DHC to tempt HK with mail order

The brand, Japan's largest mail order skincare player, has unveiled a comprehensive through-the-line campaign by TBWA to support its launch, which includes TV, print, outdoor, PR and online executions. According to DHC marketing manager Winnie Yu, the key challenge is to showcase the benefits of mail order purchasing in the face of a sceptical target market. "The idea of mail order skincare (causes scepticism) among Hong Kong people," said Yu. "Most people feel they have to touch the product. However, because of our successful experiences (in launching DHC) in Taiwan and Japan, we believe it is just a matter of habit." With this in mind, the campaign features two TVCs starring Taiwanese singer-songwriter Jay Chou, who composed a tailor-made jingle to communicate DHC's hotline number. "Most skincare brands use female celebrities," explained TBWA senior account director Florence Kong. "We think we can cut through the category by using a male celebrity." Despite a crowded marketplace that is dominated by key competitor Fancl, Yu is confident that DHC's alternative purchasing method offers it a strong edge. To this end, the campaign asks people to call in and register for free samples, so that they can experience the ease of the mail order channel. "The key benefit is the convenience, so the key focus is on our hotline number," said Yu. "We want people to experience the convenience of using mail order, as it is hassle-free." For September alone, DHC has spent approximately HK$5 million (US$641,000) on media, which will be followed by a second phase that concentrates more on its specific products. "First we have to make people aware of the brand and later on we will have to make people aware of the products," confirmed Yu. The online component of the campaign, meanwhile, has seen over 20,000 register for DHC samples via Yahoo's Hong Kong website. sm