Fems was a product made by Kimberly Clark that met the needs of women living in the 1950s. Their line of feminine napkins were sold with the promise that they were comfortable and protective.
The product was advertised in an assortment of women’s magazines in the 1950s and 1960s. I found a few Fems ads in my collection of mid-century women’s magazines.
The woman exiting the bus in the above ad appeared in Good Housekeeping – May 1959. Bus travel was a popular way to travel in the mid-century. I assume she is going to visit a friend or relative.
A woman on the move need not change her plans if she uses Fems.
Here are two more ads from 1959. Both show a sweet timeless scene of a mother helping her son learn to ride a bike. The first full page ad was in Good Housekeeping July 1959. The second was also from July 1959. This partial page ad was published in Woman’s Day.
The next month in 1959, the ad campaign continued. Here is another busy, confident 1950s woman. She is sitting on top of a ladder in the yellow dress. This ad was found in the August 1959 edition of the Ladies Home Journal.
Here’s the ad for September 1959. We see another confident woman on the go. This 1950s smiling woman is posing in a classic Ferrari sports car.
A few years later, the campaign changed slightly. This ad is from Woman’s Day June 1961. Note the changed branding.
Here’s one more from the 1950s. This Fems Feminine Napkins ad was published in the November 1958 edition of Good Housekeeping.
Mid-Century Page 
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