P&G intros Always My Fit

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P&G intros Always My Fit

By David Salazar - 06/21/2017

CINCINNATI — Procter & Gamble’s Always brand is taking a step toward leak-free periods with the launch of Always My Fit. The brand this week introduced the range of pads that’s designed to help the 60% of women and girls P&G surveyed who use the wrong size pad, leading to leaks. 


The Always My Fit features a sizing chart on the top of the Always pack, which uses a sizing grid with underwear size on one axis and flow on the other, helping shoppers choose the right-sized color-coded Always pads, which are sized numerically one through five. 


P&G research has found that nearly 2-in-3 women the company surveyed have had to buy new underwear because of leaks and that while 80% of young women surveyed wear a different size than when they first got their period, half of them still use the same size pad. 


“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,” P&G brand director, North American feminine care, Amanda Hill, said. “We knew it was our job to figure out how to fix this problem. … Always My Fit was designed to ensure the best front-to-back coverage to avoid the all-too-common occurrence of leaks.”