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Tampax going green; Playtex following suit.

In what is being billed as "the first cardboard applicator improvement since 1936," Tambrands, Lake Success, NY, recently launched "Tampax Comfort Shaped Flushable Applicator Tampons." The new product combines the comfortable rounded applicator shape previously found only in plastic applicators with the environmental advantages of a flushable and biodegradable applicator.

According to the usually close mouthed Tambrands, consumer surveys indicated that the applicator's shape and its ease and comfort of insertion were found superior to existing tampons. "The revolutionary new design is the slimmest available and, unlike traditional cardboard applicators, is rounded and enclosed for comfort," according to press information.

Tampax Comfort Shaped Flushable Applicator Tampons, complete with the rather unwieldy name, began shipping on April 22. Available in regular and super absorbencies, the new tampons will feature a flushable and biodegradable applicator, tampon and wrapper. As part of the company's commitment to improving the environmental soundness of its products and packaging, Tampax Comfort Shaped Flushable Applicator Tampons are packed in] glued top cartons or recycled board, with a special tamper evident seal. This new packaging was available for the April launch for the eight count carton and beginning in June for the 25 count carton.

Tambrands had an almost 60% unit share of the tampon market in late 1990, dominating Playtex's 25% market share.

Meanwhile, number two Playtex also is set to introduce a cardboard applicator tampon called "Ultimates" in mid-summer. Playtex, which previously had only offered plastic applicators, has been pressured lately from the environmental claims of Tambrands and Johnson & Johnson's "o.b.," a non-applicator tampon (8.6% share) that has been utilizing "green" advertising claims since last year.
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Title Annotation:companies to introduce flushable, biodegradable cardboard applicators for Tampons
Publication:Nonwovens Industry
Date:May 1, 1991
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