Bangkok--6 Sep--Mind Touch Kao has invested more than 90 million baht to a big launch of “Laurier Superguard Ultra Slim Fit”, the latest innovation under “Laurier Superguard” family aimed at challenging the number one position in the sanitary napkin market. Kao Commercial (Thailand) Co Ltd, manufacturer and distributor of “Laurier” sanitary napkin products, has penetrated the market for sanitary napkins with the investment of more than 90 million baht to the launch of latest innovation in the “Superguard” family — “Laurier Superguard Ultra Slim Fit”, the new product has been created with break-through production technology in order to become the slimmest sanitary napkin with standing gather as the first player in Thailand. Anutra Kuvinijkul, Sanitary Category Manager, Kao Commercial (Thailand), reveals that from time to time, Kao Commercial (Thailand) has pursued continuous research and development set to manufacture Laurier sanitary napkin product that fits very well with requirements of women, and makes Laurier the only sanitary napkin brand always recognized and trusted by the Thai consumers. In-depth research has been made to study the behavior of Thai women, both teenagers and working generation, in order to develop sanitary napkin product that really serves their current needs. “From our latest consumer research, we found that more than 80 per cent of women still worrying about overflow and side leakage and don’t want to have activities or even moving themselves during the menstrual period. This research finding has leaded us to the development of newest Laurier sanitary napkin under the “Superguard” family — “Laurier Superguard Ultra Slim Fit”, slimmest ultra-thin sanitary napkin with gather, which will encourage fearless and higher confidence among women during the period,” says Anutra. “Laurier Superguard Ultra Slim Fit” is the latest innovation in the “Superguard” family being launched with the break-through production technology, and with “Powerful Absorption” fast absorbing polymer sheet for super absorbent capability to instantly pull in fluid. The 24-centimetre length pad will maximize coverage and to be hold in place with panty so that users need not worry about twisting or sliding of the napkin even during active movement. It will eliminate all women’s discomforts engaged in a wide range of activities during the menstrual period particularly when they demand for dexterity. The high gather will help close gap between sanitary pad and legs, and able to provide leakage guard even during heavy exercise. This is the first ever for the development of high-gather, super-slim sanitary napkin in Thailand. The company has allocated the investment budget of more than 90 million baht in public relations and 360 degree marketing communications, both above-the-line and below-the-line activities by focusing on educating women about the product function and new innovation in preventing side leakage during their menstrual period. Attractive media advertisement, both TV commercial and printed advertising, will be used to induce consumers for product trials. The company will also organize a big launching campaign for the product, which will be run through interesting activities including point-of-purchase promotion, product sampling, and marketing events, together with product road shows organized at universities, office buildings and leading department stores to promote high level of awareness of Laurier Superguard Ultra Slim Fit in the market place. In addition to the launch of new “Superguard Ultra Slim Fit” high-cover, super-slim product, the company has also refreshed the Laurier Superguard both for day and night. The 24-centimetre length Laurier Superguard for Day Time will provide a long absorbent and allow women to spend their wide range of activities during the day as normal without worrying about the overflow and leakage within the menstrual period. The 30-centimetre and 34-centrimetre length Laurier Superguard for the Night Time will also feature a continuous absorbent capability until the morning with its 3-D perforated non-woven sheet applying to the top sheet to avoid twisting or sliding problems. The product refreshment has been made with more modern and attractive packaging to catch the hearts of young consumers. The market for sanitary napkins is highly competitive as consumers have strong loyalty to the brands. The sanitary napkin market is estimated to worth 3,100 million baht this year (2007) dividing into 25 per cent of sanitary pads for night type, 9 per cent for ultra thin type, 46 per cent for slim type, and 20 per cent for maxi type. For media enquiry, please contact Savitree Peungcharoenkun (081 816 4598) Or Chatsaral (Pom) Tiamwon (089 443 6886