Always (brand)

Last updated
Always
Always logo.png
Product type Feminine hygiene line, including:
sanitary pads
Ultra Thin pads
Pantiliners
Cleansing wipes
Owner Procter & Gamble
Country United States
IntroducedFebruary 1983;41 years ago (1983-02)
Related brandsWhisper (Australia and Asian countries)
Lines (Italy)
Orkid (Turkey)
Evax/Ausonia (Spain and Portugal)
Tampax
MarketsWorldwide
TaglineRewrite the rules, always
Stay Happy, always
Website www.always.com

Always is an American brand of menstrual hygiene products, including maxi pads, ultra thin pads, pantyliners, disposable underwear for night-time wear, and vaginal wipes. A sister company of Procter & Gamble, it was first invented and introduced in the United States in 1983 by Tom Osborn, a mid-level employee at Procter & Gamble, then nationally in May 1984. By the end of 1984, Always had also been introduced internationally in the United Kingdom, Canada, France, Germany, Arab world, Pakistan and Africa. Despite the Always' pads runaway international success, Procter & Gamble almost fired Tom Osborn twice in the early 1980s as he was developing this product. [1]

Contents

Always sanitary pads and other products are sold under the brand name Whisper in Japan, Singapore, India, Bangladesh, Nepal, China, South Korea, Philippines, Thailand, Hong Kong, Taiwan, Vietnam, Malaysia, Australia, Cambodia and Indonesia, Lines in Italy, Orkid in Turkey, and both Evax and Ausonia in Spain and Portugal. The 'Always' name is applicable to products sold in the US, Africa (Kenya and Nigeria primarily), Pakistan, and some European countries.

Always products are manufactured in Belleville, Ontario, Canada at a 700,000-sq.-ft. plant with 175,000-sq.-ft. of warehouse. The plant is one of Procter & Gamble's largest in North America. Although Always has local factories in the countries that it sells in, in some cases, its products are manufactured and exported. [2]

According to Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, Always was Procter & Gamble's "first truly global brand." [3]

Products

Always sells sanitary protection products like sanitary pads, tampons, and pantyliners across its markets. It sells them under the brand names of Whisper, Lines, Orkid, Evax, and Ausonia. [4] [5] In some countries like Cambodia and Kenya, it sells only sanitary pads and pantyliners.

Pakistan

In 2001 Pakistani versions of the brand have their own touch in their packaging.

Advertising

Pakistan

In 2009

Marketing

In June 2020, Always launched a bold new campaign against the backdrop of the global pandemic and national lockdowns. “The New Brave” is a movement that honoured the resilience of women around the world during – facing the challenges of the new world with courage and determination. The campaign highlighted the self-empowerment of women during the pandemic, including those fighting isolation at home, not seeing family for long periods of time, managing remote work and school, teaching and learning with children and adapting to a new definition.

The "Like a Girl" campaign, which was released worldwide with more focus on US and African markets, from Leo Burnett won the 2015 Emmy Award for outstanding commercial. Lauren Greenfield directed the spot, which debuted in June 2014 and aired during Super Bowl XLIX. The commercial asked the question "When did doing something 'like a girl' become an insult?" [6] Running, throwing, or fighting like a girl are seen by adults as equivalent to weak, but by young girls as strong. [6] [7]

The school program run by Whisper (in India) has helped teach young girls about female hygiene in a country where menstruation is still a big taboo. [8] [9] Always has also undertaken similar programs in Kenya, Nigeria, and other parts of Africa to raise awareness about menstruation, celebrate Menstrual Hygiene Day, and provide easy access to sanitary products to schoolgirls. [10] [11]

The 'Always Keeping Girls in School' program undertaken by Always Africa is an ongoing attempt by the brand to raise awareness about menstruation and period poverty in the region. In Kenya, where Always sells sanitary pads (blue and pink variant) and pantyliners, this program has helped thousands of schoolgoing teenage girls learn about period and menstrual hygiene. Always Kenya also routinely distributes sanitary pads and other menstrual products to schoolgirls to motivate them to use hygienic sanitary napkins instead of cloth and tissue papers. This is done via P&G's FemCare unit, which is responsible for the safe production of sanitary pads and tampons. [12]

