SK-II’s in-house production studio helps take its brand purpose to the next level

SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.

At the start of 2020, SK-II – a “prestige” skincare line owned by Procter & Gamble – was preparing for its biggest campaign ever, as a global sponsor and official partner of the Olympic Games, due to be held in Tokyo.

But then the COVID-19 pandemic struck, the global athletics event was postponed, and so, in turn, were SK-II’s plans. As its original strategy was put on ice, however, a powerful opportunity arose for the brand to bolster its purpose-led marketing, w

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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