Procter & Gamble is giving its Always line-up a more feminine touch as part of a wider revamp of the brand.

The Always packaging will feature new, brighter packaging, which P&G said was more "feminine-styled" from next month to appeal to new consumers. Packs will also feature a bolder Always logo to boost shelf standout.

P&G is also introducing Always Ultra Long Jumbo, Simply Fits Long Plus and Simply Fits Maxi Normal products to offer further absorbency choice. The NPD will be supported by a new TV campaign in June.