Through “Comfort, Made Together,” Laurier Encourages Public to be HADIR and Offer More Meaningful Support During Menstruation

This spirit drives Laurier not only to deliver product innovations but also to play a role in fostering a broader understanding of the importance of appropriate support for women, including during menstruation. As a natural process in the life cycle, this experience is still often trivialized, where physical and emotional discomfort is frequently normalized, while the response from the surrounding environment does not yet fully reflect women’s actual needs.

“Many people actually care, but they don’t always know how to provide the right support. That’s why Laurier aims to go beyond the role of protection by offering more comprehensive comfort through understanding, support, and connection. Through ‘Comfort, Made Together,’ we aim to foster a more supportive environment so that women feel better understood, especially during menstruation,” said Susilowati, VP of Marketing at Kao Indonesia.

As part of this campaign, Laurier has launched HADIR (Understand, Accompany, Respond) movement to encourage the public to provide more empathetic and meaningful support for women during menstruation.

This approach is also supported by a medical perspective, as explained by dr. Elvine Gunawan, Sp.KJ, a psychiatrist, who notes that the menstrual experience is not merely physical but also involves real emotional dynamics.

“Menstruation is not just a physical experience but also involves real emotional dynamics. Many responses arise automatically due to habits or culture, yet they don’t always make women feel understood. In fact, support often begins with simple things, such as listening, understanding, and validating what is being felt. This is important for building healthier relationships, both emotionally and socially,” she explained.

Through an approach rooted in women’s real-life experiences, this campaign emphasizes that comfort during menstruation cannot be created individually but is shaped by a more supportive environment. To that end, Laurier encourages the public to practice HADIR (Understand, Accompany, Respond), to better understand how to empathize and create more tangible support for women.

In line with this spirit, Maudy Ayunda, as Laurier’s brand ambassador and an advocate for empathy and support, shares her perspective based on personal experience. “We often hear familiar responses–well-intentioned, but not necessarily what’s needed. From my experience, simple things like listening without making assumptions or truly being present mean a lot. This also aligns with Laurier’s HADIR movement, which encourages us to be more attuned and offer more empathetic support, because small changes in how we respond can make someone feel far more understood,” said Maudy.

Based on an understanding of these women’s real-life experiences, this campaign emphasizes that comfort during menstruation cannot be created individually but is shaped by a more supportive environment. To that end, Laurier is committed to driving broader change in how society understands and responds to menstruation, as part of an effort to provide more empathetic, tangible, and sustainable support for women.

“Moving forward, Laurier will continue to play a role through innovation, education, and collaboration to foster a better understanding of menstruation. Hopefully, women can experience their periods more comfortably, supported by a more empathetic environment,” concluded Susilowati.

Laurier is a women’s sanitary pad brand from Kao Indonesia that supports women through every stage of their lives. Through product innovations that provide comfort and protection, Laurier continues to evolve into a brand that better understands women’s real-life experiences and offers more empathetic support at every stage of their lives. In line with the global initiative “Comfort, Made Together,” Laurier also promotes the creation of a more empathetic and supportive environment by adopting an approach that focuses not only on products but also on a comprehensive understanding of women’s needs.