SK-II Marriage Takeover: How a Japanese skin care brand cut through in China

This article analyses a campaign by SK-II, a premium Procter & Gamble-owned Japanese skincare brand, that aimed to destigmatise young unmarried Chinese women and inspire them to shape their destiny.

SK-II Marriage Takeover: How a Japanese skin care brand cut through in China

Lucy Aitken

Background

SK-II, a premium Procter & Gamble-owned Japanese skincare brand, wowed jurors at Cannes this year with its Marriage Market Takeover film that destigmatised...