PROCTER & GAMBLE LAUNCHES PREMIUM SANITARY PAD IN KENYA

-          Product introduction aligned with Kenyan consumers changing lifestyle -

Nairobi– Procter & Gamble (P&G) has today launched the premium range of its sanitary pads, Always Platinum, in a bid to align its portfolio of products to the new lifestyle of its Kenyan consumers.

Designed with attention to beautiful detail and superior comfort in mind, Always Platinum not only provides the best Always protection, but both the pads and liners also have a luxuriously silk-like soft and dry top sheet.

Always Brand Manager Ms. Victoria Kieti-Chesire said that the brands designers have been researching the everyday things that please women, providing the sort of attention to detail that inspires a feeling of confidence, luxurious comfort and being cared for with a beautiful, intricate design. 

“Always Platinum comes to deliver a combination of best softness and dryness, most comfortable protection ever, with the luxurious sensation of silk against your skin. It strives to delight women by giving them what they really want,” said Ms. Chesire.

The Always sanitary pads are among P&G’s flagship brands in Kenya and are marking its 20th anniversary in the market with a commitment to feminine health, market development and corporate social responsibility. Currently, Always is the market leader in the sanitary towels segment commanding 64 per cent market share, according to a survey conducted by Nielsen. The company continues to have its sights on maintaining and growing the market leadership position through investing more resources in the sanitary towel segment and focusing on growing markets, improving mix, localizing production, and leveraging scale.

Ms. Chesire noted that as Kenya moves from one income status to another so does the lifestyle of its population hence the need to develop products to fit the new lifestyle of its consumer. We are adapting our portfolio of products to be suited for the ever changing middle-income consumer,” said Ms. Mwathi.

One aspect of the sanitary pad found only in the Always Platinum pads is the new core which features a super-absorbent gel that works instantly to lock in fluid, leaving the upper layers dry and luxuriously soft like silk. And unlike most ordinary pads, the unique Always Instant Dry™ technology immediately wicks fluid right through into the core of the pad, leaving the new silk-touch top sheet feeling instantly dry and silky.

Always has in the last 20 years built a formidable base of loyal consumers and market confidence by reaffirming its commitment to innovation and market development for its feminine care brand in the East African region.

“Our relentless focus on developing and launching new break-through products in the market has set new standards for the sanitary pads category and we will strive to keep Always as the innovation leader in the industry’ said Ms. Chesire.