When we were in Germany in June, I saw this offer that so brilliantly addresses the concerns of the aging population in Germany.

In Germany, the 60+ seniors make up a large percentage of the wealthy population. Many companies want them as their customers but don't necessarily understand their needs, and hardly address their concerns.

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Tchibo got it right:

 German seniors want to travel and see the world but tend to have health problems. So they are afraid of getting sick or needing emergency care while traveling abroad.

So Tchibo offers travel tours with a doctor and nurse accompanying the group.

Photo curtesy of Joho345.

Some background on Tchibo:

Tchibo is an interesting business story in Germany. This family owned enterprise started off after World War II selling roasted coffee beans via mail order. Then they opened stores and cafes selling ready brewed coffee and pastries. Later, they leaped into retail offering home appliances, clothes, and other goods but still sticking to their small cafe-size stores. This unique model made it possible: “every week a new world” (in German "Jede Woche eine neue Welt"). Every week they sell different things to make sure that the offering stays fresh and seasonally appropriate. For example, when summer comes around, one week the theme is picnic and the products range from silverware, napkins and table cloths, even garden furniture to blankets and bocce. The next week, the theme could be camping, or something entirely different. After expanding into goods, Tchibo entered the services space, selling mobile phone credit, insurances and now also travel packages.

Years ago, a guy friend told me about an additional use scenario for tampons in the Norwegian military: when female soldiers crawl through the mud and wade through mirky waters, they can catch vaginal infections. So, they use tampons for protection.

This was the first time I had heard of the usage of a tampon to prevent things from going in, instead of protecting things from coming out and causing much embarrassing blood stains.

What a great opportunity space to rethink the tampon to not only offer 'leakage protection' but also preventing contamination. Apart from claiming greater comfort and supposedly easier insertion, nothing much has happened in this industry for a while - until I came across these products at my favorite drugstore dm* in Germany in June, 2011.

Extra protection
This kind of tampon is specially designed for women to enable them to go swimming and do exercise in water during their periods.

Health enhancer
This brand pushes the boundaries even further: their tampons not only protect but even promote vaginal health. The brand understands that women who frequently experience vaginal thrush infections are more cautious to use tampons. So they repositioned their brand as vaginal health enhancers. Treated with pro-biotic 'goodness' they claim to add good bacteria to fight off thrush infections caused by bad bacteria. This way, it allows them to tap into the market of non-tampon using women offering them the comfort of using tampons and at the same time fighting off future thrush infections. Does it really work, though?

Bonus: they are made of fibers that have not been bleached and are all natural - reassuring every worry of their customers.

*dm is a drugstore chain in Germany and Austria, currently expanding into Eastern Europe. Beyond great products, dm is known for their employee-friendly management and their sustainability programs. Their founder Goetz Werner bases his approaches on Rudolph Steiner's Anthroposophy. More on his business approaches and focus on the human being here.