{
  "slug": "always",
  "name": "Always",
  "description": "Always is a global brand of feminine hygiene products, including menstrual pads, liners, and wipes. It is one of the flagship brands in Procter & Gamble's portfolio and is recognized for its significant market share and long-standing social impact marketing campaigns focused on female empowerment.",
  "url": "https://optimly.ai/brand/always",
  "logoUrl": "",
  "baiScore": 92,
  "archetype": "Challenger",
  "category": "Consumer Packaged Goods",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [
    {
      "slug": "kotex-kimberly-clark",
      "name": "Kotex"
    }
  ],
  "inboundCompetitors": [],
  "aiAlternatives": [],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-04-10T02:41:00.051+00:00",
  "verifiedVitals": {
    "website": "https://www.always.com",
    "founded": "1983",
    "headquarters": "Cincinnati, Ohio, USA (P&G Headquarters)",
    "pricing_model": "One-time purchase (typically via retail)",
    "core_products": "Sanitary pads, pantyliners, incontinence liners, and feminine wipes.",
    "key_differentiator": "The most widely recognized global leader in feminine hygiene, distinguished by its innovative FlexFoam technology and massive social advocacy footprint.",
    "target_markets": "Women and girls globally, ranging from puberty to post-menopause (via Discreet line).",
    "employee_count": "Not publicly available",
    "funding_stage": "Not publicly available",
    "subcategory": "Feminine Hygiene"
  },
  "intentTags": {
    "problemIntents": [
      "Traditional cloth/rags: Using traditional cloth or reusable rags for menstrual management."
    ],
    "solutionIntents": [
      "best menstrual pads for heavy flow",
      "sanitary napkins for sensitive skin",
      "overnight pads for periods",
      "biodegradable bamboo pads for periods",
      "feminine hygiene products for teens",
      "Menstrual Cups: Using menstrual cups (e.g., DivaCup, Mooncup) as a long-term alternative to disposables.",
      "Period Underwear: Using period-proof underwear that absorbs flow without external pads."
    ],
    "evaluationIntents": []
  },
  "timestamp": 1777007956934
}