News Release

Always Discreet® Launches Campaign with Walmart to Inspire Women with Bladder Leaks to Live Life Without Shame or Compromise

New Video from Always Discreet and Walmart Encourages the One in Three Women with Bladder Leaks to Let Go of Negative Feelings about Incontinence i

Thursday, May 4, 2017 10:20 am EDT



Public Company Information:

"Because many women avoid talking about their bladder leaks, they can often feel alone in their experience, embarrassed to bring up the topic, and hesitant to shop for and wear incontinence products"

CINCINNATI--(BUSINESS WIRE)--Embarrassed. Old. Frustrated. These negative feelings are just a few of the most common ways women describe how they feel about having bladder leaks. In order to help normalize the topic of bladder leaks, Always Discreet® is working with retailers to educate women nationwide. As an example, today, Procter & Gamble’s Always Discreet brand has worked with Walmart to launch a new, inspirational video to help women understand how common bladder leaks are and to rethink their negative feelings. Click here to watch the video and see the emotional responses women had when it came to talking about their bladder leaks:

As the new, compelling video demonstrates, one out of three women over the age of 18 experience bladder leaks, but a new national survey from Always Discreet shows more than half (57 percent) of women who are 45 and older and experience bladder leaks are embarrassed to talk about it. The new survey also reveals that nearly half (48 percent) of these women currently do not to talk to anyone about their bladder leaks, including nearly a third (32 percent) of women who avoid talking about it even with their doctors. In fact, more than 60 percent of women would surprisingly rather talk about their weight or their political opinions. However, more than 70 percent of women agree that women would be more comfortable talking about bladder leaks if they knew that one in three women experience them too. Always Discreet, with Walmart, is on a mission to help women let go of the discouraging feelings they have about themselves, their bodies and incontinence by comforting and reassuring them that they’re not alone.

“Because many women avoid talking about their bladder leaks, they can often feel alone in their experience, embarrassed to bring up the topic, and hesitant to shop for and wear incontinence products,” said Barbara Hannah Grufferman, positive living expert, author and Always Discreet spokesperson. “Over the years, I’ve spoken to thousands of women around the country who have bladder leaks, and most women don’t realize how common and normal it is. The good news is that once women realize how many other women experience it too, they feel better about it and themselves. That’s what’s been captured in this video, and the hope is that women watch it, make that connection for themselves and feel more confident, empowered and compelled to live their best lives and stand in solidarity with the many other women who experience bladder leaks too.”

The new Always Discreet survey also revealed:

  • Three-quarters of women (75 percent) are generally comfortable talking about almost anything with other women, but nearly three in five women say bladder leaks are embarrassing to talk about.
  • Four in 10 women agree that bladder leaks are a taboo topic in our society.
  • Over half (53 percent) of women who experience bladder leaks would be less embarrassed about their leaks if they knew one in three women have bladder leaks.

Since 2014, Always Discreet has helped to increase the number of women using the right bladder protection from one in nine to one in seven. Through this new campaign, Always Discreet, with Walmart, continues to end the stigma surrounding bladder leaks and inspires women to not hold back, let their negative feelings go and live their best life with the right protection.

For additional information on Always Discreet please visit

Survey Methodology

The Always Discreet Study was conducted by MSLGROUP Research and surveyed a total of 622 women aged 45 years or older who experience bladder leaks. The online survey was implemented between the dates of April 20, 2017 through April 25, 2017.

About Always Discreet ®

Always Discreet, a unique line up of bladder leak protection from the leading brand in feminine care, offers premium liners, pads and underwear that are the perfect combination of form, function and feminine design. Always Discreet for sensitive bladders provides incredible-performing, discreet protection, with many products that feature exclusive technology including, RapidDry™ that absorbs leaks in seconds, Dual LeakGuards™ that help stop leaks where they happen most and OdorLock™ that neutralizes urine odors instantly. With Always Discreet, bladder leaks can feel like no big deal. Please visit for more information.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

i Fem Care AI analysis – Nielsen Homescan Panel ending March 2012 looking at Fem Care purchases in HH 50+ that have no teenagers at home.


Procter & Gamble
Jeannie Tharrington, 513-945-4422
Jessica Spano, 646-500-7654