Always (brand)

Always (brand). Always is a prominent brand of feminine hygiene products, including pads, liners, and wipes, owned by the multinational consumer goods corporation Procter & Gamble. First launched in the United States in 1983, the brand is recognized globally for its introduction of the "wing" design for sanitary pads and its extensive advertising campaigns. It holds a significant market share in numerous countries and is a major competitor to brands like Kotex and Stayfree.

History

The brand was developed by Procter & Gamble and first introduced to the market in 1983. Its initial launch was supported by a major advertising campaign that emphasized product innovation and reliability. A key milestone was the introduction of the "wing" design, a feature that helped secure the pad to underwear, which was patented and became an industry standard. Throughout the late 1980s and 1990s, the brand expanded rapidly into international markets, including Europe, Asia, and Latin America, often becoming a market leader. This global expansion was part of Procter & Gamble's broader strategy to dominate the personal care sector, competing directly with established players like Kimberly-Clark, the parent company of Kotex.

Products

The core product line includes a range of ultra-thin pads, maxi pads, pantiliners, and wipes designed for menstrual and light bladder protection. Product innovations have included the development of "Infinity" pads, which use a flexible, absorbent material, and "Radiant" pads, which feature a redesigned wrapper and packaging. The brand also offers products specifically for teens, such as the "Always Xtra" line, and has expanded into related categories like cleansing wipes. These products are manufactured in facilities worldwide, including major plants in Germany, Mexico, and China, and are distributed through major retailers like Walmart and Carrefour.

Marketing and campaigns

Marketing efforts have historically focused on themes of confidence, empowerment, and breaking taboos surrounding menstruation. Notable campaigns include the "Like a Girl" initiative, launched during the Super Bowl in 2015, which aimed to challenge gender stereotypes and was produced by the advertising agency Leo Burnett Worldwide. The brand has also partnered with organizations like UNESCO and the World Association of Girl Guides and Girl Scouts on educational programs. High-profile ambassadors and partnerships have included collaborations with athletes and influencers, and sponsorship of events like the Women's Tennis Association tours to enhance visibility and align with themes of athleticism and strength.

Environmental and social impact

The brand has faced scrutiny over the environmental impact of its products, particularly concerning plastic content and non-biodegradable materials in pads and packaging. In response, Procter & Gamble has initiated sustainability programs, including goals to increase recycled content and reduce virgin plastic use. Social impact initiatives have included large-scale donation programs, such as providing menstrual products to schools in partnership with Feeding America, and advocacy for the removal of the "tampon tax" in various jurisdictions. The brand has also been involved in public education efforts to combat period poverty and stigma, working with non-profits like Plan International on a global scale.

See also

* Procter & Gamble * Kotex * Stayfree * Tampax * Menstrual cup * Feminine hygiene * Leo Burnett Worldwide * Period poverty

Category:Procter & Gamble brands Category:Feminine hygiene brands Category:Brands introduced in 1983