KUALA LUMPUR, March 4 (Bernama) -- Kao Corporation will launch a new brand communication campaign for its feminine sanitary product brand Laurier across nine Asian countries and regions, marking a major regional push to strengthen the brand as a core pillar of its Asian business.
“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,” said Kao Corporation President of the Sanitary Business, Kazuya Miyashita.
The campaign will be implemented simultaneously across the nine markets under the key message “Comfort, Made Together”. It will unify the brand’s worldview through the development of a common key visual and message, the release of anthem films tailored for each country or region, and the launch of a dedicated campaign website.
According to Kao in a statement, the initiative aims to create more supportive and understanding environments around menstruation so that women can feel more at ease, both physically and emotionally, while further developing Laurier as a global brand.
Across the nine Asian countries and regions, including Japan, Laurier has been working to unify product specifications, consolidate production sites to improve asset turnover, and align interpretations of the brand’s purpose and worldview through renewed global guidelines.
These efforts are intended to strengthen brand equity, enable consistent communication across markets and advance empathy-driven marketing.
A survey conducted by Laurier among 4,500 women across the nine Asian countries and regions found that many women feel menstrual symptoms, concerns and related limitations affect their overall sense of comfort in daily life.
Through the campaign, Laurier aims to help create a more inclusive environment where women can live with fewer restrictions during their periods.
Beyond product offerings, the brand also supports women through information and educational initiatives, including providing sanitary napkins as standard supplies at workplaces and schools in Japan and expert guidance on menstrual concerns in Indonesia.
-- BERNAMA
