Inspired by the blood clotting techniques used in surgery, the tampon has been one of the leading feminine hygiene products in use since the 1930’s. Despite its popularity, there are a number of problems with the device. Healthwise it can induce toxic shock syndrome, a dangerous illness that results from wearing a tampon for too long. Many tampons, though FDA approved also do not disclose all of the ingredients used in the product. A number of health-conscious consumers have pointed out that women are putting potentially dangerous chemicals into their body for several days each month. From an environmental perspective, tampons are also extremely dangerous. The average woman will use 12,000 tampons in her life, which, after used, end up in landfills.
It’s safe to say that there has been some demand for new innovation in the female hygiene department. Much of this has also come on the wave of feminism in which women are proclaiming that a woman’s period should be embraced rather than hidden in shame. Several new products have been introduced to the market in response to this, including Lunapads (made of washable cloth), the DivaCup, and Thinx period-proof underwear.
The latest and one of the most promising of these products to be released is Flex. Founded by 29-year-old entrepreneur Lauren Schulte, Flex is a feminine hygiene startup, which markets itself as a mess-free period sex device. Made from food-grade material, Flex devices can be worn for up to 12 hours and allows a woman to have sex while wearing it.
This new product is gaining attention from men and women alike who don’t like abstaining from sex during the dreaded one week each month that Aunt Flo comes to town. While Flex still faces an uphill battle when it comes to dominating the female hygiene market, the marketing campaign has already caught more than a little attention from young people and promises to provide a safe alternative to traditional tampons.