Super-model endorser Sonia Sui appeared at the Sogo department store in Taipei recently for the Philips spring-summer party. The event was designed to generate maximum visibility for its stylish female depilation collection.

Ketchum developed news angles revolving around Sonia Sui and her strong linkage with the products. Sonia shared her tips to flawless fair skin including hair removal. To boot, Sonia pulled off a sweet surprise by giving away gifts designed by herself: a limitededition LED compact mirror. The approach sucessfully spread the story across various media beats and expanded the spectrum of news coverage. Over 100 news clips had been monitored in the first week after the event.