The Always feminine care brand has unveiled Always Discreet, a new line of incontinence products to help women with sensitive bladders manage their condition.


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Supplier News Breaks

Always brand adds incontinence products

August 13th, 2014

CINCINNATI – The Always feminine care brand has unveiled Always Discreet, a new line of incontinence products to help women with sensitive bladders manage their condition.

The Always Discreet line includes liners pads and underwear.

Procter & Gamble Co. said Wednesday that Always Discreet includes liners, pads and underwear that are designed to provide comfort, protection and discretion while absorbing leaks and odors in seconds.

Always Discreet pads are up to 40% thinner than the leading brand and absorb twice as much fluid as women may need, based on the average consumer use of incontinence products, according to P&G. The company added that the disposable Always Discreet underwear is curve-hugging, easy to wear and discreet, and it brings extra protection via Dual LeakGuard barriers to help stop leaks where they are most likely to happen.

"Always Discreet products have undergone extensive consumer testing and are specifically designed to provide the things that matter most to women with sensitive bladders, including odor neutralization protection and discretion," stated Chandrika Kasturi, Always Discreet product research director. "Our advanced OdorLock technology traps odors instantly and for hours, and our innovative Advanced Core Technology absorbs fluids to the core and locks it away, offering incredible dryness protection."

P&G cited research indicating that 40 million U.S. women of all ages, and one in three women ages 18 to 75, have a sensitive bladder and experience leaks. In women over age 40, the condition affects more than 40%.

Marilu Henner

What's more, an Always-commissioned global survey, recently published online in the British Journal of Urology (BJUI), found that 30% of women said their sensitive bladder impacts their relationship with their partner, and one in four admitted that it influences their sex life. For nearly one in three women, the condition also limits their ability to visit their friends, and over a third of women said the threat of bladder leaks affects their ability to travel.

In other survey findings, 30% women indicated that they're careful about how much liquid they drink, and 62% reported that their sensitive bladder impacts their sleep. Eight in 10 women with sensitive bladders said they experience a little leak when they cough or sneeze, and 69% worry they might smell.

For the launch of Always Discreet, the Always brand has teamed up with actress and author Marilu Henner to encourage women to talk about issues surrounding their sensitive bladders.

"I'm a girl who's not afraid to talk about anything," Henner said in a statement. "So when I heard that 33% of women have a sensitive bladder and that it keeps many of them from doing what they love — like exercising, traveling or even having sex — I wanted to get this topic out in the open. Women shouldn't feel self-conscious, isolated or alone. They should be open about it with their doctors, family and friends and not let it hold them back. With the right protection and support, managing leaks can absolutely be no big deal."

The new Always Discreet website, too, provides women with information about sensitive bladder issues and how to manage them. The branded site offers tips, facts, and articles written by experts on fitness, health and aging topics. It also features an anonymous forum for women to ask experts questions and to connect with other women, as well as a selector tool to help women choose the Always Discreet product that best suits their needs and lifestyles.

Always Discreet liners, pads and underwear are available now at all major supermarkets, pharmacies and mass retail locations, P&G said.

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