Japan – Kao’s feminine care brand Laurier will roll out a new brand communication campaign across nine Asian markets, aiming to unify its message on menstrual support.
Set to launch on International Women’s Day, March 8, the campaign carries the key message “Comfort, Made Together” and seeks to foster more supportive and understanding environments around menstruation, helping women feel more at ease physically and emotionally.
The initiative will standardise Laurier’s brand messaging across the region, featuring a common key visual, anthem films in nine country-specific versions, and a dedicated campaign website. Kao said the campaign underscores the message that while physical discomfort cannot be fully eliminated, greater understanding from those around women can make periods feel more manageable.
The rollout will cover Kao Corporation (Japan), Kao Commercial (Shanghai) Co., Ltd., Kao (Hong Kong) Ltd., Kao (Taiwan) Corporation, Kao Vietnam Co., Ltd., Kao Industrial (Thailand) Co., Ltd., Kao (Malaysia) Sdn. Bhd., Kao Singapore Pte. Ltd., and PT Kao Indonesia. The campaign begins March 4, 2026.
Laurier’s communication drive complements ongoing regional initiatives. In Japan, programmes like “Laurier in Workplace” and “Laurier in School” provide sanitary products in workplaces and schools, while Indonesia’s “Dr. Laurier offers expert guidance on menstrual issues that are often difficult to discuss. The brand also delivers menarche education across all nine markets.
The campaign builds on Laurier’s global integration efforts, launched in 2023, which included unifying product specifications, consolidating production sites, and renewing regional brand guidelines to strengthen consistency and asset efficiency.
A survey of 4,500 women across the nine markets revealed that menstrual symptoms and limitations affect overall daily comfort, highlighting the need for more inclusive support. The findings helped shape the campaign’s focus on empathy-driven marketing and long-term brand engagement.
Kazuya Miyashita, president of the Sanitary Business at Kao Corporation, said, “Laurier has been striving to strengthen its globally integrated operations. The launch of this new brand communication across nine Asian countries and regions marks the next stage in building a consistent global brand – one that transcends borders, listens to the voices of individuals, and shares Laurier’s vision and values across Asia.”
Through this initiative, Laurier aims to be more than a feminine hygiene brand, offering products, education, and support to empower women throughout their lives and create environments where they can live comfortably and authentically.
“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,” Miyashita explained.
“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 realisation of a society where women can live their lives with comfort, confidence, and fewer limitations—no matter the day.”
