SK-II, the high-end cosmetics brand owned by Procter & Gamble, is using an in-house production studio to further enhance its marketing efforts aimed at tackling the social pressures facing women.

Why it matters

Purpose-driven marketing is a hot topic, but requires a meaningful, long-term investment to ensure these efforts are more than words. By enhancing in-house capabilities, brands can ensure they are taking more direct responsibility for their messaging, and can respond at speed when new insights emerge.

Takeaways

• The SK-II Studio launched earlier this year, and has already developed a range of films that tell the personal stories of...