Cosmetic maker picks IPG trio for skincare brands

Keeping it in the IPG family, Shen Hsiang has assigned media planning to FCB and buying to Initiative. Interface Taiwan general manager Hudson Yang said it won the business on the strength of its strategic recommendations to better target the youth segment as well as pave the way for 60-year-old group to enter China. "The company plans to enter China and other Asian markets in the future. Although there is no timetable, it plans to introduce Cellina and Hydro-balance in China," said Yang. Shen Hsiang Tang Chemical has featured actress Angelica Lee as it spokesperson, but Yang said Interface had recommended an integrated approach over celebrity ads to build closer bonds with young consumers. Cellina counts Mantholatum Sun Play, Biore and Nivea sun creams as its main competitors, while Hydro-balance -- targeted at the 14 to 22 set -- competes with Johnson & Johnson and Kao brands. The account is expected to bill NT$30 million (US$910,539).