# Always
> 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
- Slug: always
- BAI Score: 92/100
- Archetype: Challenger
- Category: Consumer Packaged Goods
- Last Analyzed: April 10, 2026
## Competitors
- Kotex (https://optimly.ai/brand/kotex-kimberly-clark)
## Buyer Intent Signals
Problems: Traditional cloth/rags: Using traditional cloth or reusable rags for menstrual management.
Solutions: 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.
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## Full Details / RAG Data
### Overview
Always is listed in the AI Directory.
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.
### Metadata
| Field        | Value |
|--------------|-------|
| Name         | Always |
| Slug         | always |
| URL          | https://optimly.ai/brand/always |
| BAI Score    | 92/100 |
| Archetype    | Challenger |
| Category     | Consumer Packaged Goods |
| Last Analyzed | April 10, 2026 |
| Last Updated | 2026-04-24T05:19:16.934Z |
### Verified Facts
- Founded: 1983
- Headquarters: Cincinnati, Ohio, USA (P&G Headquarters)
### Competitors
| Name | Profile |
|------|---------|
| Kotex | https://optimly.ai/brand/kotex-kimberly-clark |
### Buyer Intent Signals
#### Problems this brand solves
- Traditional cloth/rags: Using traditional cloth or reusable rags for menstrual management.
#### Buyers search for
- 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.
### Links
- Canonical page: https://optimly.ai/brand/always
- JSON endpoint: /brand/always.json
- LLMs.txt: /brand/always/llms.txt