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, which tackles the pressures for perfection that are faced by women worldwide (albeit with a focus on Japan, China...