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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.
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.
