• November 4, 2010

Procter & Gamble's Always feminine protection brand is launching a mobile app called Always Me. The company says the period and ovulation tracker was designed with input from women-focused Web site editors, bloggers and female health experts.

Among other things, the app, which is a free download at the iTunes store, has a question and answer function about menstrual cycle, with a health professional replying within a day. Always is also using the app as a mobile sales channel, as the app has a "Shop Always" button online purchase and store location.

The app, which works with iTouch, iPad and iPhone has other content health management, and exercise. The company says that ss part of the development process, P&G previewed it to OB/GYNs, female cycle experts, women's media and bloggers.  Influencers reviewed the application to test functionality and provided comments on their user experience.  

The company says it plans to expand the application with more content.