Procter & Gamble has removed the Venus symbol on the packaging of its Always menstrual pads in order to be inclusive of trans and non-binary consumers.
The Venus sign symbolically stands for women, however, the company is looking to represent people that who may not identify as female but do still menstruate.
Talking to CNN.com, P&G said, “For over 35 years Always
has championed girls and women, and we will continue to do so. We’re also
committed to diversity & inclusion and are on a continual journey to
understand the needs of all of our consumers.
“We routinely assess our products, packaging and designs, taking into account consumer feedback, to ensure we are meeting the needs of everyone who uses our products. The change to our pad wrapper design is consistent with that practice.”
The move comes as a result of a call from customers calling on Always to remove the symbol to allow for more inclusivity. It is the latest development in a wider drive within the personal care market for brands to be more authentic with their diversity credentials year round, and not as part of a shorter push around prime marketing times such as Pride month.