Packaging upgrade from the number one Femcare brand
Always®, the number one femcare brand from P&G, is revolutionising the way women purchase pads by changing its packaging to communicate the shape and strength of each size more effectively. Available now, the launch will be supported by a lengthy TV campaign and in-store support that will drive awareness of the new era for femcare shopping.
50% of women currently experience leakage during their periods, due to their choice of pad not suiting their shape and size. Always is combating this by being the first to market with a new size indicator that makes it easier for women to find the right pad for them.
Lourdes Fuentes, Brand Manager, Feminine Care Northern Europe, said: “Every woman is different and this is reflected in both their personal and physical needs. We’re proud to be launching a range of pads that allows each and every woman to purchase the best fit for her, ultimately leading to the best protection.
“The fact that half of women don’t currently wear the best pad for them is an alarming statistic. We’re on a mission to put this right and provide women with the comfort and protection they deserve. Retailers are the gateway for us to communicate the importance of wearing the right shape and size. We’re urging all stores to review which femcare products are currently on offer and ensure a wide range is available to break the autopilot of a woman’s purchasing routine.”
The new packs are available in price marked packs, at £2.29*.
 Regimen study, 2014
NOTES TO EDITORS
*Price is at sole discretion of the retailer
Always®, the world's leader in feminine protection, offers a wide range of feminine pads, wipes and pantiliners designed to fit different body types, period flows and preferences. The Always line of feminine products includes Always Infinity™, Always Ultra Thins, Always Maxis, Always Pantiliners and Always Feminine Wipes. Please visit www.always.com for more information.
About P&G UK and Ireland
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II® and Vicks®. The P&G community includes operations in approximately 70 countries worldwide. Please visit www.uk.pg.com for the latest news and information about P&G and its brands.
- By ShelfHelp UK