Box of 4 Rely tampons

Box of 4 Rely tampons, "Rely, it even absorbs the worry.", Proctor & Gamble, Cincinnati, Ohio, 1975-1980

Rely tampons were launched by Procter & Gamble in 1975. Marketed with the tagline “it even absorbs the worry”, the product was reportedly able to absorb nearly twenty times its weight in menstrual fluid. Innovations included both width and lengthways expansion, and the introduction of new, highly absorbent materials: carboxymethylcellulose – a compound typically used as a thickener and stabiliser – and polyester.

It soon became apparent, however, that Rely absorbed more than just worry. Users reported vaginal dryness, to the extent that the tampon often became difficult to remove and could pull skin away with it, causing painful ulceration.

But the beginning of the end for Rely was when toxic shock syndrome (TSS), a rare but life-threatening condition caused by bacterial infection, became associated with tampon use in the late 1970s. Rely users were found to be at greater risk, and the line was voluntarily recalled in 1980. It was later shown that higher absorbency tampons can alter the vaginal environment, promoting rapid growth of the bacteria Staphylococcus aureus. In 1982, the US government introduced new rules requiring warning labels on packaging, advising users to select the minimum absorbency for their flow.