Always® Introduces Always My Fit, a New Advanced Sizing System to Help Prevent Pad Leaks
June 19 2017 - 8:00AM
Business Wire
60 Percent of Girls & Women Wear the
Wrong Size Pad; New Always® My Fit Features
Customized Coverage to Avoid Leaks
Procter & Gamble’s Always® brand, the maker of the
leading, most chosen and innovative pad in the world, today
introduced a new, breakthrough sizing system called Always My Fit.
The new Always My Fit range of pads is designed to help the 60
percent of girls and women who are wearing the wrong size pad,
which causes leaks every month1. Now, 100 percent of them can
change that with better protection from Always My Fit. Consumers
can now find customized coverage, that’s based on their flow and
panty size, because the better a pad fits, the better it
protects.
By looking at the new Always My Fit sizing chart on the top of
the Always pack or on the Always website Always.com, girls and
women can now find their best fit to help prevent leaks. The
Always My Fit chart features a simple sizing grid, with panty size
on one axis and flow on the other axis. The chart guides girls and
women to find their color-coded Always pad size, which are
numerically sized 1 through 5, to easily find the best coverage for
both day and night protection.
“As a brand whose mission it is to create superior feminine care
protection, we were absolutely stunned to learn that 80 percent of
women experience leaks during their period – that’s a lot of women
whose period protection isn’t working for them,” said Amanda Hill,
Brand Director North America Feminine Care. “We knew it was our job
to figure out how to fix this problem. What we discovered is that
before today, women have been instructed to only look at flow to
determine which pad to select. But all women are different sizes,
so there shouldn’t be a ‘one size fits all’ approach to period
protection. Always My Fit was designed to ensure the best
front-to-back coverage to avoid the all-too-common occurrence of
leaks.”
Four out of five women experience leaks when they’re on their
period,2 and pad size is a major factor. While more than 80 percent
of young women say they no longer wear the same dress size from
when they first got their period, half of young women still use the
same size pad.3 Unfortunately, when it comes to leaks, many young
women blame themselves before their protection, with 32 percent
saying they did not use their period protection properly, 28
percent saying they did not change it often enough and 22 percent
saying they were too active. Daytime leaks aren’t the only concern.
In fact, one in two women even worry about leaking while they sleep
during their period, so much so that they would rather suffer the
embarrassment of farting or drooling in front of their partner
rather than staining their sheets.4
Always My Fit is also partnering with YouTube superstar, Liza
Koshy to educate girls and women across the country on the new
sizing system through a YouTube video. Liza Koshy’s Always My Fit
YouTube video can be viewed here:
https://www.youtube.com/watch?v=dQVEuHpW578
Because of daytime and nighttime leaks, almost all women (77
percent) admit to having a certain underwear that they wear
specifically when they have their period, and nearly two in three
women have needed to buy new underwear because of period leaks.3
The good news is that today, leak-free is possible when women use
the right pad size with Always My Fit. Always scientists have spent
years researching the most common reasons for pad leaks, and
wearing the wrong size pad is one of the leading causes.5 Research
shows that leaks happen the most in the front and the back,1 so
finding the right size front-to-back coverage is a way to avoid
leaks.6 Always My Fit was developed to help girls and women find
their right fit to help avoid leaks during the day and at night for
good. And the best news yet is that three in four young women say
that avoiding or experiencing fewer period leaks would make them
feel more confident.3
The Always brand has led innovations in the feminine care space
for more than 30 years, from introducing pads with wings to the
development of FlexFoam™, a groundbreaking technology that makes
Always Infinity® the most innovative pad on the market. The new
Always My Fit system is the latest advancement in the feminine care
category to ensure girls and women experience the best comfort and
the superior protection they’ve come to expect from Always.
Always My Fit is available at retailers nationwide.
For additional information on Always and the new Always My
Fit system, please visit www.always.com.
About Always
Always®, the world's leader in feminine protection, offers a
wide range of feminine pads, wipes and liners 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 Liners and Always Feminine Wipes. Please visit
www.always.com for more information.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and
information about P&G and its brands.
1 Source: 2013 P&G NA Habits & Practices survey2 Source:
2010 P&G NA Habits & Practices survey3 Source: Always My
Fit Survey: March 20174 Source: Always Night Survey, April 20165
Source: 2013 P&G UK Consumer Study HPT-130696 Source: 2013
P&G UK Consumer Study HPT-13069
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170619005665/en/
Procter & Gamble CommunicationsJeannie Tharrington,
513-945-4422tharrington.jm@pg.comorMSL New YorkMichelle Meisten,
646-500-7674michelle.meisten@mslgroup.com
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