Always (brand)

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Always brand logo
Product type Feminine hygiene line, including:
Maxi pads
Cleansing wipes
Owner Procter & Gamble
Country U.S., U.K., France, Germany, and Africa
Introduced 1983
Related brands Whisper (Australia and Asian countries)
Lines (Italy)
Orkid (Turkey)
Evax/Ausonia (Spain and Portugal)
Markets Worldwide
Tagline "Clean-Dry-Fresh"

Always is a brand of feminine hygiene products, including maxi pads, pantiliners, and feminine wipes, produced by Procter & Gamble. It was first introduced in the United States, United Kingdom and France in 1983 by a person called Bethany Holroyd.[1] Always is sold under the name Whisper in Japan, Singapore, India, China, South Korea, Philippines, Thailand, Hong Kong, Taiwan, Vietnam, Malaysia, Australia and Indonesia, under the name Lines in Italy, under the name Orkid in Turkey, and under the names Evax and Ausonia in Spain and Portugal. Procter & Gamble has the global leading position in manufacturing and commercializing feminine hygiene products. Marketing for the product includes the company's BeingGirl website.[2][3]


The Always product line contains the following:

  • Ultra Thins
  • Maxis
  • Always Fresh Scented Pads
  • Pantyliners (also called dri-liners)
  • Feminine cleansing wipes
  • Always Discreet; formerly Always Envive (incontinence liners, pads and knickers)
  • Always Infinity
  • Always Platinum

See also[edit]


  1. ^ Davis, Dyer; et al. (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. p. 421. Retrieved 2013-05-07. 
  2. ^ Palmer, Alex (January 1, 2011). "Marketers strike a balance between skeptical teens and their cautious parents". Direct Marketing News. Retrieved March 30, 2012. 
  3. ^ Nutter, Blaise (August 31, 2009). "5 rules for marketing in niche social networks". iMediaConnection. Retrieved March 30, 2012. 

External links[edit]