Having to visit the loo, hit the ladies’ room, and freshen up are discreet ways to express the need to take care of business in the restroom. All these phrases have one thing in common: the “hush hush” aspect. Particularly used in the United States, these phrases are heard in social settings where individuals don’t want to give too much info about their bathroom habits for fear of making everyone uncomfortable. Even more so, you won’t hear chatter about the less familiar bathroom product: the bidet.
In Europe, on the other hand, bathroom habits are common topics of conversation and bidets are used regularly. Why then, are Americans less comfortable utilizing bidets compared to other cultures?
Potential reasonings behind this include historical feelings, societal habits, etc.
For example, in France “during World War 2, American soldiers saw brothels utilizing bidets”*. This placed a certain belief on bidets in general. In the eyes of the American soldiers, bidets were unclean and not a household item they were willing to incorporate into their everyday lives. Also, the idea of bidets being originated by the French potentially stirred up some negative opinions. The historical opinion of French culture held by some Americans could have affected the way they viewed bidets.
Furthermore, it is no surprise that bidets have struggled to become mainstream knowledge through word of mouth. Historically, potty talk was generally avoided during conversation at get-togethers as a form of good manners. To hear about products like bidets most likely felt invasive and inappropriate for Americans. In addition, bidets provided unfamiliarity which probably discomforted many Americans who like to stay in their comfort zones.
In response, bidet companies shifted their marketing efforts to help combat social stigmas around bidets.
Some tried to target high-end hotels and residences. Bidets were seen as a luxury item used mainly in European and Asian countries. In American countries, a bidet was far from considered a necessity. The main bathroom products in the U.S. were “a sink, a toilet, and a bathtub”**. There was not much room for extra fixtures including a bidet.
Other bidet companies worked to combat the “hush-hush” aspect of bathroom habits in general, marketing teams for bidet companies tried using comedy tactics. Word-of-mouth, familiarity, and funny bidet campaigns all helped with product recognition. While there is still work to do in the U.S., more consumers are constantly learning about bidets.
As we reached the 2020s, bidets gained popularity in America. Amid the pandemic, bidets started to gain interest when consumers struggled to access toilet paper. After researching bidets (once unusual items), the selling point was the new bidet offerings “were relatively easy to install, and available at price points that meant you didn’t have to be flush with cash to afford one” (Source 2). Today, B2C bidet brands have captured the attention of several American audiences, and bidets in the U.S. might finally have their breakthrough.
Click here to shop Niagara bidets now on Amazon.
* cnn.com
** architecturaldigest.com
Back to Blog