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Women finally "ready for a change".

Good news, ladies! When it comes to vaginal health, our periods and 'all things down there', we are finally ready to face the truth! At least according to Kimberley Clarke, the company behind the "U by Kotex" campaign.

Don't get me wrong: making vaginal health a discussable topic (or "taking the shame out of being a woman" as the Kotex brand guy puts it) is a great initiative and the campaign has some very creative, funny commercials that poke fun at the way advertisers used to talk about all-things-period. 

Indeed, we shouldn't be embarrassed about having our period: we should dispel myths and teach our daughters that it's nothing to be ashamed of. And it's great that Kotex wants to "become a champion for women and a torch-bearer for a momentous cultural shift", but to say that it's because "women are ready for a change", as Andrew Meurer of Kotex says here, is taking things a tad too far. As if Kotex has always been ready to lead us to enlightenment, but we weren't quite ready yet.

Great initiative Kotex - really love the ads! - but go easy on the "torch bearing, trail-blazing category champion" leading women to a new reality bit, please.