Brands and Marketing

P&G Nigeria introduces new Always Cotton Soft Sanitary Pads

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Babatunde Alaran

P&G Company, who is the manufacturer of Always, world leading feminine care product, has recently launched a newer and more affordable product—‘Always Cotton Soft’ into the Nigerian market.
According to the Brand Manager, Always Nigeria, Funmi Adigolo, the new Always Cotton Soft is specially designed to be as soft as cotton to soothe the skin and afford users comfortable protection all day long. She stated that the product was made particularly for people who desire a soft and soothing feel from their pads so as to make their period a happier and more comfortable experience. “It is two times softer than our Always Classic thick pads with a very soft top sheet”, she added.
The Communications Manager, P&G, Nigeria, Tomiwa Ajewole, also added that “the new Always Cotton Soft is now available at an affordable price point of 250 Naira at most retail stores across Nigeria. While this is the recommended price, all pricing at the shelves is at the sole discretion of the retailers. He also mentioned that this launch is part of company efforts to make everyday life a little better and easier for the average Nigerian female especially now when we all face pressing domestics needs but have limited financial capacity.”
He also disclosed that the Always Cotton Soft is available nationwide in attractive pink packs of eight pads, in individual packs. “It comes in ‘long’ and ‘extra-long’ variants, giving users a choice to get the one that best suits them. As with other Always variants, the new Always Cotton Soft guarantees superior and comfortable protection for up to 8 hours ,” he added.
Procter & Gamble Nigeria’s Always brand has led the sanitary protection in value and volume terms for years. Always is a well-known brand with wide distribution across the country and a highly visible presence in most outlets.
In early 2017, in a bid to sustain its market leadership, it launched an improved version of its leading Always Ultra brand, which it claims has longer-lasting absorbency and is skin-friendly.

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