SK-II: Change destiny

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Campaign details

Brand: SK-IIBrand owner: Procter & GambleEntrant company: Forsman & Bodenfors, SingaporeIdea creation: Forsman & Bodenfors, Singapore / SK-II, SingaporeMedia: Verizon, Copenhagen / ManoPR: ManoMarket: Greater ChinaSector: Luxury toiletries & cosmetics, Skin care, sun protectionMedia channels: Content marketing, Online video, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

It is essential to win China to win in luxury skin care in Asia. In 2016, Greater China accounted for 62% of the Asian market.

In 2015, skincare brand SK-II set...

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