Page 29 - Sphere No.32 (Dec 2012)

Kelly Chen is delighted to join the “Home Sweet
Home” theme room design for the hotel, “I have
always a passion for interior design, and am so
proud and satisfied to complete redecorating the
whole room.”
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Sphere 32
another hutchison division, compass Visa,
also sees the value in partnering with celebrities
to develop charitable initiatives. in September
2012, compass Visa joined forces with local actor
chapman to man-chak, perhaps best known for
his role in “infernal affairs”, to raise money for
orbiS, a philanthropic organisation dedicated to
creating a world free from preventable blindness.
to, who was diagnosed in april 2012 with
miller Fisher syndrome, a rare variant of guillain-
barré syndrome that is characterised in part
by the paralysis of the eye muscles, inspired
compass Visa’s “Live wholeheartedly” campaign.
The initiative centred around one of to’s biggest
passions: photography.
First, the public was encouraged to upload
photos they had taken to the compass Visa
Facebook page; for every one ‘like’ the photos
received, compass Visa donated one hong Kong
dollar (USd 0.13) to orbiS. Then, for a week in
mid September, an exhibition of these uploaded
photos, alongside 30 of to’s photographs, was
held at the hong Kong arts centre. For every
person who ‘checked in’ at the event via Facebook,
compass donated an additional one hong Kong
dollar. in total, compass Visa donated more than
hKd80,000 to orbiS.
“celebrities have a strong influence on the
public’s actions and have an unmatched ability
to relate to the younger generation fluently,” said
castillejos. “Their huge numbers of fans mean that
disseminating one positive message or gesture for
our community can be extremely far-reaching
and effective.”
For these hutchison companies – and the
dozens of others who are following suit –
partnering with celebrities has proven to not only
intensify their sales numbers and enhance their
public images, but also the satisfaction of their
customers with their products and services – the
true objective behind each of these partnerships.
chi-med’S deciSion to partner with celebrity stylist
Kim robinson to develop a new product range for their Sen line
of hair care products specifically for asian consumers stemmed
from their aligning view that what robinson calls ‘believable
beauty’ should be available to all women, regardless of
their budget.
“i come from a simple australian farm; not from a high-
society background,” said robinson of his ultimate vision for
his Sen range. “i know that not every girl can afford to visit
my salons for a haircut, so i wanted to develop a product
that is within an affordable price range and that includes
the characteristics of the products i use in my salons. it was
important to me that these new products be performance-driven,
organic and natural.”
in accordance with this vision, Kim set to work developing his
line for Sen, “Sen by Kim robinson”
(SbKr), calling upon his 30-plus
years of experience in caring for
asian hair. Five years in the making,
robinson was personally involved
in every step of the development
process, from working with chi-
med’s laboratory technicians,
to perfecting the aroma, to
testing the product – even
providing creative direction for
the packaging
design.
Believable
Beauty
to the Shelf
Bringing
What it takes to create a
beauty product with a celebrity twist