Healthy Habits - Always Launches "Her Confidence Begins With You" To Help Families Start the First-Period Talk With Confidence

The first-period talk is an important milestone for young girls, but for many parents, not knowing how to start the conversation can cause awkwardness and even avoidance – delaying or even putting off 'the talk'. New research from Always and PERIOD. found that while 95% of moms recognize the importance of having the first-period conversation, 43% say they struggle to start it because they feel unprepared.*

This October, Always – the #1 OBGYN-recommended pad brand** and the #1 pad brand recommended by U.S. pediatricians*** – is launching "Her Confidence Begins With You," a campaign that highlights the role that parents can play in helping girls feel prepared and confident about starting their periods. As part of the campaign, the Brand is providing parents with trusted answers, period guidance, and support for every stage of the journey – including the first-period talk. "Her Confidence Begins With You" acknowledges that even though the first-period talk can feel awkward or scary, a little preparation can go a long way.

"For more than 40 years, Always has been dedicated to helping girls and women as they move through every stage of the period journey," said KaNeeTa Kimble, Vice President of North America Always. "Many of the girls we've supported along the way are now moms themselves, and we feel privileged to help them build the confidence to talk with their own daughters, even when the conversation feels a little awkward."

Starting the Conversation
The campaign is introduced with "It's Going to Be Awkward," a short film from Always that explores the realities of the first-period talk through the experiences of real moms and daughters. In addition to capturing the natural nerves, uncertainty and awkwardness that often come with starting the conversation, the film also highlights how the first-period talk can be a moment for connection and reinforces that parents don't have to have all the answers; they just need to get started.

The "Her Confidence Begins With You" platform will extend online via the Always Period Hub, which provides parents with a rich collection of expert-backed resources and practical tools to help continue the conversation at home, including articles on how to talk to your daughter about periods and puberty, explainers on how to use a pad and how to choose the right period protection, as well as helpful tips like how to relieve period cramps and create a first-period kit.

Taking the Scary Out of Period Talks
As part of the platform, Always will help take the fear out of starting the first-period talk with "Period Talks Don't Have to Be Scary," a spooky-themed campaign where creators and experts including actress, author and mom Tiffani Thiessen, who knows a thing or two about witches and spooky storytelling, will share personal stories, practical advice, and words of encouragement to help parents feel more prepared for the first-period talk.

On Halloween night, Always will help make the first-period conversation a little less scary with activations in New York City and Chicago:

• Always First-Period Pad Pop-Ups (October 31): During peak trick-or-treating times, Always will welcome parents and caregivers to the Always First-Period Pad, a Halloween-decorated house offering tips, not tricks. While kids trick-or-treat, parents and caregivers can pick up a "Grown-Up Boo Basket" filled with trusted Always period-care products, conversation starter cards and other goodies to help them feel more confident starting the first-period conversation.
  
  The Always First-Period Pad will be open between 2:30pm-8:00pm at the following locations:

• NYC: Bed-Stuy, Brooklyn
• Chicago: Bucktown, Chicago

Follow @Always_brand on Instagram for activation details and updates!

Research Behind the Campaign
The "Her Confidence Begins With You" platform was inspired by the findings of a research collaboration between Always and PERIOD., a global, youth-powered nonprofit organization that works to eradicate period poverty and menstrual stigma.

"Through our work supporting young people across the country in advancing menstrual equity, we've seen how powerful early, open conversations about periods can be," said Jennifer Herrera, Executive Director of PERIOD. "Our research with Always reinforces that when parents, caregivers, and school officials have the information and support to start those conversations, people who get periods are more likely to feel informed, supported and confident before their first period."

ABOUT ALWAYS
Always®, the world's leader in menstrual protection, offers a wide range of pads and liners designed to fit different body types, period flows and preferences, with a commitment to safety, quality, and performance. For over 40 years, Always has been supporting women in every phase of their lives. Please visit www.always.com for more information.

ABOUT PROCTER & GAMBLE
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

ABOUT PERIOD.
PERIOD. is a global youth-fueled organization building a future where having a period never gets in the way of going to school, playing a sport, showing up to work, or participating fully in life. Through 210+ chapters in 40 states and 20 countries, PERIOD. supports young leaders conducting period product drives, educating their communities, organizing for change, and advocating for systems that make period products accessible where people need them, permanently.

*among surveyed moms of girls who haven't started their period; Always and PERIOD. Period Conversations Study, 2026. National online survey of 1,011 U.S. mothers with at least one daughter ages 7–15, conducted May 11–21, 2026.

**Based on pad brands survey among U.S. OB-GYNs

***Based on a 2025 survey

These products are available at mass retailers.