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Men’s Beauty Goes Big in Asia: What Can Western Brands Learn?

Kathryn Sloane & Ben Chong | Director of Growth, APAC & Strategy Director

SGK & Anthem

 

What do men see when they look in the mirror? Think of your brand as that mirror. It can reflect basic hygiene and grooming to meet social norms, or it can reveal expressive possibilities for a highly personal style. Asian markets lead the world in embracing men’s beauty. And while most Western men aren’t quite ready for foundation and lipstick, they’re increasingly looking to flaunt their own individuality.

About Ben Chong:

As strategy director, Ben has over 20 year’s experience in the communications industry, establishing his credentials in Australia, the UK and China. He has lived in Asia for more than a decade and is passionate about the possibilities with emerging market brands. He has worked extensively across a varied range of mediums and categories for brands like P&G, Unilever, Johnson & Johnson, Nestlé, Starwood Hotels, Huawei, China Merchants Bank, Citibank, F&N and Apple. Originally trained as a designer, his diverse background has created an innate understanding of what it takes to successfully transfer business objectives into tangible brand experiences.

http://www.anthemww.com/

About Kathryn Sloane:

Kathryn Sloane is Director of Growth, APAC for SGK, a leading global brand development, activation and deployment company that drives brand performance. Hailing from Melbourne, Kathryn has lived and worked in various parts of the world (including Hong Kong and Singapore), and she has spent the past 10 years working extensively across Asia. Kathryn has more than 20 year’s experience in strategic brand consultancy, marketing and business development partnering with key beauty clients: Unilever, Johnson & Johnson, L’Oreal, Watsons, Martha Tilaar, Cavinkare, P&G, just to name a few.

http://www.sgkinc.com/

 

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