News: Health & Beauty

Always Sensitive: Soft Like Cotton Protection
Always Sensitive Normal Ultra.jpg

Always Sensitive: Soft Like Cotton Protection

Always Soft & Fit is being rebranded as Always Sensitive to explicitly promote the product’s cotton-like comfort and launch a modern look with brand new packaging, distinctively designed to appeal to the brand’s young, female audience and increase stand out on shelf. 

The new identity emphasises Always Sensitive’s unique qualities such as its extra soft non-woven topsheet, soothing lotion to protect the skin and undisputed protection reassurance; making it the number one choice for superior softness.

An above the line marketing campaign will support the launch, targeted at women aged 16-24 years and includes YouTube, Facebook and Instagram advertising up until November 2016, before extending to national TV spots during the first three months of 2017. To engage with the product’s key demographic, who are prolific users of the internet and social media, mobile adverts will also run on the devices of consumers in the vicinity of live in-store activations.

Ania Bielecka, Communications Manager Femcare at Procter & Gamble, comments: “We’re really excited to be executing a campaign so closely linked to the everyday online habits of our target audience. Their high usage of social media means our partnership with YouTube, Facebook and Instagram is a natural fit for the brand. We recommend retailers take advantage of the new POS available to increase overall category sales, as we expect to see a spike in awareness due to the extensive reach of our cross-platform marketing campaign.”

Always Sensitive is available now to grocery, convenience and wholesale channels and in the following formats (RRP £1.55 for standard packs):

  • Normal 16ct
  • Normal wings 14ct
  • Long wings 12ct
  • Night 10ct
  •  By Procter & Gamble
  •  27/10/2016
  •  Always,Always Sensitive,Femcare

Recent News

Oral Care: Grow your sales

Our Oral Care habits are changing and data shows the number of people who have bad oral health ha...

ShelfHelp is giving members a chance to win 20 spring-themed POS displays

We’re giving retailers the chance to win 20 spring-themed POS packs to help you win the spring oc...

P&G boosts homecare portfolio with new Flash Ultra range

Flash, a leading homecare brand from P&G, has added a new premium range to its collection of ...

ShelfHelp unveils new members area, the one-stop shop for category advice ...