[Feature] Laurier: How This All-Women Camp Normalised Period Care in the Great Outdoors

The Corporate Snapshot

In the competitive landscape of Malaysia's fast-moving consumer goods (FMCG) sector, one name has become synonymous with feminine care for generations. Laurier, a flagship brand under the multinational conglomerate Kao Corporation, has long held a dominant position on supermarket shelves. Its strategy, however, is evolving from pure product excellence to purpose-driven community engagement, aiming to foster deeper, more meaningful connections with its consumers.

• 🏢 Entity: Kao Corporation (Laurier brand)
• 🎯 Area of Expertise: Feminine Care & Personal Health Products
• 📍 Market Status: Market Leader & Trusted Household Name

The Scoop: What's New?

Laurier recently moved beyond traditional marketing channels to tackle a pervasive, yet often unspoken, barrier to women's participation in outdoor activities: period anxiety. The brand partnered with Basecamp Sungai Lembing, a premier adventure destination, to conceptualise and execute Malaysia's first all-women camping expedition explicitly designed to normalise menstruation in nature. The initiative provided a safe, supportive space for over 30 participants of varying outdoor experience levels. Beyond the camping activities, the program integrated practical workshops on managing menstrual health in remote settings and distributed Laurier's product range, effectively turning a real-world scenario into a live, empathetic product trial and community-building exercise.

Executive Insights: The Conversation

When probed about the unconventional campaign, the brand's marketing lead framed it as a necessary evolution from transactional advertising to advocacy. "Our research consistently showed that fear and discomfort around periods were preventing women from fully embracing activities like hiking, camping, or even long-haul travel," she explained. The insight was clear: a product's efficacy is proven not in a clinical lab, but in the challenging, unpredictable environment of a rainforest or a mountain trail.

The executive emphasized that the goal was never a hard sell. "This was about creating a tangible 'what if' scenario. What if you could be in the middle of nowhere and feel completely secure? What if the conversation around periods around the campfire was as normal as discussing the best trail snacks?" she noted. By facilitating this experience, Laurier positioned itself not just as a solution provider, but as an enabler of confidence and freedom. The camp became a powerful metaphor—breaking the taboo was akin to breaking new ground on an untrekked path.

Professional Highlights & Track Record

• Pioneered 'Real-World' Product Validation: Shifted focus from laboratory tests to real-life stress-testing in challenging outdoor environments, directly addressing consumer pain points.
• Championed Taboo-Breaking Advocacy: Successfully moved brand communication from purely functional benefits to leading a critical social conversation on menstrual equity in Malaysia.
• Forged Authentic Community Partnerships: Moved beyond celebrity endorsements to collaborate with grassroots entities like Basecamp Sungai Lembing, ensuring genuine credibility and reach within the target community.
• Executed Experiential Marketing Masterclass: Created a memorable, share-worthy brand experience that generated significant organic social media buzz and positive PR, far exceeding the impact of a standard digital ad campaign.

The Verdict

Laurier's all-women camping initiative is a masterstroke in modern brand building. It demonstrates a sophisticated understanding that today's market leadership requires empathy and action, not just airtime. By addressing a silent barrier with a loud, supportive solution, the brand has deepened trust and relevance with its core audience. This campaign is less about selling sanitary pads and more about selling confidence—a far more powerful and durable brand proposition.

• 📈 Market Impact: 9/10
• 💡 Innovation Level: 8/10
• 🚀 Growth Potential: 8/10

"The most impactful brands don't just meet needs; they dismantle barriers. Laurier's camp didn't just provide products—it provided permission for women to adventure without limits."