Modern women may enjoy some new innovation in the history, but they could never to be free from the shadow of “menstrual taboo.” Due to the menstrual taboo, from 1920s to 2000s, the major theme of menstrual products is “hiding.” In twentieth-century America, all the features of those products and advertising are promoting an “invisible” experience in buying and using those menstrual products. In order to avoid the embarrassment of ladies in purchasing this commodity, the first ad of Kotex (Figure2) explained the meaning of the brand name—“cotton-texture.” Later in the same year, another Kotex ad appeared in Ladies Home Journal suggested shoppers “ask for them by name.” (Figure11) Similarly, the brand name of Modess possessed the same quality as Kotex, which completely conformed to what Dr. Gilbreth’s investigation that the name of menstrual products should have no significance but be short and distinctive. <17>The 1928 Modess ad promoted a new shopping fashion—silent purchase. Women did not have to pronounce “sanitary” and instead by saying “Modess.” “One box of Modess, please” is such a modest way of buying some unmentionable and sounds like asking “a pack of cigarettes” or “a dozen of soap bars.”

Except for the embarrassment of purchase, the most worried problem is leaking and the outline. While the fashion changed, the form of menstrual products had to be modified together. In 20s, the Kotex ads assured that the round-edged new pads would be properly concealed under their “filmy frocks” or “misty frocks.” (Figure12) The Thong pads and panty liners is another innovation in the change of fashion. Moreover, the sexual behavior also influenced their idea of design. The emergence of black panty liners holds the same idea of concealment. The 2001 Carefree Black (Figure13) said it is “designed especially for your dark panties” and “discreet in dark panties.” Who would see the petite liner on the bottom of a woman’s underwear? Probably her intimate partner or husband would. However, while we surprised on this innovation, sometimes it is really confusing that whether we should be glad about so many choices or be conscientious about them. Is it just kindly providing an option or rather setting a new rule—wearing dark panty should use dark liner? Or, it suggests woman should make their every sanitary stuff discreet even in front of their partners. The 1982 survey of menstruation discovered more than one-third of surveyed Americans felt women should conceal the fact that they are menstruating from the families and hiding sanitary products out of the other’s view.<18> It might give some explanation.