Demi Lovato Steps into the Spotlight as the Face of The Radiant Collection

The Radiant Collection from Tampax® and Always® Extends Partnership in New Advertising Campaign to Help Young Women Have the Confidence to Wear What They Want

Loading media player...

The Radiant Collection from Tampax and Always gives a glimpse into what Demi Lovato's life looks like as she prepares to take the stage on her World Tour.

CINCINNATI--()--From tour buses to magazine pages, The Radiant Collection, from Procter & Gamble’s (P&G) leading feminine protection brands Tampax and Always, is elevating their partnership with the multi-talented Demi Lovato. The platinum-selling recording artist, actress and fashionista will represent the number one feminine care brand on the planet’s marketing and social media campaign through 2015 to help encourage young women to wear what they want regardless of what time of the month it is.

“I want to encourage young women to feel confident and love what they see when they look in the mirror, no matter what,” said Demi Lovato. “That is why I’m so excited to continue my partnership with The Radiant Collection from Tampax & Always, empowering females of all ages to stay fearless and wear what they want anytime of the month.”

Demi Lovato is the perfect choice for the campaign because she knows the importance of and supports young women’s self-expression through unique style anytime of the month. The campaign launches just as a style change comes for the Radiant Collection packaging. As the brand spokesperson, Demi will appear in print advertising, public relations efforts and online properties, including the brand’s website, The national campaign is an extension of The Radiant Collection’s sponsorship of Demi’s Neon Lights Tour and World Tour, which included more than 50 stops in North America.

“Always and Tampax have been providing protection to young women for more than 30 years. The Radiant Collection gives them power over their periods so that they never have to miss out on amazing experiences or outfits. Just as Demi Lovato has transformed her individual style, we are thrilled to unveil our newest packaging in March 2015 that features the same great protection young women expect from The Radiant Collection,” says Amanda Hill, P&G North America Fem Care Brand Director. “We are proud to partner with Demi as our brand style continues to evolve, and together we will encourage young women everywhere to have confidence to wear what they want, period or not.”

To see Demi Lovato’s ad for The Radiant Collection, look in magazines this February and keep an eye out for the newly designed product packaging hitting store shelves in March. For more information on The Radiant Collection, visit or and use the hashtag #BeRadiant to join the conversation.

About The Radiant Collection
The Radiant Collection from Tampax® and Always® provides young women with one premium brand experience for all their feminine care needs. Up to 100% Leak-free periods are possible!

  • Tampax Radiant tampons feature a CleanSeal™ re-sealable wrapper for quick and easy discreet disposal and a LeakGuard™ braid to help stop leaks before they happen.
  • Always Radiant Infinity pads feature a soft, seamless, flexible design to move with you and a light, clean scent so you can feel fresh.
  • Always Radiant Pantiliners have a CleanGuard™ quilted core to absorb wetness and odors.
  • Always Radiant Wipes-to-Go are perfect for on-the-go freshness.

About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has 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®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


MSL New York
Sarah List, 646-500-7946

Release Summary

The Radiant Collection from Tampax and Always announces Demi Lovato as the new face of the brand and aims to help young women have the confidence to wear what they want no matter what.


MSL New York
Sarah List, 646-500-7946