Researched by Kim Rosas | February 2025
Procter & Gamble (P&G) introduced Rely tampons in 1975, aiming to offer a superior menstrual product that stood out in the market. Unlike traditional tampons made from cotton or rayon, Rely tampons utilized carboxymethylcellulose and compressed polyester beads, enabling them to absorb nearly 20 times their weight in menstrual fluid. The design allowed the tampon to expand into a cup-like shape, reducing leakage and providing extended protection.
The marketing campaign for Rely featured the slogan, “It even absorbs the worry!”, emphasizing its high absorbency and reliability. P&G distributed approximately 45 million sample packs to women across the United States, significantly boosting the product’s visibility and adoption.
In 1980 health concerns emerged linking Rely tampons to Toxic Shock Syndrome (TSS), a rare but potentially fatal condition. The Centers for Disease Control and Prevention (CDC) reported that users of Rely tampons faced a higher risk of developing TSS compared to users of other tampon brands. In response to these findings, P&G eventually recalled Rely tampons on September 22, 1980, and entered into a consent agreement with the Food and Drug Administration (FDA) to notify consumers and remove the product from the market. This product failure cost P&G more than 75 million in losses and they were part of multiple lawsuits from TSS victims who used the product.
At the time of the TSS crisis, tampon sales dropped around 20% and P&G completely exited the tampon market. The Rely tampon case led to increased scrutiny and regulation of menstrual products to ensure safety and efficacy for users.
en.wikipedia.org, New York Magazine – Nov 16, 1981
- Timeframe: 1970s
- Item Location: Period Nirvana Asheville
- Credit: Kim Rosas
- Category: tampons
