The 'Comfort in Each Other’s Company' campaign, launched by Laurier, a brand of Kao Japan, began in Asia in 3/. Previously, a survey of 4,500 women aged 15-44 across 9 countries, including Vietnam, found that many women tend to silently endure their periods. Feelings of anxiety, inconvenience, and a range of limitations during menstruation significantly impact their comfort and how they enjoy daily life. Many reported not only physical pain or discomfort but also invisible pressures such as a reluctance to share, a lack of understanding in academic and professional settings, and long-standing social stigmas.

Based on this survey, Laurier proposed initiatives to emphasize listening, understanding, and support from others. The campaign also suggests suitable products for women, aiming to foster an open and inclusive environment where women can be confident and unrestricted in all situations.

The 'Comfort in Each Other’s Company' campaign encourages the community to listen and understand women's difficult-to-discuss experiences during their periods. *Photo: Laurier*

In Vietnam, Laurier promotes a series of educational and community activities, especially open dialogues about women's health and menstruation in schools, organizations, and workplaces.

The short film, 'Comfort in Each Other’s Company', launched the campaign. It depicts the familiar experiences of women during each period, from changes in health and physical condition to emotional impacts and psychological vulnerability. Through its relatable story, the film conveys the message that during these sensitive days, women can still feel comfortable when Laurier understands and provides both physical and emotional support.

Following the short film, the brand launched the online content series 'Experience Hotline' – an open dialogue space where guests, including business owners, companions, and psychologists, share their experiences and thoughts on menstruation. With this initiative, Laurier's representatives want to emphasize that comfort comes when women do not feel alone during their periods, encouraging everyone to empathize with and support them.

Targeting female students, the organizers proposed the Lojiem initiative – a program providing psychological and physiological knowledge about puberty and self-care during their periods. Through this activity, girls aged 9-14 can better understand their bodies and reduce anxiety as they enter adolescence.

Concurrently, Laurier Vietnam is implementing a series of communication activities, offering further perspectives on menstruation and creating a space for women to connect.

The 'Lojiem' program for adolescent female students. *Photo: Laurier*

Beyond Vietnam, the campaign is simultaneously taking place in several countries. In Japan, two programs, 'Laurier at Work' and 'Laurier at School', provide sanitary pads as essential items, making products easily accessible. In Indonesia, the 'Dr. Laurier' platform disseminates expert knowledge about periods and shares difficult-to-discuss concerns with women.

A series of puberty education programs are also being implemented across many Asian countries, supplementing medical-standard knowledge and contributing to building an open environment that accompanies and supports women in all aspects.

According to Kazuya Miyashita, President of Kao Corporation's Feminine Hygiene Business, the 'Comfort in Each Other’s Company' campaign and its initiatives mark the next phase in the goal of establishing Laurier as a global brand.

“Through this campaign, we encourage community understanding, empowering women to feel secure, confident, and comfortable sharing, thereby leading happier lives every day,” Miyashita added.

As part of Kao's development strategy in Asia, Laurier is committed to sustainability, contributing to improving women's health and quality of life. In addition to continuously innovating products and technology, the brand also implements numerous communication, education, and community initiatives.

Hieu Chau

With over 130 years of development, Kao Japan and its brands promote a series of social activities and public health protection. From its inception, Laurier has emphasized its mission to "care for women's health, providing comprehensive protection through a range of high-quality products gentle on sensitive skin."