Estée Lauder's Lab Series is handled by M2M, a media subsidiary unit under OMG in Hong Kong. PHD also falls under OMG.
Wong explained he was approached by his colleagues at M2M who were on the lookout for well-known industry figures in different industries, including advertising, to endorse the Lab Series MAX LS Age-Less face cream products in late 2009.
Using a competitor's product at the time, Wong accepted an invitation to try out the products for a year. "Having a smart outlook and appearance is important in the ad industry, and constant creative work helps to keep me young-at-heart," said Wong..
"Hong Kong is our first market in the region to use real people in senior executive roles. We didn't want to use celebrity endorsements in our ad, " said Carmen Wong, marketing manager of Estee Lauder (HK) Ltd.
"Unlike marketing to women, male consumers believe in facts and figures rather than an emotional pull," she added.
Men's Uno is the production company behind the ads.
The print ad is running in Men's Uno, Esquire and Next Magazine throughout the year.