Always, the feminine hygiene product maker, was blasted by Megyn Kelly for referring to women as “bodies with female sex organs” in a pamphlet titled “Always’ Puberty and Confidence Guide for Parents and Carers.”
“Dear Always: we are not ‘bodies with female sex organs’,” Kelly tweeted on Sunday.
“We are WOMEN. GIRLS.”
Kelly added: “And we are the only ones who get periods and buy products from your pathetic, dehumanizing, and apparently misogynistic brand.”
“Got it?”
The Post has sought comment from Always’ parent company Procter & Gamble.
Kelly was reacting to the publication by Always of the pamphlet, which includes an explainer on “Change during puberty.”
The pamphlets are handed out together with “puberty kits” that include period pads and panty liners in specially marked packages that the brand sends to schools.
“Here’s a quick refresher of the changes young people with female sex organs go through during puberty,” the pamphlet read.
Always neglects to use the word “girls” or “daughters” — instead frequently referencing “young people” or “child” in the pamphlet.
“It’s important for all young people to understand about puberty and periods from an early age, to prepare them for the changes they, or someone they know, will experience,” the pamphlet reads.
Another section of the pamphlet offers the following advice: “Encourage your child to change their tampon every 4 to 8 hours.”
“If your child sleeps longer than that, it’s better to wear a pad,” Always advised in the pamphlet.
On Twitter, users seconded Kelly’s reaction, with some urging a boycott.
“They will no longer be a ‘leading’ sanitary products brand after this,” one Twitter user wrote.
Another Twitter user wrote: “Women products, not ‘bodies with female sex organs’.”
“Always is now erasing women, the people who BUY their products,” the Twitter user wrote, adding a hashtag #boycottalways.
Always is the latest popular brand name to wade into the culture wars surrounding the hot-button issue of sexual and gender identity.
Bud Light’s recent marketing partnership with transgender social media influencer Dylan Mulvaney sparked an angry backlash which has led to declining sales of the Anheuser-Busch brand.
Target, the nationwide retail chain, has lost $10 billion in market valuation over the last 10 days as the popular retailer continues to face backlash over its Pride-themed clothing line for children.
Kohl’s is the latest big retailer facing calls for a boycott after shoppers found gay Pride gear for babies — with some calling it “time for a Bud-Lighting.”