The clean vagina, the healthy vagina, and the dirty vagina: Exploring women’s portrayals of the vagina in relation to vaginal cleansing product use

Abstract

Vaginal cleansing products such as douches, sprays, wipes, powders, washes, and deodorants are part of a growing $2 billion industry in North America. Part of the appeal of these products is supposedly attaining vaginal cleanliness, which is marketed in association with product use. Although these products are promoted as healthy, medical research indicates potential health risks for some of these products (e.g. yeast infections, bacterial vaginosis, and disruption of the vaginal microbiota). Despite these risks, many women use these products. In this paper, we draw on interviews with women who use vaginal cleansing products to examine the ways in which particular portrayals of the vagina are connected with broader societal messages about female genitalia and with motivations to use vaginal cleansing practices. These portrayals include the healthy vagina, the clean vagina, and the dirty vagina. We show that although participants in our study valued both a clean vagina and a healthy vagina, when tension occurred between these two portrayals, participants prioritized vaginal cleanliness over vaginal health. We argue that this prioritization of the idealized clean vagina is connected to societal pressures of needing to attain unrealistic standards of vaginal cleanliness.