Short film, expert resources, and a Halloween surprise with actress Tiffani Theissen, remind families that with the right preparation, talking to girls about their first period doesn’t have to be scary.

CINCINNATI, Oct. 26, 2026 /PRNewswire/ — 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.*

Experience the full interactive Multichannel News Release here: https://www.multivu.com/always/9423951-en-always-her-confidence-begins-with-you-first-period-talk-campaign

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

Q&A

Q: Why can the first-period talk feel scary?
A: Parents and caregivers may understand that the conversation matters but still feel unsure about when to start, what to say, or how to answer questions. Trusted information and simple conversation starters can make period talks feel more approachable. Visit the Always Period Hub for helpful resources.

Q: Why can families trust Always products?
A: Backed by decades of period-care expertise, Always is the #1 OBGYN recommended pad brand* (based on pad brands survey among US OBGYNs) as well as the #1 recommended pad brand by US pediatricians** (based on a 2025 survey). For more than 40 years, Always has been committed to providing safe, high-quality products and educational resources that help girls and families feel informed, supported, and confident.

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

***Based on a 2025 survey

Q: Where can I find more resources and information about preparing my daughter for her first period?
A: The Always Period Hub offers period education and resources designed to help parents, caregivers, and girls navigate conversations about periods and feel more prepared.

Q: How do I know when my daughter’s first period is coming?
A: Before your daughter’s first period arrives, her body will likely go through several signs of puberty, like breast development, growth spurts, and mood changes, as well as emotional changes like becoming more aware of her feelings, experiencing emotions more intensely, or feeling self-doubt. These changes are completely normal and show that her body is growing. For more information, visit the Always Period Hub.

Q: When should parents start talking about periods?
A: The best time to have the first-period talk is before it happens. Your daughter will likely experience physical or emotional changes leading up to the first-period, which can be a good time to start talking. The best period talks aren’t one big moment, they’re ongoing, age-appropriate conversations that help girls feel informed, supported, and confident as they grow. 

Q: What should I say during the first-period talk?
A: There’s no one-size-fits-all script for the first-period talk, but some helpful messages to keep in mind during the conversation are that puberty happens to everyone, so she doesn’t need to feel alone or ashamed; periods are a healthy sign that her body is growing, not something to fear; there’s nothing embarrassing about talking about her body; and, she can always come to you with questions. Being open about your own story can help, too. Research also shows that when mothers share personal puberty stories, it gives daughters a framework for understanding their own experiences. Your story doesn’t have to be perfect—even a difficult experience (like feeling embarrassed about your period at school) can be valuable, as long as it includes a positive resolution. If you’re unsure how to start the conversation, use available resources to help. Books, videos, apps, and educational websites like the Always Period Hub can provide structure and reduce awkwardness for both of you.

Q: How can I prepare my daughter for her first period?
A: Preparing for a first period starts with talking about what to expect before it happens. This includes explaining what a period is, answering questions openly, and identifying and addressing any concerns she might have. Sharing your own experience can also be a powerful tool in making your daughter feel more confident.

Once she understands puberty, prepare her practically for her first period. Make sure period products are available at home, school, or on the go, and pack a First-Period Kit with pads and other essentials (like spare underwear and hand sanitizer) that can be tucked into her backpack, locker, or sports bag, so she can feel prepared no matter where she is when her first period arrives. A period product show-and-tell can make periods feel less scary, too.

Q. How can I help my daughter build confidence during puberty?
A: You can help your daughter build confidence during puberty by starting the conversations early, being open and transparent, sharing your own experiences, and equipping her with a first-period kit so she’ll feel prepared – no matter when or where her first period starts. Puberty can bring physical, emotional, and social changes, but simple habits like self-care and healthy routines, plus encouraging your daughter to seek support when she needs it, can help her feel more confident along the way. Remember, every puberty journey is different, and helping your daughter to understand her body can help her feel more prepared, comfortable, and empowered as she grows.

Q: Does Always make pads for teens?
A: Yes! Always Radiant Teen Pads are designed with teens in mind and feature a FlexFoam core that absorbs and locks in blood and conform to your body for a comfortable fit. We also have other products like:

• Always Ultra Thin Overnight Pads: Designed with RapidDRY technology that absorbs gushes 2X faster than the leading store brand and a LeakGUARD core that locks in leaks, this pad provides up to 100% Leak Free Comfort for overnight protection.
• Always Pure Cotton with FlexFoam Heavy Flow Pads: Features an organic cotton top layer and a FlexFoam core that absorbs and locks in blood. These pads are also 8X drier than the leading pad with a cotton top layer.

These products are available at mass retailers.

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SOURCE Procter & Gamble