Page 30 - Sphere No.32 (Dec 2012)

28 Sphere 32
both social media and public relations, which gives
the brand a unique point of brand differentiation.
in line with this strategy of promoting the
Kim robinson for Sen line as a ‘masstige’ product
that offers women truly affordable luxury, sachet
sampling with coupons on-pack, immediately
following SbKr’s in-store launch, will make trying
the products even more affordable. additionally,
product samples will be given away at key
locations, including in-store sampling, some luxury
residential club houses, and reaching cross border
tourists staying at some of the harbour plaza hotels
in hong Kong. “This project is special as it perfectly
blends chi-med’s traditional chinese medicine
proficiency with Kim’s exceptional hair expertise
and publicity”, said ole walter, general manager –
consumer products division of chi-med.
“my hope is that, after seeing our promotional
materials and trying my SbKr line first hand,
women will begin to budget for their beauty
products based on quality,” explained robinson
of his vision for the marketing of SbKr.
“women have so many choices when it comes to
caring for their hair; i hope they will recognise
that the high quality of SbKr products is worth
the investment.”
SbKr products are now available exclusively
in selected watsons and parKnShop stores,
with two additional SbKr varieties launched
in watsons in the coming months, and then
the entire SbKr line will debut in taiwan and
Singapore in 2013 followed by mainland china.
Seeing a legitimate market gap, robinson
worked to make sure his SbKr products would
fulfil the unmet needs of asian women. “asian
women need a product that is lighter and more
tailored for their unique hair type, which tends
to be finer than that of western hair,” explained
robinson. “given that most of the products in asia
are developed in the west, i needed to ensure that
my products fulfilled this need.”
Thus, the Kim robinson line for Sen was
born out of robinson’s keen market eye and
expertise in the asian hair care niche. The results
are three product varieties, each of which features
shampoo, conditioner and a deep-conditioning
treatment mask.
Marketing to the Masses
while robinson was busy formulating his
SbKr line for the unique needs of hong Kong
women, chi-med was concurrently busy crafting
an aligning marketing strategy. Their strategy
has been to reinforce robinson’s reputation for
professional expertise in hong Kong and remind
the public of his work with some of asia’s – and
the world’s – most beautiful women, all while
underlining the affordability of the SbKr line.
Furthermore, the strategy aims to fully capitalise
on Kim robinson’s pr value and ability
to generate editorial content to multiply
consumer touch points through publicity
and interviews, make overs, hair trends and
tips within this strategy. robinson has
played a direct and integral role in
(Left) Robinson works
with the R&D in Chi-Med
to create the perfect
formula for the SBKR
hair care range.
(Right) Renowned singer
in Asia and longtime
friend and client of
Robinson – Sandy Lam’s
natural and confident
beauty perfectly
matches the image of
the SBKR hair
care products.