How The 'Modess...Because' Campaign Used Discretion And Glamour For Sanitary Product Advertising

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

Lister’s Towels in-store pharmacy ad, 1907, and product dispenser.

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.

The listing for the first mass-produced sanitary napkins in the Johnson & Johnson 1897 price list.

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

Modess sanitary napkins were introduced in 1927. They were advertised as “designed by women, for women.”

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.

Left: Modess Silent Purchase Coupon from the late 1920s; Right: women in the late 1920s buying wrapped boxes of Modess in a retail pharmacy.

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.

A box of Modess, marked “inconspicuous.”

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.

Two Modess…because ads showing strong, confident women.

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.