CINCINNATI, United States — Tampax and Always, the leading period care brands from Procter & Gamble, have introduced a new organic tampon option to cater to consumers looking for eco-friendly and natural products.
The decision follows the entry of a number of disruptive startups such as Cora, THINX and LOLA, into the feminine-care category, who are reimagining the $30bn dollar plus, global market.
Tampax Pure, a new organic tampon option which is also responsibly sourced from within the US and free of dyes, fragrances and chlorine bleaching, has been designed to target informed consumers who are actively modifying their behaviour when it comes to making more conscious purchasing decisions.
The brand’s choice of tagline: “You strive to be better in all that you do. What about your period protection?” highlights its desire to tap into the rise of conscious consumerism and avoid being left in the dust by its younger more purpose-driven rivals.
“In speaking with thousands of tampon users in the last several years, it was clear that there was still a big unmet need in the natural menstrual category – an option that worked well,” commented Amy Krajewski, Section Head Global Tampax Research & Development.
“Many people using current options are settling, and don’t even realize it because they go on autopilot with so many other decisions to make every day. When we set out to create Tampax PURE, we took our time to develop a tampon that is not only made with a 100% organic cotton core, but that also provides Tampax protection. Users can feel good about the ingredients, and trust that our product works.”
In addition, the applicators for Pure tampons are “composed of a 90% plant-based material” explained the company. And, for every specially marked Tampax Pure pack purchased, Tampax says it will donate one pad or tampon to an individual in need, as part of its mission to end period poverty.
Having dominated the market for many years, Procter & Gamble accounts for nearly 50 percent of the disposable feminine hygiene market in both the US and the UK, so its decision to expand into the eco-friendly and organic realm is not one to be downplayed.
Its recent acquisition of This is L., a period care startup that manufactures organic pads and tampons, furthermore highlights its ambition to conquer the category and align itself more closely with its newer competitors.
From our deep consumer research and understanding, we know that different consumers are seeking different product benefits,” Jennifer Corso, a Senior Manager at P&G’s Global Communications told Forbes at the time of the deal.
“This acquisition is exciting because it will help us to reach new consumers,” she added.
With This Is L. now part of its growing portfolio, it appears Procter & Gamble is using some of the startup’s insights and entrepreneurial spirit to futureproof its heritage brands and capture an even larger share of the feminine-care market.