P&G’s femcare brand Always has changed its packaging to communicate the shape and strength of different pad sizes more effectively.
New packs are available now, price-marked at £2.29. Their launch will be supported by a lengthy TV campaign and in-store activity.
Always says half of women currently experience leakage during their periods, due to their choice of pad not suiting their shape and size. The brand has introduced what is thought to be a first-to-market 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.”
