# 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.