Tampax has had to apologize for a now-deleted "offensive" tweet quoting a popular internet phrase.
The company received backlash on Twitter. Users said it "sexualized" women and was "demeaning."
They released an apology on Saturday which said the tweet didn't align with the brand's values.
Tampax has had to apologize for a now-deleted "offensive" tweet.
The US arm of the tampon company tweeted their spin on a well-used meme, saying: "You're in their DMs. We're in them. We are not the same."
The phrase became popular online as a way to indicate you have a better relationship with someone, often in a romantic or sexual sense, but Tampax's appropriation of the meme appears to have fallen short.
People immediately expressed outrage with the tweet, saying it "sexualized" women's healthcare and was "demeaning" towards women.
Others said the tweet was "creepy," considering minors often use Tampax products during menstruation, Sky News reported.
The disdain towards the sentiment continued to rise, with the hashtag #BoycottTampax trending on Twitter.
In response to the backlash, the company, owned by Procter & Gamble, tweeted an apology saying they "messed up." Tampax admitted the language was disrespectful, adding "Respect is central to our brand values - our recent language did not reflect that."
The anger, however, continued in the comments of the apology, with people saying they would opt to use alternative brands after being made to feel uncomfortable.
"Women and girls want sanitary products they can trust, not wink, wink sexualization of a basic biological function. Leave us alone and go and 'brand value' elsewhere," one Twitter user said.