Always, the femcare brand from P&G, has upgraded its Always Dailies Fresh and Protect Normal product to make it even more flexible, reliable and feel invisible.

The new product (RRP £1.99 for 32 cts and £2.99 for 60 cts) is thinner, 2mm, and has a new curvy design to deliver a more compact, discreet and convenient format for women on the go. The liners also have edge-to-edge adhesive, odour control and proven core technologies.

Always is investing heavily in raising awareness of the daily liners category and the new product upgrade is being given 360 marketing support including consumer sampling and a series of TV and print adverts using the strapline ‘So flexible and reliable you’ll barely feel a thing’.

Lourdes Fuentes, Always brand manager at P&G, said: “Always has become synonymous with feminine care and we’re continually investing to provide the best possible range to suit every woman’s individual needs. The upgraded Always Dailies SKU and media campaign is fantastic news for retailers, it offers a great opportunity to drive sales and category growth.”