They'll think sex matters, to a narrow, and very constricted, extent. They'll admit that only 50% of the population ever experiences menstrual bleeding and that is prob as far as they're willing to go. It's not that sex doesn't matter, it's that someone has leapt on the opportunity to push the message that women shoule accept being depersonified, and should accept being referred to by our bodily functions, even as he or she tried to encourage women to spend money.
The person writing that knew what men and women were. That is what was pushing them!
Alternatively, the marketing dept has concluded they have more female customers who want to be called "menstruators" or already think they are morally obliged to accept it, than they have the reverse.