The laser hair-removal specialist is attempting to hone its advertising approach beyond mass media to better convey the professional benefits of its product to its core audience of 25-40-year-old women.
Working in conjunction with Agenda, three TVB artistes - Nancy Wu, Tracy Ip and Selena Li have been selected to trial Dermes’ customer beauty centre and then detail their experiences on their personal TVB video blogs. The online component is supported by print, outdoor and events.
The strategy intends to assuage customer concern that the treatment is ineffective, and capitalises on the huge attention afforded to the category on online forums.
"Our previous beauty clients have usually spent their ad budget running large rectangular ads which link to their websites," explained TVB.com project manager Diana Fung. Instead, we have uploaded the ‘Ask Dermes’ blog page onto blog.tvb.com to generate word of mouth.
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