Brands are living breathing things that thrive when they find meaningful ways to connect.

SK-II: Brand Reposition

Becoming the #1 skincare brand in Asia takes a lot of work. Staying #1 takes more.

What started out as a brand based in tradition and craft had become a very science driven brand, cold and clinical. SKII needed to find a way to connect emotionally.

For this we launched the SK-II's first digitally led global campaign. A short film was created with one of our brand ambassadors telling a true story about her journey in pursuit of her passion for acting. By bringing humanity to the brand allowed us to connect with women in a whole new way.

The campaign was first launched on Weibo in China and resulted in record high brand engagement and eCommerce sales.