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SHELTON - o.b. has announced the launch of o.b. organic, an all-new product line of responsibly sourced, 100 per cent 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. has 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.

"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."

As part of the launch 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.

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