MASTERCLASSING

Always and Thrive Global launch wellness app to help #EndPeriodPoverty

Gabby Fernie

Proctor and Gamble's Always, a period care brand and behaviour change technology company, Thrive Global have today launched the 'Always You' app - a period and wellness app that helps to #EndPeriodPoverty as you use it. 

Nearly 1 in 5 girls in the U.S. have missed school due to lack of period products, according to a 2019 Always Confidence and Puberty Study. Science also shows that giving back can be a powerful form of self-care, and has been connected to lower rates of depression and higher self-reported levels of happiness and well-being. 

By simply registering and engaging with the app, users can spark donations of period products to help #EndPeriodPoverty through partners like Feeding America.

The Always You period tracker also brings personalised, science-backed articles, videos, and activities to women in every life stage to improve their intimate wellness and holistic health.

To help users form lasting healthy habits, the tracker leverages Thrive Global’s behavior change expertise to bring users exclusive Thrive Microsteps — small, science-backed actions users can start taking immediately to build habits that significantly improve their life. 

The Always You app was created in collaboration with notable women in the well-being space including writer, poet, and mental health advocate Aija Mayrock, OB-GYN Dr. Kameelah Phillips, TV host, author, and bridal expert Lori Allen, psychologist Dr. Lauren Hazzouri and her 18-year-old daughter, education equality activist Ava Hazzouri, and medical student and health influencer Brooklynne Palmer.

“Always has been working to help build girls’ confidence for more than 35 years, and we are always looking for ways to do more. Our consumers have been using our online period tracker in our Always website for years, and we are now making it more accessible with our new Always You Mobile App. And like everything we do at Always, we saw an opportunity to continue our social impact by turning this into another way for consumers to contribute to help #EndPeriodPoverty,” said Senior Director of Procter & Gamble for Global Fem Care Innovations – maker of Always, Laura Magon. “The pandemic has also spotlighted how women are disproportionally impacted by mental health and wellness concerns. We are thrilled to partner with Thrive Global as we developed more than just a period tracker. Together, we created a wellness platform that provides exclusive Thrive Microsteps to help our consumers improve their overall well-being.”