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.