Laurier Brand from Kao Launches New Brand Communications Initiative Across Asia, Strengthening Global Integration as Kao's Core Brand in Asia

Tokyo – (ANTARA/Business Wire) – On International Women’s Day, March 8, Kao Corporation (TOKYO:4452) will launch a new brand communications campaign across nine Asian countries and territories for its sanitary napkin brand Laurier, which lies at the heart of Kao’s business in Asia.

Laurier aims to help create a more supportive environment and a better understanding of menstruation, so that women can feel more comfortable, both physically and emotionally. With the main message “Comfort, Made Together,” the campaign will be rolled out simultaneously across Asia. Kao aims to further develop Laurier as a global brand.

Laurier, as one of Kao’s core brands underpinning its consumer care business in Asia, has been pursuing a globally integrated operation since 2023. This operation covers all nine Asian countries and territories, including Japan. Laurier has sought to harmonise product specifications and consolidate production sites to improve asset turnover. In addition, Laurier has encouraged discussions to unify interpretations of brand purpose and worldviews, which vary by region, and has updated its global guidelines.

Through these efforts, in order to communicate its value across Asia simultaneously, Laurier is now launching a new brand communications initiative. By returning to Kao’s core principle of focusing on the consumer perspective, Laurier will further strengthen brand equity by delivering products designed for long-term use and advancing empathy-based marketing through consistent communication across regions.

Laurier has conducted a survey on attitudes toward menstruation among 4,500 women in nine Asian countries and territories.* The findings show that across Asia, many women feel that the symptoms, concerns, and restrictions associated with menstruation impact their overall daily comfort.

*The online survey on attitudes toward menstruation was conducted by Kao among women aged 15–44 in nine Asian countries and territories, including Japan, in November–December 2023 and October–November 2024 (valid responses: 4,500).

Through this initiative, Laurier will continue to strive to create an inclusive environment where women can lead lives of possibility without being constrained by their menstruation.

As a global brand, Laurier not only provides products but also supports women throughout their lives by providing information and educational support, contributing to the creation of a society in which every woman can continue to live in a way that aligns with her identity.

About the Brand Communications Initiative

• Main Message

Comfort, Made Together — Laurier is here to listen.

It is natural to find it difficult to be yourself as usual when menstruating. A woman should not have to seek menstrual comfort alone. We may not be able to completely remove discomfort or bodily pain. However, by encouraging understanding from the people around us and creating a more supportive environment, we believe menstruation can feel a little more comfortable.

• Overview

The campaign will unite the brand’s worldviews across nine Asian countries and territories, and implement the following initiatives:

• Development of visuals and the main message shared across Asia.

• Launch of jingles films (in nine country/territory versions) delivering Laurier’s message about menstrual support.

• Launch of a campaign-specific website.

• Countries/Regions: Kao Corporation / 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. / PT Kao Indonesia

• Start date: 4 March 2026

Ongoing Social Initiatives

As a brand that supports women, Laurier is continually involved in several activities in each country and region..

• Japan: “Laurier in Workplace” and “Laurier in School,” which provide sanitary towels as standard equipment in the workplace and schools

• Indonesia: “Dr. Laurier,” which provides knowledge from experts on menstruation issues that are difficult to discuss with others.

In addition to the activities above, Laurier provides menarche education to give accurate information to individuals in nine countries and territories. Through these activities, Laurier will continue to be more than just a brand of sanitary products; it will also continue to be present and support women at all stages of their lives and in their social environments.

Comment from Kazuya Miyashita, President, Feminine Hygiene Business, Kao Corporation

Laurier has been working to strengthen its globally integrated operations. The launch of a new brand communications campaign in nine Asian countries and territories marks the next step in building a globally consistent brand—a brand that transcends borders, listens to individuals, and shares Laurier’s vision and values across Asia. While concerns and feelings related to menstruation vary among people, many aspects of menstruation have been discussed as something to be borne or as a personal issue. Through this brand communications campaign, Laurier aims to elevate menstruation beyond a private matter, encouraging understanding from others, and creating environments where women can live more calmly. As a core brand in Kao’s Asia business, Laurier will continue to contribute to sustainable growth and realise a society where women can live their lives with comfort, confidence, and with fewer barriers.