For most women, a period isn't just a few days of mild inconvenience. Many experience cramps, bloating, lower back pain, mood shifts, and disrupted sleep. Talking about it openly still carries social friction in some parts of Asia.
To mark International Women's Day, Laurier's latest campaign reminds women they're not alone in this experience. The 60-second hero film tracks the ordinary moments women push through during their periods: at their desks, on the train, and even in their own homes. One scene shows a woman crying during her lunch break at work. Another settles on a group of young girls learning about sanitary pads for the first time.
Laurier's survey of 4,500 women aged 15–44 across these Asian markets in 2023 and 2024 confirmed what most women already know: menstrual symptoms affect their overall sense of comfort in daily life.
The campaign spans localised films across Japan, China, Hong Kong, Taiwan, Vietnam, Thailand, Malaysia, Singapore, and Indonesia.
Beyond the films, Laurier has launched social initiatives aimed at making menstrual support more accessible. In Japan, sanitary napkins are being made available as standard supplies in workplaces and schools through 'Laurier in School' and 'Laurier in Workplace'. In Indonesia, Laurier runs 'Dr. Laurier', an online platform providing expert advice on menstrual concerns.
"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," said Kazuya Miyashita, president of the sanitary business, Kao Corporation.
Campaign's take: The restraint is deliberate, and it works. The campaign's strength lies in trusting that these lived experiences don't need embellishment to resonate.
Source: Campaign Asia-Pacific
