News Release

Procter & Gamble's Always Brand Delivers Innovation to Feminine Care Category With Launch of Always Infinity(TM)

Never-Before-Seen Infinicel(TM) Material Absorbs 10x its Weight

Monday, October 27, 2008 9:00 am EDT



Public Company Information:

"The development of Always Infinity is a prime example of scientific breakthrough merging with design innovation to impact everyday lifestyles."

Heralding the biggest innovation to hit the feminine care category in years, Always, the leader in feminine protection, has announced the introduction of Always Infinity(TM). At the heart of the Always Infinity pad is Infinicel(TM), a never-before-seen material that absorbs 10 times its weight while remaining light, forever changing women's expectations about protection during their periods.

Not since the early introduction of ultrathin pads in the 1990s has the feminine care market seen an advancement like Always Infinity. Always has combined scientific originality with its continual desire to improve the lives of women. The result is a slimmer, uber-absorbent pad, offering women an experience unlike any pad before.

"In research conducted by Always, consumers using Always Infinity reported a heightened sense of confidence and security, with over 85 percent of women noting that they forgot they were even using feminine protection," said Lela Coffey, Associate Marketing Director, Always FemCare. "As the leader in feminine protection, we are thrilled to add this new innovation to the Always portfolio of products, demonstrating ingenuity as we pioneer solutions to better meet the needs of today's women."

More than 60 patents were generated - in the development of the material, the finished product and the production - and are a testament to the R&D innovation behind Always Infinity. With the power and product features of Infinicel, women can now have revolutionary protection in an incredibly thin and resilient pad.

"Infinicel provides a level of absorbency that was once inconceivable," said Lisa Lennon, Associate Director, Research & Development, Always FemCare. "The development of Always Infinity is a prime example of scientific breakthrough merging with design innovation to impact everyday lifestyles."

Always Infinity capitalizes on FemCare's years of consumer and technical research assessing how products perform. Research indicates that traditional pads often fail due to poor body fit. Always Infinity's design, including its intuitive tapered core, microdots and form-fitting channels, helps the pad achieve critical three-dimensional body fit and ultimately helps provide women the performance and experience they seek.

In contrast to current cellulose core materials, Infinicel has an integrated two-layer structure that removes fluid from the top of the pad and transports it into the bottom layer, where it is distributed and stored. This allows the pad to continue absorbing fluid away from the source for a lighter fluid mark on the pad surface.

Always Infinity is available nationwide at grocery, drug and mass market retailers. For more information, visit

Contact: Marisa Galeota, MS&L, (212) 468-3261,

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Marisa Galeota, +1-212-468-3261