English 
Kao Corporation is launching a new communication push for its feminine hygiene brand Laurier across nine Asian countries and regions. The rollout begins on March 8 because it matches International Women’s Day. The campaign aims to increase brand identity control for Laurier which serves as the main brand for Kao’s personal care operations in Asia.
The campaign runs under the message ‘Comfort, Made Together.’ Kao is introducing a shared visual identity and a common message across the region. The rollout also includes campaign films tailored for each country along with a dedicated campaign website.
This step connects to changes Kao has been making since 2023. The company has been standardizing Laurier product specifications across Asian markets and consolidating manufacturing in an attempt to improve efficiency and capital turnover. Kao also reviewed the brand’s global guidelines after finding that different markets interpreted Laurier’s purpose and positioning in different ways.
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The campaign uses survey data which collected information from 4500 women across nine different markets. The research discovered that menstrual discomfort and anxiety together with daily restrictions which result from periods represent common problems. 花王 aims to establish Laurier as a hygiene product which serves both as a menstrual health awareness platform and an educational resource.
日本語