SK-II: Timelines

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

Campaign details

Brand: SK-IIBrand owner: Procter & GambleLead agency: Forsman & Bodenfors SingaporeContributing agencies: Mano Copenhagen, Radical Media, Verizon mediaMarket: China (Mainland), Japan, South Korea, United StatesSector: Luxury toiletries & cosmetics, Skincare, sun protectionMedia channels: Content marketing, Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In 2015, skincare brand SK-II launched its brand platform Change Destiny. The platform is anchored in the purpose of supporting women and taking a stand against the pressure of getting married that many young...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands