IT IS ABOUT IDEAS WORTH ADVERTISING NOT ADVERTISING IDEAS

strike the

balance

Four things i’ve learned along the way

PUT IN THE REQUIRED RIGOR BUT PLEASE HAVE THE GUTS TO TRUST YOUR GUTS

MAINTAIN A HEALTHY DISRESPECT FOR INDUSTRY CONVENTION NORMS

COMPLETE THE CATERGORY. NOT COMPETE WITHIN IN

PROJECTS

I’VE BEEN

LUCKY TO

WORK ON 2011 - 12

EXERCISING THE SEEING\WRITING\DOING

situation:most hair loss advertising

is geared towards older generation, stigma attached to

traditional hair loss brands. resulting in younger generation

having no brand to turn to.

49 SEPTEMBER

Origin – Bee Choo Herbal Hair Treatment

“It all started after the birth of my second child when I noticed that I was starting to lose quite a bit of hair” saysfounder Cheah Bee Chew of Bee Choo Herbal Hair Treatment. The numerous treatments that she tried from various salons and institutes proved both futile and costly. She was starting to lose more hair and this started to affect her emotionally and psychologically.

Desperate and on the verge of giving up, she met a well-known Chinese Physician from Hong Kong who introduced her to traditional Chinese herbal treatments that has yield promising results. After several consultations and discussions with him she decided to allow him to treat her with his recipe. Little did she realize that this was the turning point in her life and the beginning of a new and successful business venture in treating hair loss the natural way.

“The treatment was very effective and I not only recovered the hair that I lost but also regained my confidence”, says Bee Choo

She kept in close contact with her Physician and soon a profound friendship flourished. Trust soon led to him to share his secret recipe for the treatment of hair loss using Chinese herbs. Bee Choo wanted to help those in need as well and as a professional hair dresser she was able to infuse this treatment to her existing clients who saw remarkable results within a short period of time. Word spread and soon she was overwhelmed with numerous requests for her treatment. This led her to move out from her home in the East side of Singapore and to set up her first herbal hair treatment centre in Ang Mo Kio.

In 1998 the Origin trademark was registered and today she is the proud owner of three salons and with a clientele base exceeding 10,000 from all races. Plans for expansion are also underway both in Singapore and in Indonesia.

What makes Bee Choo Herbal Hair Treatment unique and much sought after is Bee Choo herself. Her friendly and humble disposition along with her philosophy to genuinely care and to provide the best possible treatment and solutions for her

Traditional Chinese herbal solutions for hair growth

ly recoveredence”, says ”

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nd today she clientele base

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clients has generated strong loyalties from her clients. And to top it all, her treatments cost a meager $25.00 -$45.00 per session that typically lasts anything between one and a half to two hours, a far cry from existing market prices. The other factor is the freshness of the herbs that are used for all treatments. All in ten different Chinese herbs are blended and cooked daily for four hours until the desired “formulation” is attained. No additives or chemicals are added to ensure its purity. Once this process is completed the “secret formulation” is packed into containers and immediately transported and delivered to the outlets where it is used within three days to ensure its freshness for maximum effectiveness. This therefore ensures that you receive only the best and freshest herbs for your treatments all of the time.

Says Bee Choo, “We take pride in doing this ourselves as we believe that it is not only important to give our clients the freshest herbal treatment possible but to also ensure that the best results are achieved all of the time”.

新加坡唯一需人工熬煮配制而成的草药

珠草药护发中心 Bee Choo Herbal Hair Treatment

n Blk 443 Ang Mo Kio Ave 10 #01-1239 电话：6554 3003n Blk 433 Clementi Ave 3 #01-256 电话：6779 1101n Blk 217 Bedok North St 1 #01-65 电话：6246 1238n Blk 132 Marsiling Rise #01-216 电话：6365 7707

