How Laurier Brought Everyday Confidence into Lifestyle Conversations

Laurier is a leading global feminine care brand under the Kao Corporation, recognized for its commitment to advanced absorbent technology and reliable protection. The brand has long focused on supporting women’s daily comfort and hygiene, enabling them to move through their lives with reliable protection.

In 2025, Laurier made a strategic move to relaunch its product line in the Malaysian market. Rather than continuing traditional hygiene-led messaging in an increasingly commoditized fast-moving consumer goods (FMCG) category, the brand identified a critical cultural shift: Gen Z and young millennial women were seeking beyond hygiene advice. Instead, they were looking for identity cues, emotional validation, and confidence signals. In response, Laurier evolved its narrative from one centered on functional parity to one rooted in cultural empowerment, repositioning the brand from functional protection to empowered confidence and rebuilding emotional relevance among urban women.

In the feminine care category, most brands compete on identical functional claims such as “thinner” or “more absorbent.” As a result, brand differentiation is relatively weaker, creating a clear challenge when looking to deeply engage with younger consumers. Furthermore, because periods are still privately managed, the challenge was to create cultural impact without insensitivity. Laurier needed to move beyond purely functional messaging and find a way to enter spaces where its target audience actually seeks identity cues and lifestyle inspiration.

Connecting everyday confidence with fashion and lifestyle content with AnyTag

The core strategic thought was to be present where confidence is performed rather than where menstruation hygiene topics are discussed. Recognizing that fashion and influencer culture exist under the same umbrella—and that no one defines style better than creators—we leaned into the fact that modern women look to fashion influencers as their primary source of identity cues and lifestyle inspiration.

Instead of asking influencers to talk about pads, Laurier asked: What does invisible confidence enable?. By using fashion as a metaphor for freedom, the campaign transformed influencers from product endorsers into voices that naturally connected the product to consumers’ daily lives and personal routines.

Influencers as lifestyle storytellers, not product endorsers

To bring this strategy to life, Laurier partnered with AnyMind’s influencer marketing platform, AnyTag, to identify creators who shape fashion and confidence narratives among young women.

With AnyTag, the campaign activated a total of 24 influencers producing content across Instagram, TikTok, and Xiaohongshu. The execution was structured into distinct phases:

1. Emotional Ignition: The campaign launched with a hero social film highlighting everyday period struggles, with influencers contextualizing the narrative within their own personal confidence stories to build an emotional connection.

2. Brand-Owned Prestige: Laurier hosted a private fashion show in collaboration with a local designer, Maglifestyle, to reinterpret freedom through fashion. Attending influencers shared real-time, behind-the-scenes runway moments, elevating the brand into premium lifestyle territory.

3. Cultural Amplification: The brand extended its presence into Kuala Lumpur Fashion Week (KLFW), where high-tier influencers captured live reactions and runway moments to scale visibility into national fashion conversations.

4. Influencer-Led Social Proof: To sustain momentum, influencers anchored Laurier into everyday routines through “Get Ready With Me” (GRWM) content and styling transitions, reinforcing the product as invisible protection that enables visible confidence.

Throughout the campaign, AnyTag supported end-to-end management, enabling Laurier and AnyMind to coordinate deliverables, track timelines, and maintain consistent messaging. Once live, its tracking dashboard provided visibility into views, reach, and engagement, allowing the team to quickly measure performance and extract insights for future optimization.

Redefining feminine care through influencer marketing

The campaign successfully transitioned Laurier into the lifestyle space, winning attention in a category.

• Total Reach: 543,000+
• Total Video Views: 826,000+
• Total Engagement: 16,400+
• Total Shares & Saves: 1,400+

By moving beyond product protection to empowered confidence, the brand achieved an exceptionally efficient Cost Per View (CPV), which delivered views at a rate 85% lower than the Malaysian influencer marketing industry benchmark.

The high-prestige events paid off, as the private fashion show and KLFW participation elevated the brand into mainstream lifestyle conversations. Qualitatively, the campaign received positive sentiment with a majority of users leaving positive comments; these interactions reflected themes of empowerment, fashion confidence, and freedom rather than functional evaluation. Ultimately, Laurier succeeded in embedding itself into identity-driven conversations, proving that a soft-sell, confidence-first approach generates much stronger audience receptivity than traditional product promotion.

Strengthening Laurier’s lifestyle relevance through strategic influencer advocacy

This campaign demonstrates how influencer marketing can move beyond product promotion to shape cultural narratives, helping brands build emotional relevance even in highly commoditized categories. By integrating Laurier into the world of fashion and authentic lifestyle moments, we moved the brand out of a purely functional space and into a more relatable, culturally relevant one. This campaign demonstrated that when influencer marketing focuses on real-life empowerment rather than just product claims, it builds a stronger, more emotional connection with consumers.

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