Always

Always is a feminine-care brand owned by Procter & Gamble and primarily associated with menstrual-hygiene products. Its range has included maxi pads, ultra-thin pads, pantyliners, disposable underwear intended for overnight use, tampons and, in some markets, vaginal wipes. Product names, formats and availability differ substantially by country. In several markets the products are sold under related local brands rather than the Always name, including Whisper in India and a number of Asian markets, Lines in Italy, Orkid in Turkey, and Evax and Ausonia in Spain and Portugal. The brand was developed inside Procter & Gamble by Tom Osborn and introduced in the United States in 1983, followed by a national launch in May 1984. It expanded internationally during the same decade, reaching the United Kingdom, Canada, France, Germany, parts of the Arab world, Pakistan and African markets by the end of 1984. Procter & Gamble has described the business as an important step in building a genuinely global consumer brand. The international portfolio has consequently operated as a coordinated family of feminine-care brands rather than as a single uniform label. Always’s core proposition is menstrual protection combining absorbency, fit, comfort and discretion. The company has marketed products in different lengths, absorbency levels and thicknesses, including overnight formats and pantyliners for lighter or everyday use. Manufacturing is distributed across local and regional facilities. A major Procter & Gamble facility in Belleville, Ontario, has been associated with Always production and is described as one of the company’s largest North American manufacturing sites, although products may also be produced locally or exported between countries. Brand communications have increasingly combined product education with social messaging. Campaigns have addressed confidence, gender stereotypes, menstrual education, period poverty and access to sanitary products. The best-known global campaign is “Like a Girl,” launched in 2014 and focused on how the phrase had become an insult despite younger girls associating it with strength. The campaign received broad media attention and won the 2015 Primetime Emmy Award for outstanding commercial. Other initiatives have included programs intended to keep girls in school, educational content distributed through BeingGirl and regional efforts connected with Menstrual Hygiene Day. In Africa and South Asia, Always and its sister brands have supported school-based menstrual-hygiene education and product-access programs. During the COVID-19 pandemic, messaging shifted toward resilience and adapting to disrupted family, school and working arrangements. Whisper also introduced MobileShaala in India, a mobile education initiative designed to give disadvantaged girls access to learning and puberty education while schools were closed or difficult to reach. The brand has also adapted its visual and product communication in response to changing expectations. In 2019 it removed the traditionally used female symbol from some packaging and marketing to be more inclusive of transgender people who menstruate. In Kenya, consumer criticism in 2019 concerning skin comfort prompted dialogue between the brand team and consumers, followed by product and communication changes including Feather Soft pads and a Pure Organic Top Sheet product in selected African markets. Always remains an active Procter & Gamble brand, but its exact assortment and naming depend on local market strategy.

Always originated within Procter & Gamble in the early 1980s. Tom Osborn, a mid-level company employee, developed the concept that became the brand. The product was introduced in the United States in 1983 and received a nationwide launch in May 1984. Its early development was reportedly uncertain within the company, but the product’s commercial performance established it as a significant feminine-care business. International expansion followed rapidly. By the end of 1984, Always products had reached the United Kingdom, Canada, France, Germany, parts of the Arab world, Pakistan and African markets. Procter & Gamble subsequently used different names and portfolios according to local market conditions. The Always name remains in use in the United States, Pakistan, parts of Africa and some European countries, while Whisper is used in India and several Asian markets, Lines in Italy, Orkid in Turkey, and Evax and Ausonia in Spain and Portugal. The business developed around multiple forms of menstrual protection. Pads have remained the principal category, with maxi, ultra-thin, overnight and different absorbency formats. Pantyliners expanded the range into everyday feminine care and lighter-use occasions. In selected markets the portfolio has also included tampons, disposable underwear for nighttime use and vaginal wipes. Because Procter & Gamble manages the brands regionally, precise product names and specifications are not consistent worldwide. Manufacturing has combined local production with cross-border supply. A large Procter & Gamble plant in Belleville, Ontario, has manufactured Always products and includes substantial production and warehouse capacity. Other products are made in facilities located in the markets they serve or are exported from regional plants. This structure has supported the brand’s international reach while allowing packaging, product formats and claims to be adapted locally. Always’s marketing evolved from conventional absorbency and protection advertising toward broader social and educational themes. The 2014 “Like a Girl” campaign questioned why a phrase associated with girls had become shorthand for weakness. Its global distribution, especially in the United States and Africa, made it one of the brand’s most visible communications and it later won the 2015 Primetime Emmy for outstanding commercial. Regional programs under Always, Whisper and related brands have addressed menstrual education, period poverty and school attendance. The Keeping Girls in School program has operated in countries including South Africa, Kenya, Uganda and India, while education has also been distributed through BeingGirl and social-media channels. In 2018, End Period Poverty activity connected product sales with donations of pads to girls and women lacking access to menstrual products. During the pandemic, Always introduced The New Brave campaign, which presented women coping with isolation, remote work, home education and changed family responsibilities. In India, sister brand Whisper launched MobileShaala, a mobile learning program covering school subjects and puberty education in several Indian languages. Consumer feedback has influenced later product and communication decisions. In Kenya, the 2019 #MyAlwaysExperience discussion focused on comfort and suitability of products available to local consumers. The brand responded with meetings and a Generation of Change campaign, alongside the introduction or promotion of Feather Soft pads in Kenya and a Pure Organic Top Sheet product in South Africa. Also in 2019, Always removed a female symbol from selected marketing to make the brand more inclusive of transgender people who menstruate. The brand continues to operate as part of Procter & Gamble’s feminine-care portfolio, with its market identity varying by country.

