SK-II: The Marriage Market Takeover

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Campaign details

Brand : SK-IIBrand owner : P&GLead agency : Forsman & BodenforsContributing agencies : BeOn NordicCountry : ChinaIndustries : Skin care, sun protectionMedia 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...

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