Campaign details

Brand: SK-II
Brand owner: P&G
Lead agency: Forsman & Bodenfors
Contributing agencies: BeOn Nordic
Country: China
Industries: Skin care, sun protection
Media channels: Online video, Outdoor, out-of-home, Public relations, Word of mouth, advocacy

Executive summary

Last year, skincare brand SK-II did something unique in the category by not talking about its product, prioritising instead the emotional connection with Chinese women – and in doing that, it outperformed category leaders in China and regained its number-one position globally.

By packaging the complex topic of Sheng Nu ("leftover women", used by Chinese state media to stigmatise unmarried women over the age of 27) in a beautiful and thought-provoking campaign, SK-II gave Chinese women a voice and took the brand to unprecedented levels.