Men targeted in beauty ads

<p>HONG KONG: Unilever has a local male performer fronting a Double White </p><p>brand television campaign, directing the question of beauty at men. </p><p><BR><BR> </p><p>Ogilvy and Mather took the question of beauty to men in its latest </p><p>television commercial for Pond's, featuring a female Chinese model with </p><p>"Japanese looks". </p><p><BR><BR> </p><p>The TVC for Pond's Double White product features popular Hong Kong male </p><p>artist, Bowie Lam. The creative was produced to illustrate that "women </p><p>dress up for the man they adore". </p><p><BR><BR> </p><p>The TVC shows a young lady searching for the answer, which is brought </p><p>out by Lam, who explains that a woman's beauty is in "her fair skin </p><p>without make-up", according to O&M creative director, Tony Hon. </p><p><BR><BR> </p><p>Unilever Hong Kong senior product manager of personal products, Anita </p><p>Ching, explained: "We decided to adopt this new way to highlight the </p><p>underlying insight of whitening for women; that is to attract men and </p><p>gain their appreciation." </p><p><BR><BR> </p><p>She added that Pond's wanted to take a "brave"approach in its </p><p>advertising to differentiate Pond's Double White from its </p><p>competitors. </p><p><BR><BR> </p><p>"We expect this new commercial to appeal to Hong Kong's office ladies </p><p>who see whitening as one of their top skincare needs," Ching said. </p><p><BR><BR> </p><p>Like other whitening product advertisements in Hong Kong, including the </p><p>recently-launched Fancl TVC, the Pond's commercial features a female </p><p>model with Japanese looks. </p><p><BR><BR> </p><p>Production of the TVC took four months from concept development to </p><p>completion with more than 30 crew members and five cameramen working on </p><p>the shoot. </p><p><BR><BR> </p><p>MindShare also organised a roadshow to accompany the TVC and a making of </p><p>the Pond's commercial programme. </p><p><BR><BR> </p><p>A TVC launch event was also organised last month. </p><p><BR><BR> </p>