Hasta La Creative!

Tampons aren’t really a thing in China. So a tampon brand tried to build awareness on social media during the Olympics by explaining what they are and that women athletes use them. “Tampons are put inside and won’t leak. You can move around freely!” the Greener Life brand explained.

That post on Weibo was illustrated with a comic-book style image of bronze medal-winning swimmer Fu Yuanhui. Coincidentally, a few days later Ms. Fu admitted she actually had gotten her period during the Games, sparking chatter on social media for talking so frankly about menstruation. (Prime-time commercials for sanitary products were banned in China in a crackdown on advertising deemed “vulgar.”)

Tampons were introduced to China over two decades ago, but they never really caught on and can be hard to find. Tampax tried the market years ago but eventually departed; OB is available in some convenience stores, and there are small internet retailers selling imported tampons from abroad. The retail value of tampons in 2015 in China was $3.6 million, just 0.03% of the total sanitary protection market, according to Euromonitor International.

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