising history.
It went far beyond just boosting sales. It helped shift the perspective on menstruation at a time when discussing this subject was largely considered taboo.
By linking a sanitary product with style and sophistication, Johnson & Johnson changed the game.
The campaign didn’t just sell functionality; it highlighted how the product made women feel, influencing advertising strategies in the personal care and fashion industries for years to come.
These ads set a new precedent, showing that products could be marketed as more than just practical items but as tools for self-expression and confidence.
Admire more fascinating vintage ads from the “Modess…because” campaign
1. Hydrangeas! Taffeta! Cursive!
2. Another ad in “Modess…because” campaign
3. 1955 Vintage ad Modess retro Sanitary Napkins retro Fashion dress
4. Modess Ad 1960
5. Modess ad, 1961
6. Grace and luxury, where fashion meets comfort with Modess
7. Modess 1953 – Dorian Leigh
8. 1951 Print Ad Modess Because Elegant Woman in Designer Evening Gown
9. A Modess ad on Ebony Magazine, April 1960
10. Beautiful Prima Ballerina ‘Modess..because’ 1956 Glossy Inside Back Cover Ad~Vogue Magazine
11. A “Modess . . .because” advertisement
12. Modess…because ads
13. 1951 Modess because women’s sanitary napkins white dress vintage ad
14. Modess because ad, 1949
15. A Modess ad in 1953 featuring Dorian Leigh
16. 1955 vintage Ad for MODESS ….because
17. Modess…because advertising campaign, Modess Sanitary Napkins
18. Suzy Parker Black Sequins Gown MODESS Sanitary Napkins Feminine Hygiene 1957 Ad
19. 1960s vintage AD for MODESS… Because Feminine Napkins Elegant Lady
20. 1960s Vintage Modess Sanitary Napkins Womens Clothing Fashion Photo Print Ad
21. Modess advertisement, sanitary napkins
22. An Modess ad in Motion Picture Magazine, 1949
23. 1966 Modess because sanitary napkins woman in black evening gown vintage ad
24. Vintage 1948 Orig Magazine Ad Modess Sanitary Napkins Gray Long Formal Dress
25. 1958 vintage AD MODESS..because
26. Pink Gown Iconic Hairdo MODESS Sanitary Napkins Feminine Hygiene 1966 Print Ad
27. Modess advertisement from the June 1952 issue of Woman’s Day magazine
28. Modess Ad from June 13, 1949 Life magazine
29. Modess – 1965
30. Ad on Silver Screen Magazine, 1952