Educational marketing for the product includes the company's BeingGirl website. This program was also shared in Kenya and other African nations via Always Africa's official social platforms. [13] [14]

In 2018, Always ran a campaign called End Period Poverty, which would donate one pad to a person in need for every package sold. This campaign primarily ran in African countries like Kenya to raise awareness about period poverty and menstrual health. [15]

In 2019, the brand removed the female symbol from their marketing. [16]

In 2020, the brand claimed that 60% of women wore the wrong size pad, and built a campaign around this idea. [17]

#MyAlwaysExperience controversy in Kenya

In 2019, Kenyan activist and politician Scheaffer Okore started #MyAlwaysExperience (a trend on Twitter) to share the concerns of Kenyan consumers of the Always Kenya brand. Okore highlighted the need for gentler skin products (sanitary pads, pantyliners, tampons) to be made available in African markets. Following this, the Always Kenya brand team hosted a series of meetings with consumers to better understand the needs of Kenyan women. This led to the launch of #GenerationOfChange [18] – a campaign that celebrated women who speak up and mobilise. Always Kenya also introduced two new innovations designed for maximum skin comfort - New Always Feather Soft pads (Kenya) and New Always Pure Organic Top Sheet (South Africa). These two were in addition to the existing portfolio of Always sanitary pads that the brand has in Kenya and South Africa. Through the campaign, Always Kenya also reinforced the idea of the rigorous process that goes behind the manufacturing of its blue and pink pads in the region. [19] [20] [21] [22] The campaign's message - “You spoke, we listened, we improved” acknowledged the positive role that dialogue plays in product innovation.

In the UK, the price of branded products such as Always pads were a subject of the End Period Poverty Task-Force in Westminster. P&G was a member of the task force. [23]

Social causes

Always has been running its 'Keeping Girls in School Program' in South Africa, Kenya, Uganda, and India for many years. In 2020, recognizing their girls are disproportionately impacted by the pandemic; Whisper established a mobile education program called “Whisper MobileShaala” to Keep Girls in School even when at home. MobileShaala provides underprivileged girls in India access to school through web-based learning including subjects like Science, Geography, English, Mathematics and Puberty Education in 6 Indian languages.

In 2020 and 2021 Always campaign #EndPeriodPoverty was done in Estonia, Latvia and Lithuania, where for each purchase from the store the company donated hygiene products to girls in need.

Bridge of Peace, Tbilisi, Georgia Dzveli Tbilisi, Tbilisi, Georgia - panoramio (307).jpg
Bridge of Peace, Tbilisi, Georgia

In Tbilisi, Georgia the Bridge of Peace is nicknamed the Always Ultra Bridge for its resemblance to the maxi-pad. [24] [25]

See also

Related Research Articles

<span class="mw-page-title-main">Tampon</span> Feminine hygiene product to absorb menstrual flow by insertion into the vagina

A tampon is a menstrual product designed to absorb blood and vaginal secretions by insertion into the vagina during menstruation. Unlike a pad, it is placed internally, inside of the vaginal canal. Once inserted correctly, a tampon is held in place by the vagina and expands as it soaks up menstrual blood. However, in addition to menstrual blood, the tampon also absorbs the vagina's natural lubrication and bacteria, which can change the normal pH, increasing the risk of infections from the bacterium Staphylococcus aureus, which can lead to toxic shock syndrome (TSS). TSS is a rare but life-threatening infection that requires immediate medical attention.

<span class="mw-page-title-main">Menstrual cup</span> Menstrual hygiene device, an elastomeric cup worn inside the vagina to catch menstruum

A menstrual cup is a menstrual hygiene device which is inserted into the vagina during menstruation. Its purpose is to collect menstrual fluid. Menstrual cups are made of elastomers. A properly-fitting menstrual cup seals against the vaginal walls, so tilting and inverting the body will not cause it to leak. It is impermeable and collects menstrual fluid, unlike tampons and menstrual pads, which absorb it.

