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Brief Published: 16 Mar 2018

Reinvigorating Femcare Products

Clockwise L-R: Callaly, Dame, Mcycle

The social stigma surrounding female menstruation is evolving as progressive start-ups, brands and designers dare to confront social taboos. We examine the brands stepping in with body-positive marketing campaigns and sustainable solutions to capitalise on an enthusiastic market of women seeking new alternatives.

UK start-up Dame has created a reusable tampon applicator made from a self-cleaning antimicrobial material. Combining medical-grade materials that naturally sterilise the device, the applicator remains safe and hygienic after multiple uses. Featuring a smooth semi-gloss finish and shaped to suit the contours of the body, Dame is designed to be comfortable and easy to control.

Similarly, new UK femcare brand Callaly has created the Tampliner. Offering the functions of both a tampon and a panty liner, the Tampliner promises greater absorbency to give users better peace of mind. Co-founded by gynaecologist Dr Alex Hooi, Callaly is the culmination of years of working with, and listening to, the frustration of women who don’t feel adequately protected with existing product.

Also from the UK, graduate Kaye Toland developed Mcycle, a tampon delivery service concept that transforms tampons into compost. Mcycle proposes a system where organic tampons are delivered to subscribers by bicycle. After use, the tampon’s packaging can be used as a bin that is later collected and composted in non-food soil.

Read Breaking Taboos in Packaging Futures: Diversity and Beauty Inspired by Menstrual Cycles for examples of body-positive brands tackling the topic of female menstruation. Also see Tackling Taboos for more on the brave marketing campaigns winning over consumers.