Kao Corporation is rolling out a new brand communication initiative for its feminine sanitary product brand, Laurier, across nine Asian countries and regions starting International Women’s Day, 8 March.
Anchored around the message “Comfort, Made Together,” the campaign seeks to foster more supportive environments around menstruation, so women can feel at ease both physically and emotionally.
As part of this next phase, the brand is rolling out a unified creative platform across Asia, featuring shared visuals, nine localised anthem films, and a dedicated campaign website to reinforce a consistent brand worldview across markets.
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Central to this rollout is a hero film of the same name. The film follows women of all ages navigating everyday moments, capturing the quiet, often unspoken realities of being on their period. Those who experience menstruation may recognise the relatable scenarios: nodding off mid-task, swapping a stained light-coloured skirt for black leggings, checking a breakout in the mirror, or quietly shedding tears over a donut at work.
The film also features a voiceover from a radio DJ named “Laurier,” who shares messages from listeners navigating difficult days, whether they simply “want to be left alone” or are having a particularly tough week. Throughout the film, the DJ responds with empathy, affirming the complex emotions that can surface during menstruation.
“We want to create a world where you can feel accepted just as you are. Laurier is here to listen,” she says.
A survey of 4,500 women across the nine markets revealed that menstrual symptoms and concerns impact overall daily comfort, highlighting the need for understanding and support beyond personal coping. Through these insights, Laurier aims to go beyond providing products, offering information and educational support that helps women live without feeling restricted by their periods.
The campaign complements Laurier’s ongoing initiatives across the region, such as “Laurier in workplace” and “Laurier in School” in Japan, and Indonesia’s “Dr. Laurier”, which provides expert guidance on menstruation. Menarche education is also delivered across all nine countries and regions, reinforcing the brand’s role as a lifelong partner for women.
Kazuya Miyashita, president of the Sanitary Business at Kao, said the campaign marks the next stage in building a consistent global brand. “While menstrual concerns and feelings vary from person to person, there are many aspects of menstruation that have been discussed as something to be endured or a personal issue.”
“Through this communication campaign, Laurier aims to elevate menstrual concerns beyond a personal issue, encourage understanding from others, and foster an environment in which women can live with greater peace of mind. As a core brand in Kao’s Asian business, Laurier will continue to contribute to sustainable growth and the realization of a society where women can live their lives with comfort, confidence, and fewer limitations—no matter the day,” added Miyashita.
In November last year, the brand launched a campaign titled “Surat izin menstruasi” (‘Menstruation leave note’), a campaign designed to normalise taking time off during heavy-flow days and to dismantle stigma around menstrual pain in Indonesia.
Built around the tagline #WaktunyaRelax (‘Time to relax’) the campaign unfolded in three phases. Phase one focused on making menstrual pain visible through pop-art-style illustrations, produced with young illustrator Dila (@adilaam) while phase 2 introduced the formal menstruation leave note itself. The letter served as a symbolic push for women to legitimise rest for their own wellbeing.
Phase three extended the message through influencers, each amplifying the concept to their respective audiences
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