Always Redesigns Packaging To Promote Inclusivity

In a move towards inclusivity, including transgender and non-binary customers, sanitary products brand Always announced they will redesign their packaging, removing the Venus symbol long-used to represent the female gender. This comes after repeated requests from the trans community for inclusivity.

The decision to redesign Always’ packaging to be more inclusive happens months after fellow Procter & Gamble brand Gillette weighed in on a different social issue, male toxicity, encouraging fellow men to stop inappropriate behavior, including bullying and cat-calling.

The announcement comes as more companies and brands make changes to be more gender-inclusive, like Mattel’s new doll line Creatable World, historic London theater Old Vic remodel which turned restrooms gender-neutral, and United Airlines changing their ticketing system to be more inclusive for nonbinary passengers.

Periods, already a source of angst-fueled in part by long-standing taboos, can often create additional anxiety for non-binary and trans individuals. Often, menstruation gets portrayed as something cis femme people experience in advertising and packaging. Always’ decision is an acknowledgment by the brand that their customers aren’t just those who identify with their assigned at birth gender.

“For over 35 years, Always has championed girls and women, and we will continue to do so,” parent company Procter & Gamble said in a statement. “We are also committed to diversity and inclusion and are on a continual journey to understand the needs of all of our consumers.”