Recently, Procter & Gamble's star product, Always Feminine Liquid Pads, has been embroiled in a "manufacturing flaw" controversy on social media.
Numerous consumers have reported issues with misaligned absorbent cores in Always Feminine Liquid Pads, leading to side leakage during use. Others have pointed out quality control problems such as stains and odors, claiming the high-end pads—priced at around 2 yuan per piece—fail to live up to their reputation.
Procter & Gamble's customer service stated that products sold through official channels undergo testing and comply with regulations, assuring consumers of their safety. However, as of press time, the company has not responded to specific complaints.
Analysts suggest that the "imported absorbent cores, multi-country assembly" supply chain model of the affected product, while cost-effective, may increase quality control risks, exposing management gaps in Procter & Gamble's global production coordination.
**Always Feminine in "Manufacturing Flaw" Crisis: Quality Control Lapses?** Introduced to China in 2016, Always Feminine Liquid Pads quickly captured the premium sanitary pad market. By 2017, annual sales in China exceeded 2 billion yuan, making it the third-largest market after the U.S. and Europe.
Yet, this flagship product has recently faced a trust crisis due to manufacturing issues. On social platforms, consumers have shared images of misaligned absorbent cores, leading to leakage, alongside complaints of stains and odors.
One consumer remarked, "I stocked up on multiple boxes, and every blue box was misaligned. At first, I thought it was intentional, but then realized it served no purpose—others felt the same." Another noted, "It smelled terrible upon opening—I thought it was counterfeit. Previous versions never had this issue."
The Always Feminine Liquid Pads use FlexFoam polymer material and retail at nearly 2 yuan per piece, higher than competitors. Product packaging indicates absorbent cores are imported from Europe and the U.S., with final assembly across China, Canada, the U.S., and Hungary.
Procter & Gamble has not officially responded to inquiries. Customer service reiterated that official products undergo rigorous testing to meet legal standards.
Lin Yue, Chief Consultant at Lingyan Management Consulting, noted that the complaints highlight internal management issues. "The complex supply chain, while cost-efficient, introduces quality control vulnerabilities and coordination challenges, impacting product consistency."
**Declining Sales in China, Market Share Erosion** The "manufacturing flaw" incident is not isolated. In recent years, Always Feminine has faced multiple quality and hygiene controversies.
Over the past three months, consumer complaints about Always Feminine exceeded 80 on the Black Cat Complaints platform, citing issues like foreign objects, stains, and odors.
In December last year, a consumer reported finding live worms in unopened Always Feminine Liquid Pads, supported by video evidence. Procter & Gamble dismissed the claim, citing high-temperature compression during production, but offered a refund and product compensation, rejecting a refund-tripling demand.
Behind these recurring quality scandals lies Procter & Gamble's weakening performance in China.
In fiscal 2024 (July 2023–June 2024), Procter & Gamble's global net sales hit $84 billion, up 2%, marking a decade-high. However, organic sales in Greater China fell 9%, the only decline globally. Fiscal 2025 saw a further 5% drop.
In the feminine care segment, Procter & Gamble has steadily lost market share over the past decade, trailing behind Unicharm's Sofy and facing fierce competition from Kimberly-Clark.
A September 2024 Guoyuan Securities report showed that from 2014 to 2023, Sofy, Hengan International's Space 7, and Always Feminine remained China's top three brands. Yet, Procter & Gamble's share slid from 7.1% to 5.4%, while Unicharm's rose from 7.6% to 9.8%, widening the gap to 4.4%.
**Breaking the Crisis: Experts Cite Localization and Innovation Lag** Procter & Gamble's sales decline in Greater China stems from rising local competition and sluggish growth in haircare and personal care.
Yang Huaiyu, a consumer industry analyst, noted challenges like local brand ascendance, aging brands, slow innovation, and sluggish channel adaptation. "The root cause is the clash between global standardization and China's fragmented market, coupled with misalignment with rapidly evolving consumer demands."
Lin Yue added, "Frequent price hikes to counter cost pressures backfired, as they clashed with the trend toward affordability. Amid a siege by local brands, Procter & Gamble appears overwhelmed."
However, fiscal 2025 data shows narrowing declines in Greater China. Q1 fiscal 2026 saw organic sales grow 5%, with skincare brands like OLAY and SK-II posting high single-digit growth, offering a rare positive signal.
CFO Andre Schulten noted in the earnings call that Procter & Gamble initiated China-specific adjustments two years ago, focusing on innovation and market expansion, leading to growth despite a complex environment. Six to seven product categories saw double-digit organic growth.
Yang Huaiyu advised Procter & Gamble to prioritize localized innovation, stringent quality control, brand rejuvenation, and content marketing, alongside accelerating direct sales and agile supply chains to rebuild trust.
Lin Yue emphasized the need for repositioning, reassessing brand portfolios, and resource allocation in China, as Procter & Gamble's influence wanes among younger consumers. While traditional e-commerce remains strong, its presence on emerging content platforms is lacking, slowing market responsiveness.
Procter & Gamble's struggles in China mirror those of multinational giants grappling with new consumption trends and channels. Balancing innovation with quality control and maintaining competitiveness amid local brand surges remain critical challenges.
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