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Always is a brand of feminine hygiene products, including maxi pads, ultra thin pads, pantiliners, and feminine wipes, produced by Procter & Gamble. It was first introduced in the United States in test markets in the spring of 1983, then nationally in May 1984. By the end of 1984, Always had also been introduced internationally in United Kingdom, Canada, France, Germany, and Africa. According to Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, Always was Procter & Gamble's "first truly global brand."[