<span class="mw-page-title-main">Menstrual pad</span> Absorbent item worn in the underwear

A menstrual pad, or simply a pad, is an absorbent item worn in the underwear when menstruating, bleeding after giving birth, recovering from gynecologic surgery, experiencing a miscarriage or abortion, or in any other situation where it is necessary to absorb a flow of blood from the vagina. A menstrual pad is a type of menstrual hygiene product that is worn externally, unlike tampons and menstrual cups, which are worn inside the vagina. Pads are generally changed by being stripped off the pants and panties, taking out the old pad, sticking the new one on the inside of the panties and pulling them back on. Pads are recommended to be changed every 3–4 hours to avoid certain bacteria that can fester in blood; this time also may differ depending on the kind worn, flow, and the time it is worn.

<span class="mw-page-title-main">Pantyliner</span> Absorbent material used for feminine hygiene

A pantyliner is an absorbent piece of material used for feminine hygiene. It is worn in the gusset of a woman's panties. Some uses include: absorbency for daily vaginal discharge, light menstrual flow, tampon and menstrual cup backup, spotting, post-intercourse discharge, and urinary incontinence. Panty liners can also help with girls who are having discharges and about to start their cycle. Pantyliners are related to sanitary napkins in their basic construction—but are usually much thinner and often narrower than pads. As a result, they absorb much less liquid than pads—making them suitable for light discharge and everyday cleanliness. They are generally unsuitable for menstruation with medium to heavy flow, which requires them to be changed more often.

<span class="mw-page-title-main">Kotex</span> Brand of menstrual hygiene products

Kotex is an American brand of menstrual hygiene products, which includes the Kotex maxi, thin and ultra-thin pads, the Security tampons, and the Lightdays pantiliners. Most recently, the company has added U by Kotex to its menstrual hygiene product line. Kotex is owned and managed by Kimberly-Clark, a consumer products corporation active in more than 80 countries.

<span class="mw-page-title-main">Feminine hygiene</span> Personal care products for menstruation, vaginal discharge etc.

Feminine hygiene products are personal care products used during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina. Products that are used during menstruation may also be called menstrual hygiene products, including menstrual pads, tampons, pantyliners, menstrual cups, menstrual sponges and period panties. Feminine hygiene products also include products meant to cleanse the vulva or vagina, such as douches, feminine wipes, and soap.

<span class="mw-page-title-main">Carefree (feminine hygiene)</span> American feminine hygiene brand

Carefree is an American brand of pantyliners from Johnson & Johnson. In the US, the Carefree brand was formerly marketed by McNeil-PPC and currently being marketed by Edgewell Personal Care.

<span class="mw-page-title-main">Cloth menstrual pad</span> Cloth pads to prevent menstrual fluid from leaking onto clothes

Cloth menstrual pads are cloth pads worn in the underwear to collect menstrual fluid. They are a type of reusable menstrual hygiene product, and are an alternative to sanitary napkins or to menstrual cups. Because they can be reused, they are generally less expensive than disposable pads over time, and reduce the amount of waste produced.

<span class="mw-page-title-main">Culture and menstruation</span>

There are many cultural aspects surrounding how societies view menstruation. Different cultures view menstruation in different ways. The basis of many conduct norms and communication about menstruation in western industrial societies is the belief that menstruation should remain hidden. By contrast, in some hunter-gatherer societies, menstrual observances are viewed in a positive light, without any connotation of uncleanness.

A papyrus sanitary pad, or Makapad, is a sanitary napkin made from papyrus, a natural material. It is reported to be 75 percent cheaper than a conventional menstrual pad and thus an advantage to the poor, as well as being highly absorbent. It is Africa's first hand-made menstrual hygiene product that is made completely with materials available locally, with its biggest production plant being in Kawempe. Makapad is an acronym used for menstruation, administration, knowledge, and affordability.

<span class="mw-page-title-main">Lil-lets</span>

Lil-lets is a brand providing feminine hygiene products that operates principally in the UK, Ireland and South Africa. Since 2000, the company has restructured through two management buyouts (MBO) to become a business crossing all sectors of the feminine hygiene market, including tampons, sanitary napkins, pantyliners and intimate care. They also do programmes for schools that teach young girls the changes that occur when they begin to menstruate.

