POWERHOUSE COLLECTION

Moxie Regular Tampons

Object No. 2018/46/1

These regular 11ml absorbency tampons, designed by Australian brand Moxie, are popular for their innovative crush-proof tin packaging. Moxie tampons are designed as an alternative to conventional products of this type, which are usually packaged in cardboard boxes that are easily damaged. Moxie tampons represent a shift away from tampon packaging traditionally designed to be unremarkable and discrete so as not to 'embarrass' its menstruating user. Unlike regular tampon boxes, Moxie tins are designed with aesthetic and practicality in mind. Many women carry sanitary products in their bags among their personal items. Moxie tampons are packaged in distinctive striped tins that are both crush-resistant and pleasant to look at. 21-year-old university graduate, Mia Klitsas, came up with the idea for the Moxie tampon tin in 2005. Sick of tampon boxes splitting in her bag, Klitsas envisaged an attractive, functional alternative that would be at home among the personal items in her purse. Klitsas joined with business partner Jeff Gore to launch the Moxie brand. Both partners invested personal savings into the brand to get it off the ground, and as of 2018 Moxie is stocked in chemists and supermarkets worldwide. Attitudes towards menstruation have changed significantly over the course of history and at the beginning of the 21st century product packaging has come to reflect this. Moxie's take on tampon packaging (and the subsequent success of its product) demonstrates how contemporary consumers have come to view periods as a natural part of everyday life worthy of functional, "purse worthy" products. Lizzy Doepel, Curatorial Intern, December 2017 Supervised by Tilly Boleyn, Curator

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Summary

Object Statement

Tampon tins (2) and coupon in box, 'Moxie Regular Tampons', rayon / plastic / steel, designed by Moxie, Melbourne, Victoria, Australia, 2017

Physical Description

Moxie Regular Tampons are standard regular absorbency (11ml) tampons packaged in a distinctive cylindrical, pink striped tin.

PRODUCTION

Notes

Moxie products are designed in Melbourne, Victoria, Australia and manufactured in Europe from rayon fibres.

SOURCE

Credit Line

Purchased 2017

Acquisition Date

26 July 2018

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