www.beechoohair.com

头发问题让 帮你解决！

Bee Choo Herbal Hair Treatment

珠男性脱发问题

白发问题

女性脱发问题

Advertorial

10% 回扣

珠草药护发中心 Bee Choo Herbal Hair Treatment

只限用于第一次光顾的顾客。

之前

之后

之前

之后

之前

之后

老板娘谢 珠针对自创的草药护发疗法也有心得故事要分享！

问：当初是在什么情况下接触到草药护发的？

答：当初在生了小女儿后的几个月，我开始面对严重的脱发问题。正在苦

恼该怎么办才好时，我偶然认识了一名香港的著名中药师，他建议并传授了我

用草药护理脱发问题的秘方，然后我就不断地进行试验与研究，最终经过几

个月后，我在自己的头发上看到了效果，有类似问题的朋友纷纷找我帮忙，而

他们的情况也都有所改善，结果草药护发的消息就这样一传十、十传百，顾客

群便开始日益增加。

问：是什么原因促使你要开辟草药护发中心的呢？

答：其实我年轻时就已经接触理发，在2000年的时

候开始在家帮人剪发，因为上我家理发及护发的客人

越来越多，所以决定开店给予顾客更好的服务。为了

分担我的工作量，我儿子便决定去修读理发课程，然

后协助我经营店面并打理一切事务。后来因为顾客群

遍布全岛，为给予顾客方便，我们就在新加坡四个角落

开辟了分店。

问：你觉得现代人都面临什么头发的问题？为什么会有这

些问题的出现呢？

答：现代人面对的工作压力特别大，每天忙忙碌碌，

睡眠不足，缺乏运动，饮食又不固定，结果就损害了健

康的头皮，引起掉发的危机。很多人也因为长年染发而

破坏发质，久而久之就出现了大量脱发的问题。

其实，我们不只是关注现有顾客的头发问题，我们

也会时常研究并改进，了解市面上新出现的种种形式各异

的头发问题，这样才有助于帮助我们更好更确切有效地帮助

解决顾客们个别的问题。

问：你们采用的药材有什么独特之处吗？怎么确保是安

全纯正的呢？

答：我们采用香港进口的100％纯天然高品质中药

材都是经新加坡验证批准的，必须浸泡数月才可以

使用。

我们会自己配制这些草本植物材料，在完全不用任何

化学物的情况下，人工熬煮三小时才制成。如今在我拥有的

一万多名顾客当中，或许除了一两位对草药特别敏感之外，其他都

是因为亲自验证了这种治疗方法的明显功效后才会如此信任我们，并不断介

绍亲朋戚友前来尝试，现在甚至连马来西亚都开了分店，也采用了我自创配制

的草药来为顾客进行头发护理。

新加坡分店：■Blk 443 Ang Mo Kio Ave 10 #01-1239 电话：6554 3003■Blk 433 Clementi Ave 3 #01-256 电话：6779 1101■Blk 217 Bedok North St 1 #01-65 电话：6246 1238■Blk 132 Marsiling Rise #01-216 电话：6365 7707

问：你们的草药都是工厂制作供应的吗？

答：一开始我的草药都是在家自己熬煮的，但久而久之，草药实在是

供不应求，所以才决定开设一间工厂专门调制这些草药。

问：如今护发业成功上了轨道，陆续开了四家分店，每天顾客都络绎不

绝，你有什么感受或做生意的秘诀要分享的吗？

答：首先，有这样的成绩我当然非常开心。坦白说，我重视的不是利

润，我们尽量把价格大众化，让更多的人受惠。

我在乎的是要让顾客获益，有能力帮到他们，看到他们的头发一天天

地得到改善，我心里就有种说不出来的满足感。我的顾客其实都是靠关

系互相介绍认识的，我跟他们都有如朋友一般亲密，所以我很珍惜也很

重视这样的缘分和情感。

问：这次推出的促销主要想达到的目的又是什么呢？

答：这次进行促销活动，除了是配合新店开张，也是要回馈顾客多年

以来的拥护和支持。没有他们的大力推荐和介绍，我不可能会有今天的

成绩。所以应他们的要求，我决定推出优惠配套及赠品来答谢他们，顺

便让更多人认识草药护理的好处与功效，并从中获益。

马来西亚分店联络人:■Johor (Katty) 019-7769640■Johor(Seren)012-7131055■Muar (Lili)012-6659364

珠草药护发中心 Bee Choo Herbal Hair Treatment

■Batu Pahat 07-4349187■Melacca(Edmund) 017-6522228■K.L (Jay)016-2700476■K.L (Michelle)012-6581110

浸泡数月才可使用 采用100%纯中药悉心配制 需人工熬煮三小时配制而成

采用草本植物材料配方而成

护理前

珠草药护发中心新店开张，促销送礼！

在新加坡拥有8年护发经验的 珠草药护发中心为

庆祝坐落在Marsiling Rise的第四家分店于1月23日开

幕，特别推出了为期一个月的“10送1”优惠配套，外加

一次精华液（Ampoule）护理，并送出限量30毫升防止

脱发的洗发液，诚心诚意感激每一位顾客多年来的支

持及关爱！

出现脱发才来补救太迟了！Origin护发功效使头发

活化成长，改善脆弱头皮，促进头发健康！

护理后

头发护理的价格

男性：$25 (标准价格)

女性：$28-$50(价格依据头发的长短来收费)

Advertorial

objective:to create brand

awareness amongst the younger generation

challenge:break away from the

stereotypical hair loss advertising in singapore

yet bearing in mind of the client’s

tradition and heritage.

opportunity:reposition bee choo

herbal hair treatment as a brand for the young generation

insight: youngsters do not like to be talked down towards.

reframing the conversation to one of giving them

the choice rather them having no choice

but to use the product.

launched at tiong bahru mrt station. sept 2011 informative ad

approach:bold yet witty.

insight : the new beginning of confidence

launched at tiong bahru mrt station. jan 2012

objective:a walking

advertisement on the road.

challenge:you have 2 seconds

to make an impression.

insight:a driver’s habits.

situation: the social stigma on smoking &

anti-smoking movements had deeply scarred smokers and tobacco companies.

objective: to associate & re-establish

the true nature of the brand as a " samaritan ". just like the wwii times.

challenge:all forms of tobacco

advertising are banned and have warning labels on the cigarette boxes.

opportunity:to leverage on the crisis

that hit japan on 11th march 2011.

positioning lucky strike as a brand that all smokers would

want to be associated with.

insight:when there’s beer, have a smoke.

result: in a 20 sticks cigarette pack lies

only 19 sticks and a free entry card to a beer festival.

an experiential event of uniquely japan. to commemorate the day.

11TH MARCH 2012

One FOR One

It’s times like thesea missing cigaretteshould not matter...The cost of it goes to

a greater cause.

front back

situation:a group of friends wanted

to earn extra pocket money using their web design and development skills

in singapore.

insight: the backstage people & extras

idea: backing your foreground.

based upon the 1980s theatrical plays,the client / product

as the main stars on stage

challenging the notion of music being meant to be heard or felt.

expressing musical patterns and sequences as physical data sculptures.

forms are derived from 2 dimensional graphic notations reflecting arrangements, intervals and pitch in 3 dimensional polygonal structures.

ForM FolloWs data(collaborative work)

poster & logotype design

an exhibition event poster for lasalle college of the arts.

never ever throW in the toWel

good morning towels.

IF YOU HAVE MADE IT UP TO THIS POINT, PROBABLY YOU ARE A LITTLE INTRIGUED.

MAYBE IT IS TIME TO MEET ME. NO PRESSURE.

THANK YOU FOR YOUR TIME !

justin.seow.ann.hee@gmail.com / +65 9151 6967