How SK-II won over bloggers without spending a cent on sponsored content

This event report looks at how SK-II, the Procter & Gamble-owned skincare brand, evolved its approach to engagement with the influential blogging community.

How SK-II won over bloggers without spending a cent on sponsored content

Low Lai Chow

Bloggers, according to Stuart LaBrooy, brand manager of the SK-II skincare range, are huge influencers who drive 65% of purchases in the skincare and beauty category.