Midol Gets a New Look to Appeal to a New Generation of Women [Video]

At first, it didn’t have anything to do with periods. It was marketed simply as a safer alternative to popular pain relievers of the day (narcotics) and then briefly as a cure to hiccups.

Then finally, Midol found its niche: menstrual pains. In 1938, the brand started running ads that, true to its time, leaned on feminine norms and shied away from any overt mention of the bloody monthly phenomenon itself.

While there were design tweaks over the years, it’s now been quite a while since the brand got an update. And a lot’s changed. Over the last few years, ads for feminine care products have made serious strides toward a more authentic portrayal of what it’s like to have a period, and the culture’s understanding of femininity and genderhas also gone …