When it comes things that cause excruciating pain, menstrual cramps have a reputation that precedes them. It's not possible for me to know what they're like from experience, but I'm inclined to believe those who say that they can feel as awful as heart attacks.
For that reason, finding a way to soothe them can be difficult, but one product at least aims to provide a little moral support while it's doing its best to ease the pain.