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Instead Softcup Offers Tampon Alternative to Shoppers on Prominent Retail Site

San Diego, CA—November 9, 2010—Women's health company Evofem today announced it has entered into a new agreement with Soap.com to distribute its Instead Softcup menstrual cup through the online retailer. Consumers will be able to purchase the Softcup immediately.

"With this agreement, more women will have access to Softcup and all the benefits associated with its body-friendly, long-wear design," said Daniel Pike, Executive Vice President, Evofem. "Soap.com will allow anyone who loves our product—and those curious to try it—to purchase it at any time, and get it conveniently delivered to their door."

While still a relatively small share of the feminine hygiene market, menstrual cups are a product category poised for growth. Current menstrual cup customers make significant retail decisions based on the availability of their preferred feminine hygiene product, according to recent research conducted by Evofem, and in general, women who buy feminine hygiene products purchase other items in the store outside of the category.

"Feminine hygiene products drive customers to specialty stores—whether they are online or down the street," explained Tracey Croughwell, Vice President of Sales and Marketing for Evofem. "We have a very dedicated customer base that makes purchasing decisions based on the availability of Softcup. We know our customers will be excited by having greater access to their product of choice."

Introduced in 1996, Instead Softcup is an alternative to tampons or sanitary pads. The Softcup is made of soft, flexible plastic that is worn around the cervix to collect, rather than absorb, menstrual fluid. Women can wear Softcup for up to 12 hours, providing them with longer protection than traditional feminine hygiene products. Retail price on Soap.com will begin at $3.49.

About Instead Softcup

Instead Softcup is a body-friendly, convenient alternative to pads and tampons. Designed by a woman, Softcup is a flexible menstrual cup worn internally, around the cervix, which collects rather than absorbs menstrual fluid. Women can wear Softcup for up to 12 hours, making it perfect for moms, runners and athletes, college students, women with irregular periods, peri-menopausal women, or any busy woman. It can be worn confidently during any type of activity, including sleeping, swimming and sports, and even during intercourse for mess-free sex. Unlike tampons, Softcup doesn't change the body's natural pH balance or contain dioxins, and it's made of a non-irritating, latex-free, non-absorbent plastic material that isn't linked to toxic shock syndrome (TSS). To find store locations, visit www.softcup.com.

About Soap.com

Soap.com is the largest online specialty store for healthy, beauty, personal care and household essentials, offering more than 25,000 products—everything from paper towels and laundry detergent to toothpaste, vitamins, makeup, and shampoo—all with great prices and free two-day shipping. Soap.com is the newest member of the Quidsi family, which is also the parent company of Diapers.com, the world's fastest growing e-commerce site. Soap.com provides consumers with the focus, attention and service of a specialty store, with the shared infrastructure of a national retailer. Soap.com is making life easier for people by delivering essential products without the time and hassle of shopping at a physical store. For more information, please visit www.soap.com.

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