1. 2020The New Brave campaign

   Always launches pandemic-era messaging focused on women’s resilience and changed daily responsibilities.

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2. 2019Consumer feedback leads to Kenya response

   The #MyAlwaysExperience discussion in Kenya leads to consumer meetings, Generation of Change communications and comfort-focused product developments.

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3. 2019Female symbol removed from selected marketing

   Always modifies selected packaging and communications to improve inclusion of transgender and non-binary menstruators.

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4. 2018End Period Poverty donation campaign

   In selected African markets, the brand links package purchases with donations of menstrual pads to people in need.

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5. 2015Like a Girl receives an Emmy

   The campaign wins the Primetime Emmy Award for outstanding commercial.

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6. 2014Like a Girl campaign debuts

   Always launches a campaign addressing gender stereotypes embedded in the phrase “like a girl.”

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7. 2001Pakistani product variants documented

   The Pakistani range includes Dreamzzz Extra Long Night, Ultra Herbal 3in1 and Ultra 3in1 formats.

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8. 1984National U.S. launch and early international expansion

   Always receives a national U.S. launch in May and expands internationally to several European, North American, African and Middle Eastern markets by the end of the year.

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9. 1983Always is introduced in the United States

   Procter & Gamble introduces the Always menstrual-care brand in the United States after its development by Tom Osborn.

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Menstrual protection and feminine care centered on absorbency, comfort, fit, confidence, menstrual education and inclusion.

• Sanitary padsmenstrual care1983

  Always’s central product category includes maxi and ultra-thin pads in multiple absorbency levels, lengths, thicknesses and surface designs. Overnight and extra-long formats are intended for extended or nighttime protection. Local assortments vary, and equivalent products may be sold under Whisper, Lines, Orkid, Evax or Ausonia.

• Pantylinersfeminine care

  Pantyliners serve lighter-use occasions such as everyday discharge care, the days before or after menstruation and minor leakage. Always offers these products in selected markets, with differences in size, absorbency, packaging and branding according to local needs.

• Overnight disposable period underwearmenstrual care

  Disposable underwear for nighttime wear extends the brand beyond conventional adhesive pads. The product is designed to provide coverage and absorbency while sleeping, although availability and exact specifications depend on market.

• Tamponsmenstrual care

  Tampons are included in the broader Always and related-brand feminine-care portfolio in some markets. They provide internal menstrual protection and are not necessarily sold under the Always name in every country.

• Vaginal wipesfeminine care

  Vaginal wipes have appeared among the brand’s related feminine-hygiene offerings. Their availability is market-specific and they are supplementary to the core menstrual-protection business.

• 2020The New Brave

  international

  The campaign portrayed women navigating pandemic restrictions, isolation, remote work, home schooling and changed family relationships.

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• 2020Size and fit education campaign

  international

  Always promoted education around choosing an appropriate pad size and claimed that many women use the wrong size, linking product selection with protection and comfort.

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• 2020Keeping Girls in School and MobileShaala

  India · South Africa · Kenya · Uganda

  Always and sister brand Whisper supported menstrual education and access programs. In India, MobileShaala used web-based learning to provide disadvantaged girls with school subjects and puberty education during pandemic disruption.

  Outcome. The programs sought to reduce education interruption associated with menstruation, poverty and school closures.

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• 2019Generation of Change

  Kenya

  Following consumer discussions about product comfort, Always Kenya highlighted women who speak up, organize and encourage improvement.

