Sasa selects PHD and eyes the men's market

• Sasa selects PHD as media agency
• Engages celebrities to push exclusive brands
• Eyes men and youngsters categories

Hong Kong - Local cosmetics chain Sasa has selected PHD as its media agency with the task to review media deals and improve media efficiency in the market.

Agnes Lung, vice president of marketing for Sasa said the company has selected PHD as it is reliable and professional in media planning as well as provides insightful strategies to develop the company.

Traditionally most clients would select a media agency based on the ability to provide the cheapest media rate but what is most important for Sasa is to have an agency that provides the best solution to place ads in appropriate media channels and will consider more online and outdoor opportunities this year.  

Sasa intends to push its exclusive brands, Suisse Programme, a high end skincare brand for those 25 and above and another mid-price brand Methode Swiss.

Sasa aims to raise awareness of these two brands in the market to position them as prestigious brands yet at affordable prices.

Celebrities have been engaged for both brands with Taiwanese actress Barbie Hsu as the latest spokesperson for Suisse Programme while local singer Kenny Kwan and TVB artiste Kate Tsui will represent Methode Swiss.

Sasa revealed it will strengthen efforts to tap on the men's market as the company already houses a substantial line of skincare products for men.

The company also noticed the potential of the youngsters market between 18 to 25 years old that are willing to spend their money on their outlook particularly in make-up and skincare. A student card was launched for this group but Sasa has plans to introduce a teens VIP card later.

The cosmetics company will consider using TV to promote its brand either through TV spots, programmes or sponsorship.

It is currently using print to launch tactical ads to capture price sensitive consumers in this tough economic times.

Ray Wong, managing director for PHD said while the agency will consider TV for brand building, it will also recommend search and to fully utilise digital to help grow Sasa's business.

Wong said PHD won the account due to the "media clout" of the agency, its ability to understand the competitive market and its track record on servicing.

Bates 141 has been handling both media and creative duties for Sasa for the past few years but it will now just look after creative with PHD handling media.