Tampax: Even a man could use one

Publicis Italy didn’t put men in its feminine product ad to make them look silly (Aussies own that).

The aim was to prove to women that Tampax are not at all difficult to use. The premise was, if men – who have never used Tampax – can work it out, then it’s really easy…or as Publicis, calls it, man-proof, which may have lost its connection to idiot-proof and picked up a second meaning during translation that you will need to ignore.

The set-up was simple. Men were brought into a studio and asked to have a go at identifying and using a number of girlie items. Perhaps tights do need a woman’s touch rather than brute force, although most girls have also put their fingers through the sheerer versions.

And eyeliner is tricky for everyone, but even more so when you use it as lipstick. Home waxing takes a rather a lot of trial and error before a man even gets to the painful part…