Kao’s Laurier Launches New Brand Communication Initiative across Asia

Laurier, one of the core brands supporting Kao’s consumer care business in Asia, has been promoting globally integrated operations since 2023. Across all nine Asian countries and regions including Japan, Laurier has been working to unify product specifications and consolidate production sites to improve asset turnover ratio. Moreover, Laurier has promoted discussions to unify interpretations of the brand purpose and worldview, which varied across regions, and has renewed the global guidelines.

Through these efforts, in order to simultaneously communicate its value throughout Asia, Laurier is currently initiating a new brand communication initiative. By returning to Kao’s founding principle of a consumer perspective, Laurier will further strengthen brand equity by offering products designed for long-term use and advancing empathy-driven marketing through consistent communication across regions.

Laurier conducted a survey on attitudes toward menstruation among 4,500 women across nine Asian countries and regions.^* The findings revealed that across Asia, many women feel that menstrual symptoms, concerns, and the limitations associated with menstruation have an impact on their overall sense of comfort in daily life.

Through this initiative, Laurier will further its efforts toward creating an inclusive environment where women can live lives full of possibilities without feeling restricted by their periods.
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 where each woman can continue to live in a way that feels true to herself.

In addition to the above, Laurier provides menarche education to deliver accurate knowledge to individual in all nine countries and regions. Through these activities, Laurier will continue to be more than just a feminine sanitary product brand; it will continue to be a presence that supports women at all stages of their lives and in their social environments.

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 individual, and shares Laurier’s vision and values across Asia. 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. 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 realization of a society where women can live their lives with comfort, confidence, and fewer limitations – no matter the day.

Kao Malaysia Sdn. Bhd. was established in 1973 as a subsidiary of Kao Corporation, Japan. We are dedicated to improving everyday life through products and brands that people can trust.
We put consumers and customers at the centre of everything we do. By understanding their needs, we aim to create products that bring real value to daily life, while caring for society and the environment in a responsible and sustainable way.
Kao Malaysia follows the Kao Group’s purpose, “To Realise a Kirei World in which All Life Lives in Harmony.” Through our focus on cleanliness, beauty, and health, we strive to enrich the lives of people in Malaysia and deliver satisfaction in everything we offer.
We are committed to building a more sustainable future. By integrating environmental, social, and governance (ESG) principles into our business, we develop meaningful solutions that support a better quality of life for all, while strengthening our long-term corporate value.
Our business covers Health & Beauty Care and Hygiene & Living Care, offering a wide range of trusted brands such as Attack, Bioré, Curél, Laurier, Liese, Magiclean, MegRhythm, Men’s Bioré, and Merries.

Kao, a Japan-based manufacturer of personal care and household products, cosmetics, and specialty chemicals creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its brands such as Attack laundry detergent, Bioré and Jergens skin care products, Laurier sanitary products, Curél, SENSAI, and MOLTON BROWN cosmetics, and Oribe hair care products, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,630 billion yen in annual sales. Kao employs about 32,600 people worldwide and has more than 130 years of history in innovation. As an enterprise that provides products people use on a daily basis, the Kao Group takes responsibility to actively reduce the environmental footprint of its products throughout the product lifecycle. This is laid out in Kao’s ESG strategy, the Kirei Lifestyle Plan, which launched in 2019.
Please visit the Kao Group website for additional information.