P&G brand Always has introduced what its calling a luxury tier to its range.

Infinity uses Infinicel technology which is a liquid material giving the pad a foam core. The core moulds to fit a women’s body and can absorb 10 times its own weight. P&G says that the launch is the most significant since the introduction of Always Ultra in the 1990s. The launch will be supported by TV, print, PR and digital activity.

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