How P&G Brands Serve Women and Girls: Then. Now. Next.

For more than 188 years, P&G brands have continuously evolved to serve the needs of our consumers — over half of whom are women and girls. We build many of the world’s most valued brands, loved by generations of women and girls, by deeply understanding, reflecting, and designing for their specific needs and experiences.

Our approach connects us with women and girls every day. During Women's History Month, we celebrate some of the ways P&G brands have made a difference in the lives of women throughout the years, from the first box of Lenox Soap in the 1800s to the innovative products they love and trust today, such as Secret’s whole-body deodorant, OLAY Cleansing Melts, Always Discreet, and many more.

What Happened Back Then?

Throughout our history, P&G women have brought a broad range of experiences and insights that have helped unlock innovative products, solutions, and ways of working to improve consumers’ lives. As early as 1884, women were on the Lenox Soap packing lines at P&G’s Ivorydale soap making plant, playing an important role in ensuring our superior quality products reached consumers.

In 1923, P&G hired Eleanor Ahern to study products from the consumer’s point of view. Eleanor became the first woman to lead a P&G department, using her understanding of consumer needs to drive innovation and unlock growth — and paving the way for countless women leaders to follow.

Dr. Else Schulze was one of those leaders. As P&G’s first female PhD, she not only led her own department but also hired 37 other women with science degrees during her tenure, laying the foundation for breakthrough innovations spearheaded by P&G’s women scientists for years to come. These pioneers weren't just breaking new ground. They were shaping the future of P&G.

This approach laid the foundation for groundbreaking advancements from our brands, such as Tampax, which in 1947 became the first P&G brand to feature Black women in its advertising, raising the bar on how to leverage media to grow our reach and reflect all the consumers we serve.

What is P&G Doing Now?

Today, our brands continue to lead the way in reaching women and girls in ways that authentically reflect and resonate with them.

In 2023, Tampax launched its “Better Way to Period” initiative after finding that 68% of Gen-Z women and girls say they received little or no period education before their period began. Tampax joined forces with actress and executive producer Marsai Martin, basketball players Angel Reese and Flau’jae Johnson, and Dr. Nicole Sparks to continue its mission of equipping all women to manage their periods with confidence. Meanwhile, Always’ groundbreaking “Like a Girl” campaign, originally started in 2014 to support girls through puberty and help redefine the phrase “like a girl,” has grown into a movement. Its 2015 commercial was crowned by Ad Age as the best Super Bowl ad of all time!

P&G's commitment to women and girls extends to product innovation designed to meet their unique needs and help them feel their best every day, at every stage of life.

• OLAY’s team of women innovators developed a new way to cleanse the skin. OLAY Cleansing Melts are water-activated to clean, tone, and refresh the skin, all in one cleansing melt.
• Understanding that women want to feel comfortable and prepared, Always Discreet offers reliable solutions for bladder leaks, helping women live their lives to the fullest without worry.
• Addressing the biological needs of hair as it ages, specialized hair care line Pantene Hair Biology, with its Menopause & Scalp Soothing Treatment, blends Pro-V nutrients with ingredients like Lotus Flower, Omega 9, and hyaluronic acid to repair damage, boost volume, and fight frizz in colored, thinning, or mature hair.
• Secret products, including its Clinical Antiperspirant and aluminum-free Whole Body Deodorant collections, provide powerful, long-lasting protection through hormonal fluctuations during menopause that can cause increased perspiration and body odor.

What is Coming Next?

We’re energized by the next generation — the entrepreneurs, scientists, and brand-builders that will help shape our future at P&G. We work with expert partners to reach and serve more young women and girls through programs that help them learn and lead.

Always and Whisper are helping girls around the world stop missing school because of their period. For years, the brands have provided critical puberty and period education to millions and donated over 280 million period products. As part of this work, Always and Whisper support WASH United, the nonprofit behind Menstrual Hygiene Day, to promote menstrual health and hygiene for all.

To inspire more girls to explore STEM fields, our employees and brands like Olay work with organizations such as Girl Up, Inspiring Girls, The Links, and Greater Cincinnati STEM Collaborative to provide resources, mentorship, and hands-on learning experiences that help young women and girls explore STEM in practical, engaging ways. And each year, for International Day of Women and Girls in Science, students from local youth organizations join us at our Cincinnati headquarters and Research & Development centers for an immersive educational experience. Students tour our labs, explore the contributions of women innovators throughout our history, and learn directly from the women scientists working across our brands like Tide and Pantene.

By creating more opportunities for young STEM leaders today, we’re helping strengthen the foundation for continued innovation, ensuring we can continue to serve all our consumers in the future.

Follow the students into the lab and learn more about this year’s International Day of Women and Girls in Science event and Innovation Challenge!

As we seek to serve all consumers, we also partner with organizations such as YWCA and LISC, whose work equips women entrepreneurs with the mentorship, training, and inspiration they need to grow both their businesses and the communities we serve.

For close to two centuries, P&G’s brands have had a meaningful impact on the lives of women and girls — from creating superior products that serve them across every life stage to enriching the communities where we live and work to help build a future where everyone has the opportunity to thrive.

Learn more and explore how P&G has served and supported women and girls throughout our history.