<span class="mw-page-title-main">Arunachalam Muruganantham</span> Indian social entrepreneur

Arunachalam Muruganantham (Padman) is a social entrepreneur from Coimbatore in Tamil Nadu, India. He is the inventor of a low-cost sanitary pad-making machine and is credited for innovating grassroots mechanisms for generating awareness about traditional unhygienic practices around menstruation in rural India. His mini-machines, which can manufacture sanitary pads for less than a third of the cost of commercial pads, have been installed in 23 of the 29 states of India in rural areas. He is currently planning to expand the production of these machines to 106 nations. The movie Period. End of Sentence. won the Academy Award for Best Documentary for the year 2018. The 2018 Hindi film Pad Man was made on his invention, where he was portrayed by Akshay Kumar.

Adema Sangale is a businesswoman, social entrepreneur and corporate executive in Kenya, who is the Managing Partner of C-Suite Africa, a business consultancy firm, based in Nairobi, the capital and largest city of Kenya. Her focus is advising locally owned businesses to transition from founder-managed to larger brand-driven, multi-country enterprises.

Women's Voices for the Earth (WVE) is a feminist, women-led, North American environmental organization that specializes in research and advocacy regarding toxic chemicals used in products that disproportionately impact women's health, including cosmetics, menstrual care products, professional salon and cleaning products. WVE is a non-profit organization whose mission is to amplify women's voices to eliminate toxics that harm communities and health. With its inclusive vision of environmental work WVE has become a hub for visionary feminist environmentalism that recognizes the systemic connections between health, class, race, and the environment. Addressing the inter-connectivity of these various channels of exposure to toxic chemicals has been key to WVE's approach which is multi-scalar: targeting consumer behaviors, corporate practices, and government policies.

<span class="mw-page-title-main">Bella (brand)</span>

Bella is a brand of feminine hygiene products, including maxi pads, ultra thin pads, and female wipes. Bella is currently owned by Polish company Toruńskie Zakłady Materiałów Opatrunkowych.

<span class="mw-page-title-main">Tampon tax</span> Value-added tax or sales tax charged on feminine hygiene products

Tampon tax is a popular term used to call attention to tampons, and other feminine hygiene products, being subject to value-added tax (VAT) or sales tax, unlike the tax exemption status granted to other products considered basic necessities. Proponents of tax exemption argue that tampons, sanitary napkins, menstrual cups and comparable products constitute basic, unavoidable necessities for women, and any additional taxes constitute a pink tax.

<span class="mw-page-title-main">Menstrual hygiene management</span> Access to menstrual hygiene products and disposal of used products

Menstrual hygiene management (MHM) or menstrual health and hygiene (MHH) refers to access to menstrual hygiene products to absorb or collect the flow of blood during menstruation, privacy to change the materials, and access to facilities to dispose of used menstrual management materials. It can also include the "broader systemic factors that link menstruation with health, well-being, gender equality, education, equity, empowerment, and rights". Menstrual hygiene management can be particularly challenging for girls and women in developing countries, where clean water and toilet facilities are often inadequate. Menstrual waste is largely ignored in schools in developing countries, despite it being a significant problem. Menstruation can be a barrier to education for many girls, as a lack of effective sanitary products restricts girls' involvement in educational and social activities.

Isobel Marshall is a South Australian social entrepreneur and medical student who was named Young Australian of the Year for 2021.

<span class="mw-page-title-main">Period underwear</span> Menstrual garment

Period underwear are absorbent garments designed to be worn during menstruation. Period underwear is designed like conventional underwear but it is made up of highly absorbent fabrics to soak up menstrual blood. Most commercially manufactured period underwear makes use of microfiber polyester fabric. It is recommended that period underwear should be changed every 8-12 hours to avoid leakage and infection.

<span class="mw-page-title-main">Period poverty</span> Economic justice issue related to female periods

Period poverty is a term used to describe a lack of access to proper menstrual products and the education needed to use them effectively. In total, there are around 500 million women and girls that cannot manage their periods safely due to lack of menstrual products and for fear of shame. The American Medical Women's Association defines period poverty as "the inadequate access to menstrual hygiene tools and educations, including but not limited to sanitary products, washing facilities, and waste management". The lack of access to menstrual hygiene products can cause physical health problems, such as infections and reproductive tract complications, and can have negative social and psychological consequences, including missed school or work days and stigma.

References

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