SK-II taps digital content and consumer segmentation for brand building

Hannah Collins

This article outlines how SK-II, a premium skincare brand, used social listening to segment its target consumers and create compelling video and social media content as part of its #changedestiny campaign.

Understanding the nuances of a consumer’s daily life is the key to success in digital, according to Kaisy Mae O’Reilly, SK-II’s Global Lead for Digital, Media, CRM and eCommerce.

When tasked with the challenge of digital transformation at Japanese skincare brand SK-II four years ago, O’Reilly was confronted with a plethora of jargon and algorithms. With a background in consumer and insight marketing, she noticed that the digital function wasn’t integrated into the rest of the business.

“You’re the skin whitening boutique brand manager, you’re the anti-aging boutique brand manager and you’re the digital brand manager - the digital part...

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