Laurier marks Kartini Day with 'Comfort, made together' push to redefine menstrual support

Marking Kartini Day, Laurier, a sanitary pad brand under Kao Indonesia, has launched a new campaign titled “Comfort, made together: Building a supportive world around menstruation.”

The initiative calls for a shift in how society supports women during menstruation, encouraging more empathetic, present and context-aware responses from families, partners and workplaces. It also reflects the company’s broader “Kirei lifestyle innovation” philosophy, which focuses on improving quality of life through everyday care solutions and social understanding.

As part of the campaign, Laurier introduced singer and actress Maudy Ayunda as its new brand ambassador, aiming to broaden the reach of the message across Indonesia with a stronger emotional and cultural resonance.

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Closing the gap between intention and understanding

The campaign is built around a central tension identified by Laurier: while concern for women experiencing menstruation is common, responses often fall short of emotional relevance.

During menstruation, women may experience both physical discomfort and emotional shifts, yet common reactions such as “just drink warm water” or “get some rest” can feel dismissive despite being well-intentioned.

Laurier argues this highlights a gap between intent and impact – where care is present, but empathy is not always fully expressed or felt.

“At Kao, we believe that quality of life is not only determined by the products we provide, but also by the social environment that supports people’s daily lives. Through this campaign, we want to encourage a shift in perspective that meaningful support begins with empathy and genuine presence. Because ultimately, creating a Kirei Life is a shared responsibility,” said Shoichi Hasegawa, president director of Kao Indonesia.

Introducing HADIR: understand, accompany, respond

The campaign positions Laurier not only as a hygiene brand but as a participant in reshaping cultural understanding around menstruation.

“Many people actually care, but do not always know how to provide the right support. Therefore, Laurier wants to go beyond its role of protection by delivering more comprehensive comfort through understanding, support, and connection. Through Comfort, made together, we encourage the creation of a more supportive environment so that women feel more understood, especially during menstruation,” said Susilowati, VP of marketing at Kao Indonesia.

Central to the campaign is the HADIR movement, an acronym for “understand, accompany, respond”, designed to encourage more conscious and empathetic forms of support.

Rather than offering generic reassurance, the framework promotes active presence – listening, acknowledging, and responding in ways that reflect women’s lived experiences during menstruation.

Medical perspective supports this approach. According to psychiatrist Elvine Gunawan, menstruation involves both physical and emotional dimensions that are often underestimated in everyday interactions.

“Menstruation is not only a physical experience, but also involves real emotional dynamics. Many responses arise automatically due to habits or culture, but do not 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 to build healthier relationships, both emotionally and socially,” she explained.

A longer-term shift in menstrual narratives

As the face of the campaign, Ayunda highlighted how everyday interactions can unintentionally overlook emotional nuance.

“We often hear familiar responses, where the intention is good, but they may not necessarily match what is actually needed. From my experience, simple things such as listening without assumptions or truly being present are very meaningful. This also aligns with Laurier’s HADIR movement, which encourages us to be more sensitive and provide more empathetic support, because small changes in how we respond can make someone feel much more understood,” she said.

Laurier’s campaign reflects a broader ambition to reshape how menstruation is discussed in public and private spaces – moving beyond functional care towards relational understanding.

The brand emphasises that comfort during menstruation is not solely an individual experience, but one shaped by social context and everyday interactions.

“Going forward, Laurier will continue to play a role through innovation, education, and collaboration to encourage better understanding of menstruation. The hope is that women can go through menstruation more comfortably, supported by a more empathetic environment,” Susilowati concluded.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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