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Feministyle Objavljeno 04.06.2018. Cara Giaimo Prva žena koja je stavila svoje lice na ambalažu bila je izvrgnuta porugama Kao što je većina nas imala priliku posvjedočiti, žene koje se odluče stupiti u javnu sferu često su izvrgnute mržnji i mnogim ružnim komentarima, osobito na internetu. No slučaj Lydije... Kao što je većina nas imala priliku posvjedočiti, žene koje se odluče stupiti u javnu sferu često su izvrgnute mržnji i mnogim ružnim komentarima, osobito na internetu. No slučaj Lydije E. Pinkham može potvrditi kako to nije nešto što se događa samo u novije vrijeme. U kasnim 1800-ima njeno je lice postalo jedno od najpoznatijih lica na svijetu, što je za sobom ostavilo brojne posljedice. Sve do tog trenutka, jedino žensko lice koje se prikazivalo u javnosti bilo je ono kraljice Viktorije.
Kada je prvi put u prodaju izašla ‘Biljna mješavina ‘ na čijoj ambalaži je bila fotografija Lydie, muškarci su joj slali poruke pune mržnje, novinari su se šalili na njezin račun, a školski zborovi su je ismijavali u pjesmama – a sve zato što se usudila staviti vlastito lice na etiketu svog proizvoda.
Prije no što je postala poznata kao stručnjakinja za biljnu mješavinu, Lydia je živjela uglavnom tiho i povučeno. Kao učiteljica, majka i posvećena abolicionistkinja živjela je u svom rodnom gradu Lynnu u Massachusettsu. Lijekove je počela pripravljati tek u 56. godini života. Gospodarstvo je bio oslabljeno , njezina je obitelj trebala novac, a ona je imala odličan recept za traženi lijek.
Gorki, smeđi talog nije izgledao ni mirisao primamljivo, no navodno je pomagao mnogim ženama. Ženski časopis iz onog vremena pisao je kako je znanost u to doba imala histerične ideje o ženskim reproduktivnim organima te kako su liječnici često ‘maltretirali maternice’ – ponekad bi ženama uklonili jajnike kako bi ih ‘spasili od štetnih simptoma menstruacije’ . Plašeći se takve liječničke prakse, žene su nerado razgovarale o menstrualnim tegobama i bolovima sa svojim liječnicima.
U tim okolnostima, lijek kojega je za žene napravila žena, koristeći slogan Siguran lijek, bez noža , razgrabio se s polica. U međuvremenu, Lydijini sinovi Will i Dan odlučili su poraditi na marketingu, osmišljavajući letke i novinske oglase koji bi mogli povećati prodaju. Tada je Dan odlučio iskušati nešto novo – staviti sliku Lydije na bočicu biljne mješavine. Smatrao je kako bi njezino mudro, ljubazno lice dodatno povećalo prodaju te je 1879. godine naručio njen portret i pokrenuo novu kampanju čije je Lydia bila zaštitno lice.
To nije bila novost samo za njihovu tvrtku – bila je to novost za cijeli svijet. Dok su muškarci poduzetnici koristili svoja lica za reklamiranje proizvoda, žene su u reklamama bile prikazane samo kao potrošačice te se ovakav potez smatrao neprimjerenim za ženu. Pinkhamovi nisu odustali, a ubrzo je Lydijina fotografija bila u novinama, izlozima, pa čak i na zidovima zgrada te ogradama.
Dok je nekima to bilo simpatično, drugi su otvoreno iskazivali svoje negodovanje, pa su joj se često obraćali pismima u kojima su od nje tražili da promijeni frizuru ili su joj predbacivali što je pretjerano nasmiješena na fotografiji. Do sredine 1880. osmišljena je i popularna zborska pjesma koja je ismijavala Lydiju.
Bez obzira na sve kritike, prodaja ‘Biljne mješavine’ premašila je sva očekivanja, a kako je desetljećima kasnije naveo Life Magazine , Lydia je postala najpoznatija žena u Americi. Čak i nakon njezine smrti ljudi su joj nastavili pisati i tražiti savjete, zbog čega je tvrtka angažirala žene koje su odgovarale na pisma. Tvrtka je samo 1949. godine prodala tri milijuna bočica pripravka biljne mješavine , a izvorna tvornica nastavila je poslovati sve do 1973. godine.
Pripravci s nazivom ‘Pinkham’ još uvijek postoje u prodaji , a Lydijin portret i dalje mirno promatra s etikete. Da je kojim slučajem ovdje da odgovara na pisma potrošačica, vjerojatno bi trebala preispitati svoju ljekovitu formulu, ali bi sasvim sigurno imala jedan savjet: Ne obazirite se na one koji vas ne vole!
Izvor: Atlas Obscura
Prevela i prilagodila: Ivana Babić
Uredila: Emina Hermann