SK-II: Bare skin is best skin

Helen Tan

Campaign details

Brand owner: Procter & Gamble
Agency: Starcom MediaVest Group
Brand: SK-II
Country: Singapore and Malaysia
Channels used: Branded content, Events and experiential, Internet - general, Magazines - consumer, Online video, Sales promotion, Social media
Media budget: Up to 500k

Executive summary

SK-II is the clear leader in beauty across Singapore and Malaysia.

While it is difficult to reach the number-one spot, it is just as hard to maintain the position as competitors aim to dethrone and tarnish the leader.

The agency had to connect with young women, who were increasingly sceptical of the promise of instant beauty and convince them that being natural and bare is being beautiful.

In a region where natural skin is covered up by layers of make-up used to hide insecurities, they broke through and started a liberation revolution among women. It was OK to be natural and OK to go bare.