Laurier launches “Daily Relax” and “Daily Active” to tap the panty liner market

Mr. Yuji Shimizu, Marketing Director – Consumer Products, Kao Commercial (Thailand) Co., Ltd., one of the sanitary napkin market leaders under “Laurier” brand, said that the company had launched two new products in the panty liner range during October including Laurier Daily Relax (26 pieces/pack @ 37 baht) and Laurier Daily Active (20 pieces/pack and 40 pieces/pack @ 22 baht and 43 baht respectively). The products are available in 2 types: scented and unscented. The unique selling point of “Laurier Daily Relax”, is the innovative and improved surface with new “3D Air Dome” technology from Japan giving a soft and gentle feel while offering full absorbent for long lasting dryness and comfort as well as effective irritation prevention, while “Laurier Daily Active” comes with breathable back sheet that effectively helps passing vapor rendering a fresh and comfort feel as well as the end to end adhesive to keep the liner in place. Both Laurier panty liner products meet the demand of the new female generation lifestyle that give special attention to the freshness and hygiene of the intimate area which the high growth rate of about 10% per year in the panty liner market is a proof. At present, the total market value is estimated around 500 million baht. Mr. Yuji Shimizu said although the value of the panty liner market is not as high as the sanitary napkin market value of about 3500 million baht per year, it still has a good growth potential because it can be used everyday without age limitation. Unlike the sanitary napkins that are no longer used by menopause women where the market is growing only 1-2% each year due to the similar proportion of the new entry and exit. Therefore, the company has the policy to organize various market activities to educate the consumers and induce the panty liner usage as well as increase the frequency of daily usage. “The company aims for Laurier panty liner products to be the best new alternative for consumers. During the initial period, the company will increase the availability to cover all areas via various distribution channels such as Modern Trade, Supermarket and retail outlets nationwide. At the same time, the company will also use integrated communication strategy to promote the products including print advertisement, TV commercial, public relations activities, free sampling and special trade promotion as well as the heath advisors team to give the customer advice and introduce new products at the point of purchase”, said Yuji Shimisu. He added that most recently, the company has come up with the Laurier Girl contest campaign to reach the female target audience through its website www.lauriermybrand.com . The interested young, fresh and confident women between 18-25 years old can enroll in this campaign by posting their picture in the website. The 5 short listed participants will have a chance to be 1 of the 2 girls to win the prize of 10,000 baht in cash, and join the Meet and Greet activity with Tui, Dong and Zara of AF3. The result will be announced at Laurier 7 Days Say Hi event to officially introduce the new panty liner product range on Monday, November 27, 2006 at Siam Discovery Center. At the same time, the company has set aside over 70 million baht for the marketing expenditures during the first year. It also plans to continuously create product and brand awareness in order for the consumers to rapidly accept and use the panty liners. The company is confident that Laurier panty liner products will gain positive consumer response as Laurier is one of the leader in the sanitary napkin market. It expects to become the No. 1 leader in the panty liner market within the next 3 years. For media enquire, please contact Savitree Peungcharoenkun – 081 816 4598 Or Tel. 02 689 2334-5

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