Neueste Meldung | Pampers reduziert die Werbeaufmachung bei der Menstruationspflege und stellt Flüssigbinden mit "physikalischer Keimabtrennung" vor.
36Kr has learned that on August 2nd, 2025, Always launched its new Pro Health Research Edition of liquid sanitary napkins in Shanghai. As a new member of the liquid sanitary napkin family, this product adopts an innovative physical bacteria - isolation technology. With physical bacteria - isolation as its core selling point, it emphasizes a "non - intrusive" healthy menstrual care concept. That is, it can meet the basic menstrual protection needs without the additional addition or use of chemical bactericidal ingredients. This concept has received support from authoritative gynecological experts.
Qiu Jin, the chief physician of the Obstetrics and Gynecology Department at Shanghai Tongren Hospital, who participated in the press conference, pointed out: "The vaginal flora of healthy women has self - regulating ability. Excessive cleaning or excessive interference may actually disrupt the micro - ecological balance."
Liu Ying, a research and development expert at Always, said at the press conference that real menstrual care should start from the actual needs of women, taking into account both comfort and scientific protection. This new product provides users with a gentler and safer experience through its soft skin - like surface, double - speed dry absorption technology, and 95% physical bacteria - isolation ability.
The scene of the press conference for Always' Pro Health Research Edition of liquid sanitary napkins
Always is the inventor of liquid sanitary napkins. This product update is also based on the gradually increasing market acceptance of the liquid sanitary napkin category. [We have previously reported on the sales of various forms of female hygiene products](https://36kr.com/p/2509298476957704). Compared with traditional products, liquid sanitary napkins can remain as thin after absorption as before, and their more comfortable wearing experience has won the favor of many consumers.
In recent years, against the backdrop of the continuous improvement of women's consumption power and health awareness, the female care market has gradually abandoned gimmicks and returned to science. Euromonitor data shows that the scale of the sanitary napkin market in China has exceeded 60 billion yuan (approximately 8.2 billion US dollars), and the technology - functional products have shown significant growth in recent years.
However, the competition is also fierce. Domestic emerging brands have captured the minds of young users through price and social media penetration. But in the face of frequent safety and quality issues, consumers are cautious about concept - based products such as those with "probiotics" and "antibacterial coatings". According to a report from CIC, Always' emphasis on physical bacteria - isolation in this new product reflects that the female care market is returning to the essence of scientific care, and avoiding excessive functional gimmicks is more likely to win trust.
On the other side of product upgrading, Always' long - standing attention to domestic women's health issues cannot be ignored. Since Always launched the "#I Am a Girl" public welfare project in 1998, it has benefited more than 100 million adolescent girls in total, including campus puberty courses, the renovation of sanitation facilities, and the donation of millions of sanitary napkins. At this press conference, Always launched the "Girls' Protection Plan", adopting the "buy - one - donate - one" model, and has raised 500,000 yuan for improving the sanitation environment in remote schools. This initiative continues the brand's continuous investment in women's public welfare and social responsibility.
Over the years, Always' long - term commitment to product quality and scientific research innovation has enabled it to combine its public welfare mission with its leading industry strength, promoting the continuous upgrading of female care products. As a sanitary napkin brand with a world - class lighthouse factory, Always also established China's first research center dedicated to menstrual health, the Always Menstrual Health Research Center, this year. This foundation allows it to maintain a leading position in materials science, absorption structure, and comfort. Industry experts believe that the key to competition in the future female care market lies in product experience and scientific endorsement, rather than simple concept marketing.
The research and development concept guided by women's health awareness runs through every new product launch of Always. The launch of the Pro Health Research Edition of liquid sanitary napkins is not only the result of Always' long - term scientific research accumulation but also reflects the trend of the female care industry's transformation from "functional marketing" to "scientific care". Against the backdrop of the improvement of women's health awareness and consumers' greater concern for safety and comfort, we also hope that the competitiveness of female hygiene product brands will rely more on scientific research and user experience, rather than single - minded advertising.