{
  "slug": "always-procter-and-gamble",
  "name": "Always",
  "description": "Always is a global brand of feminine hygiene products including maxi pads, ultra-thin pads, liners, and wipes. Introduced in 1983, it has grown to become the market leader in many international territories, supported by extensive research into feminine anatomy and fluid management.",
  "url": "https://optimly.ai/brand/always-procter-and-gamble",
  "logoUrl": "",
  "baiScore": 94,
  "archetype": "Challenger",
  "category": "Consumer Goods",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [
    {
      "slug": "kotex-kimberly-clark",
      "name": "Kotex"
    }
  ],
  "inboundCompetitors": [],
  "aiAlternatives": [],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-04-10T17:50:55.695+00:00",
  "verifiedVitals": {
    "website": "www.always.com",
    "founded": "1983",
    "headquarters": "Cincinnati, Ohio, USA",
    "pricing_model": "Retail purchase (unit-based)",
    "core_products": "Menstrual pads, pantyliners, wipes, adult incontinence underwear (Discreet).",
    "key_differentiator": "The only brand to offer FlexFoam technology, providing high absorbency with a zero-feel sensation.",
    "target_markets": "Post-pubescent women, women experiencing postpartum bleeding, and older women with bladder leaks.",
    "employee_count": "Managed by P&G (100,000+)",
    "funding_stage": "Publicly Traded (P&G)",
    "subcategory": "Feminine Hygiene / Period Care"
  },
  "intentTags": {
    "problemIntents": [
      "Traditional Reusable Cloths: Using rags, cloth, or knitted materials that are washed and reused.",
      "Improvised Solutions: Managing cycles without external products (e.g., free bleeding) or using makeshift solutions."
    ],
    "solutionIntents": [
      "best pads for heavy flow",
      "overnight menstrual pads",
      "best organic cotton sanitary pads",
      "bladder leak protection for women",
      "period liners for daily use",
      "Menstrual Cups/Discs: Using modern menstrual cups or medical-grade silicone discs.",
      "Period Underwear: Using absorbent underwear specifically designed for menstruation."
    ],
    "evaluationIntents": []
  },
  "timestamp": 1777796141531
}