Kotex
The pattern
This still is filed under Headline · visual lockup.
Define
Headline and picture are one sentence. Remove either half and the claim disappears.
Mechanism
Lockup. The line names what the image will not. The image shows what the line cannot. They are not redundant.
Verdict
We have a picture that completes a short line: wit, contrast, or a second meaning.
Why it works
The ad refuses the medical frame entirely and files the product under fashion. Placing the carton inside the fashion plate, overlapping the gown, forces the association visually before a word is read. Her Royal Daintiness, the modern woman flatters the reader into a class she wants to belong to, so the purchase becomes an act of taste rather than of need. The copy is deliberately short because the job here is category placement, not persuasion; the argument was already carried by the long-copy ads running alongside it in the same campaign.
Steal this when
Use this as the small, high-frequency companion to a long-copy launch ad, once the reasons have already been argued somewhere else. Also use it when you need to move a product out of an unflattering category into a flattering one purely by association.