New P&G Women's Mobile Application Turns Focus to 'Always Me'

CINCINNATI, Nov. 9, 2010 /PRNewswire/ -- Always, the leader in feminine protection, just launched its Always Me™ mobile application – a comprehensive and unique period and ovulation tracker. The application was designed with input from a select group of women-focused Web site editors, bloggers and female health experts to help satisfy a fundamental need for women.  Not just a standard period and ovulation tracker, the Always Me application is a personalized, on-the-go application that helps women manage their cycles and offers timely support and advice.

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"A key motivator for us was the reality that while all women establish daily routines and different ways to manage their monthly cycles, they are also looking for solutions to help make their lives a little easier," said Courtney Schuster, Always Global Brand Manager. "In an age where our phones connect us to our family, friends and on-demand content, we created the Always Me mobile app to help women stay connected with their bodies in a current, customizable way."

Throughout life, a woman will inevitably have questions regarding her monthly cycle and want to have that information instantly at her fingertips. One of the unique features of Always Me is a personalized question and answer function to address any personal or intimate questions that she may have.  Consumers can submit a question related to their menstrual cycle, and a health professional will provide a timely answer within 24 hours.  Now available for free download in the Apple iTunes Store, Always Me features the following:

• Comprehensive, interactive tracker and calendar to help manage a woman's period/cycle
• Personalized, expert Q&A function for users to submit private, personal questions
• "Shop Always" button for discreet, immediate and direct online purchase of Always feminine hygiene products from one's mobile device as well as a store locator
• Reminder notifications for anticipated arrival of period or ovulation
• Tips on topics ranging from how to better manage one's cycle, health matters, exercise, etc.
• Compatible with the iTouch™, iPad™ and iPhone™

As part of the co-creation process, P&G provided a preview of the application to key influencers, including OB/GYNs, female cycle experts, women's media and bloggers.  Influencers reviewed the application to test functionality and provided comments on their user experience.  

Looking ahead, P&G has plans to expand the mobile application to include a wide range of useful information and tips for various aspects of a woman's life, including skin, hair and beauty care – areas that can be affected during a women's monthly cycle. Always Me will continue to evolve as a resource for women, and consumer ratings and feedback will influence upgraded versions.

About Always

Always®, the world's leader in feminine protection, offers a wide range of feminine pads, wipes and pantiliners designed to fit different body types, period flows and preferences.  The Always line of feminine products includes Always Infinity™, Always Ultra Thins, Always Maxis, Always Pantiliners and Always Feminine Wipes.  Please visit www.always.com for more information.

About P&G (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE The Procter & Gamble Company

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