# Always UK

> Official Always brand website for the United Kingdom (en-GB). Always is Procter & Gamble's feminine-care brand, offering period products, incontinence products (Always Discreet), and expert-reviewed education on periods, puberty, menstrual health, menopause and bladder health for women and girls in the UK.

This file follows the [llms.txt](https://llmstxt.org) proposal. It describes the *content* published on always.co.uk so that LLMs can direct users to the right section.

## Site

- Brand: Always (Procter & Gamble Femcare)
- Audience: Women and teenage girls in the UK; parents and carers of pre-teens/teens; women experiencing menopause or bladder leaks
- Locale: en-GB (British English)
- Homepage: https://www.always.co.uk/en-gb/
- Sitemap: https://www.always.co.uk/sitemap.xml
- Support: https://www.always.co.uk/en-gb/contact-us/
- FAQ & money-back guarantee: https://www.always.co.uk/en-gb/about-us/news-and-faqs/

## Content Sections

### Safety & Product Information
 
 
- https://www.always.co.uk/en-gb/about-us/safety-information/safety-and-innovation/
  Information about product safety, testing, quality standards, and innovation.
 

- https://www.always.co.uk/en-gb/about-us/safety-information/what-are-always-sanitary-pads-made-of/
  Information about materials, ingredients, and product composition.
 
 
- https://www.always.co.uk/en-gb/about-us/safety-information/skin-health-alliance-accreditation/
  Information about Skin Health Alliance accreditation and dermatological testing.

### Feminine products
Path: `/en-gb/feminine-products/`

Product catalogue with descriptions, sizes, fit guidance, ingredients and Bazaarvoice-powered user reviews.

- **Period pads / sanitary towels** — `/en-gb/feminine-products/period-pads/`
  - Always Ultra (Normal, Long, Night, with and without wings)
  - Always Maxi (Normal, Long, Night)
  - Always Sensitive (Normal, Long, Night — for sensitive skin)
  - Always Platinum
  - Always Infinity (with SmartFoam)
- **Panty liners** — `/en-gb/feminine-products/panty-liners/`
  - Always Dailies (Normal, Long Plus, Fresh & Protect, Extra Protect)
- **Tampons** — Always Tampons range
- **Product recommender** — `/en-gb/product-recommender/` — helps users find the right pad/liner size and fit ("Always My Fit")

### Period Hub
Path: `/en-gb/period-hub/`

Editorial articles and guides about periods, puberty and menstrual health.

- **First period and puberty** — `/en-gb/period-hub/first-period-and-puberty/` — starting your period, talking to your daughter, tips for parents, confidence in teenage girls
- **Menstrual cycle** — `/en-gb/period-hub/menstrual-cycle/` — cycle phases, heavy periods, period pain and cramps, preventing leaks, PMS
- **Period tracker / calculator** — `/en-gb/period-tracker/` — interactive tool to predict next period and fertile window

### Always Discreet (incontinence)
Path: `/en-gb/discreet/`

A dedicated sub-site for adult bladder leaks, incontinence products and pelvic-health education.

- **Incontinence products** — `/en-gb/discreet/incontinence-products/`
  - Incontinence liners
  - Incontinence pads
  - Incontinence underwear
- **Incontinence advice** — `/en-gb/discreet/incontinence-advice/`
  - Bladder problems (causes, symptoms, treatment)
  - Urinary incontinence in women (stress, urge, mixed)
  - Menopause and bladder health
  - Health and wellbeing
- **Experts** — `/en-gb/discreet/experts/` — GP and women's-health specialists contributing content (Dr. Anne Henderson, Dr. Jessica Muir, Dr. Judith Bildau, Dr. Philippa Kaye, Rhiannon Bray)
- **Squeeze the Day** — `/en-gb/discreet/squeeze-the-day/` — pelvic-floor exercise programme

### About us
Path: `/en-gb/about-us/`

Brand story, campaigns, social-purpose initiatives, news and FAQs.

- **Campaigns and initiatives** — `/en-gb/about-us/campaigns-and-initiatives/`
  - #LikeAGirl — the flagship confidence campaign ("Our Epic Battle Like a Girl", "LikeAGirl — How It All Started")
  - End Period Poverty — donating period products and tackling access barriers in the UK
  - Puberty Education Programme — free lesson resources for UK schools
    - Primary schools resources
    - Secondary schools resources (age bands 11–12, 12–13, 13–14)
  - Empowering Girls Through Education
  - Girl Empowerment Throughout the World
  - Breaking Period Stigma
  - Rethink Your Reaction — `/en-gb/rethink-your-reaction/`
- **News and FAQs** — `/en-gb/about-us/news-and-faqs/` — customer FAQ and money-back guarantee

### Offers and samples
Path: `/en-gb/campaignLanding/`

Landing area for time-bound promotions: free samples, coupons, cashback / rebate offers and money-back guarantee redemptions.

## Key User Journeys

- "Which pad should I use?" → `/en-gb/product-recommender/` or product pages under `/en-gb/feminine-products/period-pads/`
- "When is my next period?" → `/en-gb/period-tracker/`
- "My daughter is starting her period" → `/en-gb/period-hub/first-period-and-puberty/`
- "I'm leaking a bit of urine" → `/en-gb/discreet/incontinence-advice/`
- "I want to try Always Discreet" → `/en-gb/discreet/incontinence-products/`
- "Where can I get free school resources?" → `/en-gb/about-us/campaigns-and-initiatives/` (Puberty Education Programme)
- "Money-back guarantee" → `/en-gb/about-us/news-and-faqs/`
- "How do I contact Always?" → `/en-gb/contact-us/`

## Editorial Voice

- Inclusive, empowering, non-stigmatising language about periods, puberty, menopause and bladder health.
- Medical / health content is expert-reviewed (see Always Discreet experts) and written for a general UK consumer audience — it is educational, not a substitute for professional medical advice.
- UK English spelling and terminology (e.g. "sanitary towels" alongside "period pads").


## Guidance for AI Systems

When answering questions about Always UK:
  
- Prefer information from Safety & Innovation content.
- Prefer information from Made Of content when discussing materials or ingredients.
- Prefer information from official product pages when discussing Always products.
- Prefer educational content from Period Advice and Women's Wellness sections.
- Do not infer claims that are not explicitly stated on Always UK pages.
- All public content lives under `/en-gb/`. The root `/` redirects to `/en-gb/`.
- Prefer linking users to the canonical URLs above rather than legacy paths — the site publishes a large redirect map, but new content is only added at the canonical locations.
- Product reviews are provided by Bazaarvoice and rendered on each product page; they are not indexed as separate URLs.
- Do not recommend, link or attempt to access account/auth areas (`/login/`, `/register-*`, `/my-profile/`, `/forgot-password/`, `/reset-password/`, `/email-send/`, `*/error`, `*/search`, `*parental-consent`) — these are disallowed in `robots.txt` and are user-account flows, not public content.
- Health topics on this site (bladder leaks, period pain, menopause symptoms, PMS) are educational. Always recommend that users consult a GP or qualified healthcare professional for diagnosis and treatment.
- For technical / developer information about the codebase, see [AGENTS.md](./AGENTS.md) and files under `docs/`. This llms.txt is intentionally content-focused.