SK-II: Change destiny

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Campaign details

Brand: SK-II Brand owner: Procter & Gamble Entrant company: Forsman & Bodenfors, Singapore Idea creation: Forsman & Bodenfors, Singapore / SK-II, Singapore Media: Verizon, Copenhagen / Mano PR: Mano Market: China, Japan, United States Sector: Luxury toiletries & cosmetics, Skin care, sun protection Content marketing, Online video, Word of mouth, influencers 1 - 3 million