Procter & Gamble has launched a luxury tier under its Always femcare brand.
Unlike regular sanitary pads that contain mostly ‘fluffed fibres’, the new Always Infinity range is made from a liquid material called infinicel. The material gives the pad a foam core, which absorbs up to 10 times its own weight, yet the pad was “so light” that the user would barely know it was there, said P&G.
Pitched at the premium end of the market, the pads, which come in foil packaging, are available now in two wing formats – long plus and night (rsp: £3.49). They are targeted at women prepared to “trade up to achieve the best sanitary protection”, said brand communications leader at P&G Isabelle de Morlhon.
P&G had identified a £8.3m incremental sales opportunity from the launch of Always Infinity, the biggest innovation from the brand since it launched Always Ultra in the 1990s, she said.
The personal care giant is supporting the launch with a multi-media campaign running until the end of this year, including TV, print, sampling and digital activity.
Later this year, P&G will introduce price-marked packs of Always Ultra and Tampax.