Do You Really Need an Ad Down There?

One company is turning women's bodies into billboards with its hormone replacement patch—whether they like it or not

by Francine Gingras
woman touching stomach image

Offering up some skin to advertisers used to come with a hefty paycheck. Remember when companies began paying people to place tattoo advertisements in visible places on their bodies? (Yes, there’s actually a website called Lease Your Body that brokers these deals.) Now, one pharmaceutical company has taken things a step further—turning the bodies of the women who use its hormonal therapy patch into billboards, minus the payouts, of course. The company is now printing its name in small letters onto the patches—because advertising down there (the patch gets positioned just above your pelvic bone, below your navel) is quality “branding.” 

But here’s the problem: The women who wear the damn patch probably aren’t interested in using their bodies to help build product equity. I can understand placing brand names on pills for safety reasons. But you swallow pills; you don’t wear them as part of your wardrobe. The patch, on the other hand, is stuck to your body for a week—until you replace it with another one. And who really wants to advertise to the ladies in the gym locker room or their partner at home—assuming he makes the trek, ahem, down there—that you’re getting your estrogen through a sticker (Hi, honey! Did I mention I’m going through menopause?). I sort of doubt he’s interested in making a purchase.   

It’s time these brilliant marketing managers (a bunch of men, I assume) rethink their decision to use women’s bodies as billboards. When a man uses Viagra, unless he tells his partner he’s popping the pill, it’s his secret to keep. Women deserve the same level of privacy. Besides, something tells me that this is not a promotion that will result in more patches sold.

Photo courtesy of Maridav/

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