Superdrug Period Products For People Who Menstruate

Photographed by Meg O'Donnell

Superdrug has introduced a new, more inclusive range of period products intended for "people who menstruate".

The packaging of the chain's Luna range of organic tampons and sanitary pads reads: "A person who menstruates will on average have over 400 periods and use around 11,000 period products in a lifetime.

"However, we understand periods are never average, and so we have created Luna, a range of period products that suit you as an individual."

This gender-neutral terminology ensures that trans and non-binary people who menstruate will feel included too. Superdrug's new, more inclusive range of period products follows Always' decision to remove the female symbol from its packaging last year.

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A spokesperson for Superdrug said: "When writing the copy for the products we were aware that there could be customers of this range who are currently transitioning from one sex to another or who identify as non-binary but will still be menstruating, alongside the women that use the products.

“We therefore felt ‘person’ was a more inclusive noun to use than ‘woman’."

The spokesperson added: "We are continuing to review all new products and the language we use throughout the business, to ensure we are being as inclusive as possible."

The phrase "people who menstruate" was mocked on Twitter earlier this year by Harry Potter author JK Rowling, whose transphobic response to this inclusive phrasing has been widely criticised.

Sadly, Superdrug's use of the phrase has also provoked some transphobic responses online. However, it's also – rightly – receiving plenty of praise from people who are pleased the chain is making strides to become more inclusive.

Check out a selection of Twitter reactions below.

The amount of transphobia on Twitter is unreal today. Just because Superdrug decided to sell menstruation products as gender neautral, which they should be. Not only woman menstruate. Trans men, non binary & intersex also need pads. #superdrug
— BEE 🐝 (@IAMBEEBROWN) September 5, 2020

i am a cis woman but I dont menstruate, does that make me not a woman? bleeding from your uterus doesnt make you a woman. “People who menstruate” doesn’t exclude anyone. It makes trans people included. And if your offended. Fuck off #superdrug
— LCW (@laurencwxo) September 5, 2020

I can’t believe people are getting offended by a brand making inclusive sanitary products. Stop thinking you’re the centre of the universe and think about all the people that have been excluded from sanitary products adverts during decades!!! #superdrug
— 🌻Marina🌻 ig: muarina_ (@muarinaa) September 5, 2020

Just for the record I like being called “person” and to call others person unless told otherwise. I am a feminist, cis and use she/her pronouns. Person includes me in the whole of humankind doesnt limit me to gender. Why would I be offended by that/feel reduced? #superdrug #luna
— Melendehl (@nataliebeech) September 4, 2020