Laurier Thailand puts period overthinking under the spotlight

Kao Thailand and dentsu Thailand are tackling a familiar but often unspoken aspect of menstruation in a new campaign for Laurier's Super Ultra Slim sanitary pads.

Titled "1-second fast absorption", the campaign explores the mental burden of period-related leakage worries, using visual storytelling to contrast the experience of carrying that anxiety with the freedom of moving through the day without it.

Fronted by Thai actresses Ling Ling Kwong and Aom Kornnaphat Sethratanapong, the campaign uses two contrasting personalities to bring an internal experience to life. Kwong represents the hesitation, self-consciousness and constant calculations that can accompany heavy-flow days, while Sethratanapong embodies confidence and ease.

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Developed for Gen Z consumers, who increasingly see sanitary pads as functionally similar, the campaign seeks to create a stronger reason to reconsider the category by making a product benefit feel instantly tangible rather than purely functional.

Through a series of visual contrasts, hesitation gives way to confidence in a single moment, reinforcing the campaign's central idea that one second can change how women move through their day.

Rather than focusing solely on product features, the campaign reframes fast absorption as an emotional benefit, highlighting the mental space women regain when concerns about leakage fade into the background.

Matsuoka Shinji, marketing vice president at Kao Industrial (Thailand), said the brand wanted to connect with consumers through a more relatable and emotionally resonant lens.

"For a generation that has grown up with endless choices, simply being new is no longer enough. Gen Z women are incredibly intuitive consumers, they know what works for them, they trust their routines, and they are quick to filter out anything that feels like more of the same," he said.

"We wanted to create a stronger feeling that reflected a very real and familiar experience. Together with dentsu Thailand, we wanted to create a resonant narrative that felt more observant than instructive to the modern woman who wants to be understood," added Shinji. 

Meanwhile, Ariyawat Juntaratip, senior executive creative director at dentsu Creative Thailand, said the campaign was built around the idea of mental space rather than menstruation itself.

"The best campaigns always start from a place of genuine respect for the human being at the end of it. From the outset, we knew that our story should be about mental space. The quiet calculations, the background awareness, the invisible weight women carry without even thinking about it," he said.

"For that, they need brands that observe them more honestly, and this is where Laurier brings a deep, consistent respect for women's experiences."

The work builds on Laurier's wider push to normalise conversations around menstruation across Asia. In March, Kao Corporation rolled out its regional "Comfort, made together" platform across nine markets, highlighting the often-unspoken realities of living with periods and calling for greater understanding from those around women.

Backed by research involving 4,500 women, the initiative reflects Laurier's broader ambition to move beyond product benefits and address the emotional and social realities that shape women's experiences.

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