  Outcome. The campaign accompanied consumer engagement and regional product developments.

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• 2018End Period Poverty

  Kenya · other African markets · Estonia · Latvia · Lithuania

  The initiative connected purchases with donations of menstrual products and raised awareness of period poverty and menstrual-health access.

  Outcome. Product donations and public discussion of menstrual access were attached to participating-market sales.

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• 2014Like a Girl

  United States · Africa · international

  The campaign questioned when “like a girl” became an insult and reframed running, throwing and fighting like a girl as expressions of strength. It was directed by Lauren Greenfield and developed by Leo Burnett.

  Outcome. The commercial gained broad attention and won the 2015 Primetime Emmy Award for outstanding commercial.

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• 2009Always Girls Can Do Anything

  Pakistan

  A Pakistan-focused communication positioned girls as capable and ambitious while connecting the brand with confidence and personal development.

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• 2019Remove the female symbol from selected marketingStrategy

  The brand reviewed gendered visual conventions in the context of broader recognition that transgender and non-binary people can menstruate.

  What changed. Always removed the female symbol from selected packaging and marketing materials.

  Aftermath. The change was presented as an inclusion measure and generated public discussion about representation in menstrual-care branding.

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• 2019Introduce comfort-focused regional productsProduct launch

  Consumer feedback in Kenya emphasized the need for gentler skin-contact materials and products better suited to local consumers.

  What changed. Always highlighted New Always Feather Soft pads in Kenya and New Always Pure Organic Top Sheet in South Africa.

  Aftermath. The changes were framed as an example of consumer dialogue informing product innovation.

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• 2019#MyAlwaysExperience consumer controversy in KenyaControversy

  Kenyan activist and politician Scheaffer Okore used a Twitter trend to amplify consumer concerns about the gentleness and comfort of Always sanitary products available in Kenya. The brand responded by meeting consumers, acknowledging the feedback and linking it to later comfort-focused product and communication changes.

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• 2021Always continues End Period Poverty initiatives in the Baltic region

  Campaign activity in Estonia, Latvia and Lithuania linked product purchases with donations of menstrual-hygiene products to girls in need.

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• 2020Always launches The New Brave campaign

  The campaign portrayed women responding to pandemic-era isolation, remote work and schooling, family separation and other disruptions with resilience.

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• 2020Whisper introduces MobileShaala in India

  The mobile education program provided disadvantaged girls with web-based lessons, including school subjects and puberty education, during pandemic-related school disruption.

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• 2019Always removes the female symbol from selected marketing

  Always changed selected packaging and marketing to remove the female symbol, seeking to recognize transgender and non-binary people who menstruate.

  Other
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• 2019Always introduces regional comfort-focused products in East and Southern Africa

  Following consumer feedback in Kenya, the brand highlighted Feather Soft pads in Kenya and a Pure Organic Top Sheet product in South Africa.

  Product launchOther
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• 2019Always faces debate over removal of the female-symbol graphic from some packaging

  Reports about changes to packaging for some Always products prompted discussion among consumers who viewed the removal of the Venus symbol as a loss of female representation. P&G stated that packaging changes were intended to reflect inclusion and that the product itself was not being changed on that basis.

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• 2015Like a Girl wins a Primetime Emmy

  The Always commercial received the Primetime Emmy Award for outstanding commercial after gaining extensive international attention.

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• 2015Always expands purpose-led period and puberty communications

  The brand continued the #LikeAGirl platform with further advertising and educational communications focused on confidence, gender stereotypes, and puberty.

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• 2014Always launches the Like a Girl campaign

  The campaign challenged the use of “like a girl” as an insult by contrasting adult stereotypes with girls’ more confident interpretations of running, throwing and fighting.

  Campaign
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• 2014Always launches the #LikeAGirl campaign

  Always introduced a campaign that examined how the phrase “like a girl” is often used negatively and sought to recast it as an expression of confidence and capability.

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• Always expands communication around period poverty and menstrual confidence

  Always has used brand programs and partnerships in different markets to address period stigma, menstrual education and access to period products. Program names, partners and activity levels vary by country.

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• Always continues puberty and period-confidence education

  The brand continues to publish educational material about periods, puberty, product use, and confidence through its consumer websites and related programs. The exact availability and form of these resources vary by market.

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1. Always (brand)
2. Always faces debate over removal of the female-symbol graphic from some packaging
3. Always expands purpose-led period and puberty communications
4. Always launches the #LikeAGirl campaign
5. Always expands communication around period poverty and menstrual confidence
6. Always continues puberty and period-confidence education