Always Discreet is on a mission to give a voice to the 1 in 3 women in the UK who suffer from bladder sensitivity in silence.

Grey hairs and wrinkles may be universally accepted signs of aging, addressed very publically by a multimillion dollar marketing industry, where friends recommend their favourite lotions and potions, and queues run around the corner of pharmacies revealing the latest must have age-defying trick, but for the 3.5 million women who live with AI daily, sensitive bladder is a shameful secret which they daren't tell their friends, partner, or even their GP about, leaving them feeling embarrassed, disempowered and alone. In fact women with frequent bladder leaks indicated that their condition is one of the top reasons they feel older.

The study, conducted by Always Discreet reveals the real impact of Adult Incontinence on the daily lives of over 3.5 million British women. In a society where women are no longer defined by their age, 1 in 5 of British women admit that they feel younger than their actual age, for women who suffer from sensitive bladder however, 42% say they feel older than they really are as a direct result of their condition.

Always Discreet launches the research as part of its mission to break the silence around AI so that women can feel empowered to live the age they feel inside, with nothing holding them back. With 45% of sufferers admitting sensitive bladder affects their happiness, the brand wants to help give these women a voice by inviting them to share their stories.

The condition can also affect how attractive women feel, with 42% feeling less attractive or feminine and 44% saying they can't remember the last time they had sex. 44% also said they lack the confidence to wear the clothes they want to wear, 37% would exercise more if they didn't have regular bladder leaks and 3 in 4 women hold back from talking to their healthcare professional about urinary incontinence.

Dr Sarah Jarvis, practicing GP and Always Discreet campaign ambassador comments "Not being able to dress, travel, exercise or live the way you want can be an everyday experience for so many women. Not only that, but even though 1 in 3 women in the UK over the age of 18 experience the condition, it is still wrongly associated with old age and this misperception can leave women feeling embarrassed, alone and much older than they really are. However, there is help at hand, such as Always Discreet, that provides women with bladder leaks with the protection and discretion they really need."

Always Discreet is working with documentary maker Flora Berkeley to create a film, inspired by these women's stories that will lift the lid on the hidden impact of AI and help break the silence on the last taboo in women's health.

Flora says "The relief that women with AI feel when they are able to talk about their condition and share their story is incredible; it reassures them that they are not alone and removes the debilitating stigma and embarrassment so many women suffer with. I'm proud to join Always Discreet on its mission to break the silence around sensitive bladder and empower women to live the life they want without fear."

Always Discreet, the product of extensive consumer research and testing, is designed with women's needs in mind. The brand offers a collection of liners and pads that are ultra-thin while absorbing 2x more than women may need, as well as underwear that gives them up to 100% protection and discretion. These revolutionary product benefits, give women the confidence to live every day to their fullest potential with nothing holding them back products come in a design that is so discreet, it can help restore those feelings of femininity and attractiveness.

Always Discreet is specially designed for women who want to live the full and active lifestyle they deserve, so it's up to them to wear the clothes they love, keep active, travel and socialise and they can feel empowered to live the age they feel inside, every day.

Christina Turnet, Always Discreet Brand Manager said "At Always, we've been making Feminine care products for women for more than 30 years and understand the emotional and physical impact that bladder leaks can have on the daily lives on women. That's why we've designed Always Discreet for Sensitive Bladder, they are ultra-thin while providing the protection women need, meaning that they can dress and move confidently without the worry of leaks. We're proud to have already helped so many women find their voice and share their incredible stories which we now hope will inspire other women to come forward and continue the conversation."

Share your story and help break the silence by visiting:

Women with AI are suffering in silence

Women with AI are suffering in silence

by for