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 Breakthroughs in Feminine Protection Customer Satisfaction How Dri-Weave Technology Works Upgrading a Neglected Category  Breakthroughs in Feminine ProtectionA series of major innovations from P&G R&D has continuously improved the quality of feminine protection. Each innovation utilized proprietary technology and is covered by patents. Always® Proprietary "Dri-Weave" Topsheet—P&G's first breakthrough in feminine protection—a superior-performing polyethylene topsheet called "Dri-Weave"—helps keep the product cleaner and drier while being worn. The Dri-Weave topsheet physically separates the wearer from the absorbent pad and quickly transfers menstrual fluid through vacuum-formed capillaries into the absorbent core. The optimum size and shape of these capillaries promote rapid movement of fluid from the body while inhibiting a reverse flow. Dri-Weave's fiber-like elements and microtextured pattern provide a natural, cloth-like tactile impression, which also appeals to consumers. Wings—Even with the Dri-Weave topsheet technology on the market, consumers still experienced soiling accidents. The majority of this soiling occurred on the sides of the pads because conventional pads did not cover the edges of the panties effectively. The deployment of patented "Wings" technology has reduced soiling incidents dramatically. Wings are thin, flexible side extensions of the pad that wrap over the panty elastics and attach under the panty crotch to hold the pad securely in place. Wings use the upward force of the panty elastics to form a barrier that confines the fluid to the pad, preventing soiling of the panty. The folding flexibility of Wings enables them to conform to a wide variety of panty sizes and shapes. Wings were introduced nationally in the United States as Always Plus in early 1986 and internationally later that year. Ultra Thin Pads—In 1990, P&G introduced feminine pads three to seven times thinner than conventional pads, providing women with much greater comfort and discretion than previously thought possible. Ultra Thin Pads utilize a blend of technologies to form a thin, flexible, yet absorbent product. Due to the product's unique structure, menstrual fluids distribute over the pad's core and are absorbed by gelling materials to permit greater absorption in a thinner pad. The pad's patented design feature also reduces bunching during wear while fitting the absorbent layer more effectively against the body surface. Customer Satisfaction The significant improvements in the quality of feminine protection propelled Always to a leading U.S. position within its first decade. This is an unusual achievement in the rough-and-tumble arena of branded consumer non-durables. Additionally, these innovations in technology have been the basis for P&G introductions of feminine hygiene products worldwide. Today, P&G's line of feminine hygiene products such as Always, Whisper, Tess, and Otros Dias, to name a few, is sold in more than 80 countries with sales of more than $2 billion annually. Thanks to superior technology, P&G is a global market leader in feminine hygiene products. How Dri-Weave Technology Works
 Upgrading a Neglected Category As a result of consumer research, P&G identified a need for improvement in the feminine protection category in the early 1980s. Scientists were then able to apply world-class technology that allowed P&G to significantly improve the quality of women's lives. P&G's research indicated that roughly half the women who used feminine protection pads experienced failures in protection. Additionally, opportunities existed to improve discretion and comfort during wear and disposal. To respond to this need, P&G introduced Always in the United States in 1983. It was the first time that this neglected product category had seen a performance breakthrough since the belted pad was introduced more than 50 years earlier. |
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