The launch of the Tampax Cup by Procter & Gamble in 2018 signals the first entry of a global disposable fem care manufacturer into the reusable products domain. While fitting with the company’s key strategic initiatives, the launch can also provide an additional boost to sales of reusable cups. However, it will require further work on the part of the company to raise product awareness, and acquire new users given the low frequency of purchases, P&G will also have to counteract any skepticism over the company’s intentions, given Tampax's leadership in disposable tampons.