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P&G, J&J in U.K. feminine hygiene market.

Following a successful test market in Carlisle, U.K., Procter & Gamble, Cincinnati, OH, has launched its "Always" and "Always Plus" feminine hygiene products in the U.K. market. Always is also being marketed in Belgium, Germany and France; product is expected on the shelves this month.

The pad will be available in two versions--Always, a highly absorbent thick pad and Always Ultra, an extremely thin pad. Both use a patented "Dri-Weave" topsheet, where funnel shaped pores quickly guide fluid into the core of the pad and prevent it from escaping. In the Always Plus pads, superabsorbents developed from those used in "Pampers" baby diapers are incorporated into the pad, which is only three mm thick.

Both Always and Always Ultra are available in normal and super forms; Always Plus and Always Ultra Plus are premium winged versions that have been successful in North America, the Far East and the Middle East.

Meanwhile, Johnson & Johnson is gearing up for a fight in the U.K. san pro market. Since restrictions have been lifted, the first television ads in the U.K. for J&J's "Vespre Silhouettes Plus" feminine hygiene products have appeared. According to Nonwovens Industry European correspondent Clare Haddad, the company is spending 2.5 million [pounds] on advertising and hopes to establish its new winged product in the market before P&G fully launches its "Always Plus" products.

The Vespre products are available in regular and super sizes and, in addition to wings, have a stay-dry cover for cleaner protection. The slogan for the new product is "drier than any other towel."
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Title Annotation:Top of the News; Procter and Gamble, Johnson and Johnson
Publication:Nonwovens Industry
Article Type:Brief Article
Date:Mar 1, 1992
Words:263
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