Health information encouraging understanding of male menopause was included on an insert inside the stockings’ packaging, prompting criticism primarily from female customers. アツギ had presented the initiative as part of its long-running health-awareness efforts, but differences in how the message was received continue to emerge.
When customers opened the stockings, they found health information on the insert titled “What women should also know about male menopausal symptoms,” prompting posts to spread on X. The insert had been designed with the purchasing experience of female customers in mind, but its focus on support for men raised concerns among female consumers.
アツギ described the initiative as part of a project to deepen understanding of hormones in both men and women. In addition to the article on male menopause, which was the 11th of 12 installments, the project has covered breast cancer, menstruation and other topics primarily related to women’s health. Many purchasers skip the insert, leading to criticism that the purpose of the overall project is difficult to convey.
In 2020, the company faced controversy over its “Love Tights” campaign after posts suggesting sexualized expressions became an issue, forcing it to apologize and suspend the campaign. The controversy has resurfaced as a case similar to the current incident, in which information disseminated with products for women triggered a consumer backlash.
The current debate has come to question the meaning of “supporting women” and the appropriateness of how information is delivered. The focus has been less on addressing male menopause itself than on how information is communicated through products intended for women. A review of how such information is delivered is being sought as a next step.