SHELTON, Conn., April 9, 2019 /PRNewswire/ -- o.b.,
the original progressive tampon brand designed by a woman for women
in 1950, today announced the launch of o.b. organic, an
all-new product line of responsibly sourced, 100% certified organic
cotton tampons from tip to string. For the first time, this new
line from o.b. is also available with or without a
Tru-Comfort plant-based* applicator—the only o.b. tampons to
offer an applicator—made from renewable sources.
For nearly 70 years, o.b. offered applicator-free
tampons, which meant one less applicator to a landfill or the
ocean, making the brand environmentally conscious before the
ecofriendly trend. With o.b. organic, the brand is offering
another great choice for women who don't want to sacrifice
protection for sustainability. All o.b. organic tampons are
free from chlorine, dyes, pesticides, fragrances, and BPA, giving
women only what they need and nothing they don't.
"For decades, o.b. has strived to introduce sustainable,
effective solutions for periods," said Devon Driscoll, brand manager at Edgewell
Personal Care. "With the launch of o.b. organic, we are
excited to now offer women 100% certified organic cotton tampons
along with an innovative plant-based* applicator option. We at
o.b. were committed to making an applicator that is in line
with our commitment to sustainability."
To promote the launch of the new o.b. organic tampons,
o.b. is rolling out its largest creative digital advertising
campaign in years. Playing off the brand's name and heritage as the
original progressive choice in feminine care, the Original Badass
campaign celebrates the brand's badass reputation. Original Badass
aims to refresh the brand that already has high consumer awareness
and modernize it to reach a consumer who doesn't accept things at
face value and refuses to accept someone else's standards. As part
of the campaign, o.b. acknowledges that no applicator is the
best applicator—dubbing a woman's finger the Original Badass
applicator. But, for those who need a hand, o.b. organic's
plant-based* applicator is second best. The campaign launches
today and runs through the end of the year.
o.b. organic tampons are now available in Regular
and Super Absorbency with an applicator (MSRP $6.99/18ct) or without an applicator (MSRP
$6.99/24ct) at retailers nationwide
including mass, drug, grocery, and Amazon.
About Edgewell Personal Care
Edgewell (NYSE: EPC) is a
leading pure-play consumer products company with an attractive,
diversified portfolio of established brand names such as Schick®
and Wilkinson Sword® men's and women's shaving systems and
disposable razors; Edge® and Skintimate® shave preparations;
Playtex®, Stayfree®, Carefree® and o.b.® feminine care products;
Banana Boat® and Hawaiian Tropic® sun care products; Playtex®
infant feeding; Diaper Genie®; Bulldog® and Jack Black® male skin
care and grooming products; and Wet Ones® moist wipes. The
Company has a broad global footprint and operates in more than 50
markets, including
the U.S., Canada, Mexico, Germany, Japan and Australia.
*Up to 92% plant-based.
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SOURCE o.b.