Planned Parenthood Federation of America, a sexual and reproductive health care provider, is receiving a percentage of proceeds from a new condom line called Proper Attire TM. What’s unique about these condoms are its stylish packaging, from pastels to polka dots to Victorian-like fig leaf print. Also new is its exclusionary retail. Sold only at boutique shops and selective hotels for $6.00 +, its mostly middle-upper class Dandies that are buying. According to Planned Parenthood News Room this new condom strategy hopes to make it cool for women to carry condoms.
“Social taboos make some women embarrassed to buy and carry condoms. That’s why PROPER ATTIRETM was created,” said PPFA President Cecile Richards. “With its fashionable wrapping, women will now have the option to choose the right ‘attire’ for that special occasion.”
I’m unsure how to feel about targeting women to buy condoms through the superficial rhetoric of fashion. In an attempt to debunk the stereotype that men are the condom-holders, Proper Attire seems to be investing in another gender stereotype. Furthermore, its posh prices and locale reduces accessibility.
Would it not be more proper for condom lines to focus on effectiveness, comfort, and accessibility rather than just pretty packaging?
Nonetheless, it is obvious that Proper Attire’s aim is to make condoms widely appealing and socially acceptable. Perhaps it is better to have a variety of choices- contraceptives feeding a range of taste, cohorts, and occasions… however those demographics are marketed. Perhaps the cause predominates its means, particularly for the non-profit.
