Brands Come Together to Empower Women, Encourage Candid Conversations

Red Hat Society® announces Always Discreet™ available at Walmart as official sponsor,
Partnership kicks off with “Hoot” event

FULLERTON, Calif.--()--Odds are, at one time or another, you’ve seen the signature red hat atop a crowd of heads. But how much do you really know about The Red Hat Society (RHS)?

“The Red Hat Society has always been a trailblazer by creating the world’s largest playgroup for women”

Did you know the organization is largely comprised of women over 50, the fastest growing demographic worldwide? And did you realize those hats represent a society offering women a community to connect through experiences and social events? The RHS’s story is one of empowering women to embrace aging and refuse to let anything get in the way of having fun. And now Always Discreet and Walmart will help amplify this story.

This partnership with The RHS represents the latest example of brands coming together to champion a belief – in this case, that women of all ages can feel comfortable and confident in every situation.

“We’re thrilled that Procter & Gamble’s newest product, Always Discreet available at Walmart, recognizes the positive impact our Society has made in the lives of women approaching 50 and beyond,” said Debra Granich, CEO, The Red Hat Society.

Always Discreet – a product designed for the one of every three women ages 18 to 75 in America affected by sensitive bladders – is the perfect match. It’s on a mission to let women know that having a sensitive bladder can feel like no big deal and to encourage an open dialogue.

“The Red Hat Society has always been a trailblazer by creating the world’s largest playgroup for women,” Granich said. “The idea of ‘play’ and ‘recess’ in women’s lives, in the midst of work, family and community involvement, can seem foreign and unattainable. Through this sponsorship, we’re able to take our passion to a larger audience and ensure more women learn that life can be filled with fun and friendship with Sisters who are ready to engage in real-life discussions.”

To celebrate the year-long sponsorship and spread the word about the “sisterhood,” Always Discreet is partnering with The RHS on its Always Hoot Day at Walmart on Tuesday, Nov. 18. A Hoot is an RHS term that refers to an informal event where Members go to a predetermined location in mass, gather briefly to socialize, shop, meander and enjoy lunch. Walmart is the perfect location for the “Hoot” because shopping is the Society’s national sport.

During the Always RHS Hoot, Members will flood their local Walmart stores with red hats on and Hoot Day scavenger hunt game cards in hand. They’ll snap photos of their completed game cards and share them on social media with the hashtag #AlwaysRHSHoot for a chance to win registration to the 2015 RHS Speedway Sparkle International Convention, the Society’s annual international event, in Indianapolis. Hatters who live in the U.S. can also receive a limited-edition collector’s Discreet Diva pin by purchasing the Always Discreet product at Walmart and submitting a receipt dated Nov. 18. For detailed information on the Always RHS Hoot, click here.

About Red Hat Society

The Red Hat Society® connects, empowers and transforms the lives of women approaching 50 and beyond through the power of fun and friendship. Women of any age are encouraged to join (those under 50 don a pink hat until they "REDuate"), emphasizing the value of cross-generational friendships and mentoring. For more information on the Red Hat Society®, visit

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®, Duracell®, 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.


Red Hat Society
Emily Yost, 714-888-8132
Mitchell Communications Group
Kay McDowell, 479-439-3772

Release Summary

Brands come together to empower women, encourage candid conversations. Red Hat Society® announces Always Discreet™ available at Walmart as official sponsor, Partnership kicks off with “Hoot” event.