How Kotex is putting period blood back into the art world

Feminine care brand Kotex is taking aim at period stigma with a new global campaign that spotlights a long-overlooked gap in the art world.

Titled "Art’s missing period", the campaign highlights how period blood has historically been excluded from artistic expression, despite the widespread depiction of blood in scenes of violence across centuries of art.

Created in partnership with DAVID London and Ogilvy Singapore, the initiative brings together works that were previously deemed “too sensitive” for public display, reframing the narrative around menstruation and censorship.

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According to Kotex, while blood has long been featured in paintings and sculptures, period blood remains largely absent. The brand said the campaign aims to challenge this double standard and encourage more open conversations around menstruation.

As part of the initiative, Kotex is showcasing artworks from around the world, including pieces dating back to 35,000 BCE, alongside more contemporary works that have been rejected by galleries or removed from exhibitions due to their subject matter.

The campaign also includes a short documentary by Emmy award-winning filmmaker Kathryn Everett, narrated by journalist and producer Noor Tagouri. The film explores why depictions of violent bloodshed are widely accepted, while menstruation continues to face stigma, and features stories from artists who have experienced censorship firsthand.

Beyond film, the campaign extends into out-of-home activations, with mobile billboards and wild postings placed outside major museums such as the Guggenheim, the MET, the Whitney Museum and the MOMA. These placements aim to bring the conversation directly to the art world by turning public spaces into alternative galleries.

QR codes embedded within the installations direct audiences to a virtual gallery featuring more than 40 pieces of period-themed art. The online exhibition, which launched on 6 April, will run for one year and is designed to support artists, galleries and exhibitions that champion such works.

“Visibility shapes culture, and we set out to change both,” said Genevieve Gransden, executive creative director at DAVID London. Selma Ahmed, also executive creative director at the agency, added, “This is not just a campaign—it’s a restoration of voices, narratives and art that deserve to be seen.”

In the region, brands have also been finding creative ways to reframe conversations around menstruation. Last month, Eu Yan Sang Singapore launched its International Women’s Day campaign “Tame your menstrual monsters”, turning common period symptoms into animated characters such as ‘Cranky Flo’, ‘Sleepy Sue’, ‘Bloated Bella’ and ‘BFFY’.

The initiative aimed to spark more open conversations around women’s wellness while modernising how TCM connects with younger audiences, positioning its gold label bak foong range as a solution for managing menstrual discomfort.

Earlier, in February 2025, menstrual care brand Blood partnered with VML Singapore to launch its “Period squad” campaign, featuring five animated characters, Crampy, Spotty, Moody, Sleepy, and Paddy, to represent common menstrual symptoms and advocate for unfiltered portrayals of periods.

The characters, portrayed as 3D content creators, engaged Gen Z across digital platforms, retail spaces, and merchandise, while a music video reinforced the message that periods are not cute, but there is no need to apologise for them.

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