Dermes has launched a series of videos featuring celebrity Laurinda Ho(何超蓮), and artists Annie Liu(劉心悠) and Tracy Chu(朱千雪) to showcase its latest exclusive HPD technology for laser hair removal, targeting women aged 24-35.
The campaign – created by creative agency Metta Communications – includes thematic video, an online short film, and educational video content.
The thematic video features a steam locomotive representing the brand’s heritage. The futuristic design of the cabin lounge is meant to symbolise the cutting-edge HPD technology, leading the passengers to a smooth, flawless journey.
“This is the first time ever a hair removal technology is able to target both melanin and hair follicle to allow for the removal of both thin and coarse hair. With this, women can unleash their femininity with flawless skin without holding anything back. In line with the campaign idea, eternality is the destination of the flawless journey,” said Enid Lau, senior product manager at Dermes.
Followed the thematic video, a romantic short film starring Tracy Chu and Laurinda Ho has been rolled out to connect with audiences, and address the “permanent efficacy” of the laser hair removal treatment by Dermes.
“By harnessing breakthrough technology, dermes was able to constantly bring game-changing and avant-garde technologies to ignite the market,” said Jacky Ho, the representative of the creative agency Metta Communications. “We see an opportunity to take dermes to an unprecedented level – while maintaining the brand’s heritage and its leading position.”
The campaign videos were rolled out online, as well as at Times Square Outdoor TV, Langham Place Outdoor TV, Online video, alongside OOH visual at Causeway Bay.