Box of 8 Playtex self-adjusting tampons, Regular

Box of 8 Playtex self-adjusting tampons (5 tampons and insert remaining), Regular, "new, smooth FLEXIBLE APPLICATOR � soft gentle plastic", Playtex Ltd, Malton, Ontario, 1968-1969

Playtex were the first to introduce plastic applicator tampons in 1962. They were sold as a “more comfortable alternative to cardboard applicator tampons”, the smooth surface acting to reduce friction. In a drive to compete with market-leader Tampax, the brand marketed itself as “the innovator”. Playtex was the first to advertise tampons on US national television in 1972, became the first major manufacturer to launch deodorant tampons in 1971 and was the first to create domed-tipped plastic applicators around 1973.

Playtex Self-Adjusting Tampons appeared on the market around 1966. The feature referred to the product’s widthways (as opposed to lengthways) expansion. Instructions likened its “unique blooming action” to a flowering tulip; a feature which Playtex claimed made it 45% more absorbent than the leading tampon.

Floral motifs have long been used in menstrual product marketing, serving as both a euphemism for periods and a symbol of idealised femininity.